ITB Berlin, the world’s largest and most influential travel trade show, once again proved why it’s a must-attend event for the global tourism industry. Bringing together destinations, tour operators, airlines, hotels, and travel media worldwide is the ultimate space for forging partnerships, shaping trends, and driving tourism forward.
Enver Duminy, Chief Executive Officer at Cape Town Tourism
For Cape Town Tourism, ITB Berlin was a powerful platform to showcase our city, strengthen international trade relationships, and gain valuable insights into the future of travel.
One thing was clear - Cape Town’s story continues to captivate global audiences. The response to our participation, particularly the One Small World collaboration with New York City and Berlin, highlighted the increasing global appetite for honest storytelling and meaningful partnerships.
Here are some of the biggest takeaways from our trade meetings, media conversations, and industry sessions - all directly relevant to how we continue to grow and evolve Cape Town as a world-class destination.
1. The demand for authentic travel is stronger than ever
Travellers are seeking more profound, more immersive experiences. They want to engage with local communities, explore culture through real stories, and step off the beaten path. Cape Town’s diversity, people, heritage, and neighbourhood experiences position us as leaders in this space.
Visitors want to experience Cape Town the way locals do, and it’s up to us to ensure those opportunities are accessible.
2. Supporting SMEs: breaking barriers to global tourism
Authentic experiences often come from smaller, locally run businesses. However, many small and medium-sized enterprises (SMEs) struggle to reach international markets. Whether due to limited digital accessibility, a lack of exposure, or logistical challenges, smaller tourism businesses often miss out on global tourism opportunities.
Stronger partnerships between SMEs, destination marketing organisations (DMOs), and tour operators are essential to improving accessibility, bundling offerings, and reaching international travellers.
3. Outdoor and adventure tourism continues to be a top driver
Globally, travellers prioritise wellness through nature, adventure, and outdoor experiences. Cape Town’s natural assets remain a standout, and we need to continue telling this story - one that blends adventure with culture to create unique, transformative experiences.
A rising trend in global travel is ‘calmcations’ - a way for travellers to unplug and find tranquillity, even in busy urban destinations. Business travellers are looking for quiet spaces to recharge during hectic work trips. As a city known for its outdoor beauty, Cape Town has a unique opportunity to offer restorative experiences, even in unexpected places like conference venues or city-centre escapes.
4. Sustainability isn’t optional - it’s expected
Sustainability and responsible tourism aren’t just buzzwords; they are now essential to destination success. Travellers and the global trade industry increasingly favour destinations prioritising conservation, inclusivity, and community-driven tourism. Our Limitless Cape Town campaign, featuring Winston Fani, Africa’s first qualified blind tour guide, is an excellent example of how we can lead the way in meaningful, inclusive tourism.
5. Air access and connectivity are driving growth
More flights and expanded routes mean more opportunities. Long-haul destinations like Cape Town benefit from increased airline connectivity, which is key to maintaining steady tourism growth. Our One Small World collaboration demonstrated the potential for linking major global cities and creating seamless travel experiences.
6. Cape Town’s brand continues to make an impact
The overwhelming feedback from ITB reinforced that Cape Town isn’t just a place - it’s a feeling. Visitors don’t just see our city; they experience it through its people, culture, and energy. Our messaging around local perspectives continues to resonate, setting us apart in an increasingly competitive global landscape.
7. Destination knowledge is more important than ever
For international trade partners to sell Cape Town effectively, they need up-to-date and engaging destination knowledge. Digital tools and real-time updates are key, and we must ensure our industry partners have access to the best possible resources to promote our city.
8. The future of tourism is digital - and human
From AI to smart travel platforms, emerging technologies redefine how people plan and experience travel. But while digital tools are becoming essential, authenticity remains at the heart of successful tourism strategies. People still want real, human connections, and we need to balance digital innovation with genuine, people-first experiences.
9. Collaboration is the key to success
Cape Town’s first-of-its-kind partnership with Berlin and New York City was a highlight of ITB Berlin. This global partnership is a powerful example of how destinations can share audiences, enhance tourism offerings, and build a stronger industry for the future.
Looking Ahead
As we return from Berlin, it’s clear that Cape Town is in a powerful position. Our unique blend of people, culture, and natural beauty lingers in the hearts of visitors long after they’ve gone. Now, it’s about putting these insights into action - building stronger connections and embracing global partnerships.
This future is already taking shape. While ITB 2024 laid the foundation for sustainability, AI integration, and post-pandemic recovery, this year’s focus shifted toward carbon-neutral tourism, smart destinations, and advancing tourism technology. These themes will guide our next steps as we continue positioning Cape Town as a global leader in responsible tourism.
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