Cape Town Tourism, New York Tourism + Conventions and visitBerlin recently launched a world-first three-way destination marketing organisation (DMO) partnership, which debuts the One Small World travelogue, Cape {town} Etc reports.
The travelogue, a joint documentary-style short film, was produced by Tape, a new experiences media company.
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The short film aims to dissolve the barriers of time, distance and geography to ‘reveal the essence of TimeOut’s top three best cities’.
One Small World tells the story of three legendary locals who ‘cross oceans and continents’ to share their love and admiration of their hometowns and discover how their similarities bind them closer.
The travelogue celebrates universal themes of cross-cultural differences and inspires connection through ‘shared humanity’ by emphasising the World Tourism Month theme of ‘Tourism & Peace’.
Enver Duminy, CEO of Cape Town Tourism, stated that the initiative will promote ‘transformative travel experiences’ between the three cities.
‘In a world where differences are often a source of division, this campaign unites three iconic cities – Cape Town, New York, and Berlin – across three continents, showcasing the transformative power of travel. It is a testament to how collaboration and shared experiences can bridge divides and celebrate diversity,’ said Duminy.
‘This partnership aligns perfectly with Cape Town’s inclusivity, sustainability, and cultural exchange values. We believe that by showcasing the diversity of our city, from the vibrant streets of Bo-Kaap to the breathtaking views of Table Mountain, we can inspire travellers to open their hearts and minds to new experiences and perspectives,’ Duminy added.
‘We’re so excited to evolve our strategic tourism partnership with both Cape Town Tourism and visitBerlin with the world premiere of our One Small World short film in New York City,’ said Nancy Mammana, NYC Tourism + Conventions Interim CEO and Chief Marketing Officer.
‘In creating the film, the importance of our partnership as a way to drive tourism became crystal clear and solidified the meaning of our work. We have so much in common – yet so many unique experiences to share with the millions of people who visit our cities each year,’ Mammana added.
Burkhard Kieker, visitBerlin CEO, said that the cities of Cape Town, New York and Berlin are united by their ‘vibrant, cosmopolitan lifestyles, rich cultural landscapes and forward-thinking spirits’, while each city offers their own unique character.
‘Our cities aim to attract well-educated global citizens by offering a warm and welcoming experience that makes them feel at home from the moment they arrive,’ said Kieker.
‘We have a high correlation between our target audiences and will collaborate through joint social marketing efforts. Shared databases and connected strategies will be the foundation for the perfect visitor experience to come,’ Kieker added.
Alderman James Vos, Mayco Member for Economic Growth and Tourism, also highlighted the significance of the partnership.
‘One Small World is not only a celebration of culture, but a powerful platform for expanding Cape Town’s reach in key international markets. By joining forces with New York and Berlin, we are driving economic growth in the tourism sector and creating opportunities for our local communities,’ said Vos.
Vos explained that the aim is to ‘expand Cape Town’s tourism reach’ through global partnerships.
‘This way we stimulate both supply and demand, attracting more visitors to our shores and generating economic spinoffs that make solid business sense, exactly why we have Cape Town Tourism as the vehicle to achieve this,’ said Vos.
The One Small World travelogue, which serves as a centrepiece of the partnership, will be distributed as a digital content campaign across the three cities’ social media platforms.
These platforms have a collective following of over 4.5 million people and an average organic engagement rate of 3.5%. This is 2.4% higher than the industry average.
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