Cape Town Tourism, New York Tourism + Conventions, and visitBerlin have launched the world’s first three-way destination marketing organization (DMO) partnership, introducing the One Small World travelogue. The documentary-style short film, produced by experiences media company Tape, aims to break down barriers of time, distance, and geography, showcasing the essence of TimeOut’s top three best cities.
From left to right: CEO of Cape Town Tourism, Enver Duminy, visitBerlin CEO Burkhard Kieker, Cape Town Tourism Board Chairperson Tracy Mkhize, Mayoral Committee Member for Economic Growth and Tourism Alderman James Vos, NYC Tourism + Conventions Interim CEO and Chief Marketing Officer, Nancy Mammana.
The One Small World travelogue tells the story of three legendary locals who traverse oceans and continents to share their love for their hometowns, illustrating how their similarities bring them closer and their differences make them stronger. This documentary-style film celebrates universal themes of cross-cultural differences and inspires connection through shared humanity, reflecting the spirit of unity in tourism.
Transformative journeys across continents
Enver Duminy, CEO of Cape Town Tourism, says 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.”
Duminy says One Small World provides a unique platform to celebrate our shared humanity while highlighting the distinctive qualities that make Cape Town a special destination. “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.”
“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,” says 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.”
Unity in diversity
“Our three cities – Cape Town, New York and Berlin – are united by their vibrant, cosmopolitan lifestyles, rich cultural landscapes and forward-thinking spirits, yet each offers its unique character,” says Burkhard Kieker, visitBerlin CEO.
“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. 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,” says Kieker.
Mayoral Committee Member for Economic Growth and Tourism Alderman James Vos 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.”
Vos explains 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.”
The One Small World travelogue, which lies at the heart 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 impressive average organic engagement rate of 3.5%, which is 2,4% higher than the industry average.
Through this collaboration, each city will gain valuable exposure to new markets and increase brand visibility and reach across networks in the United States, South Africa, Brazil, Germany, Italy, and the United Kingdom.
A commitment to collaborative travel
Coming on board as a key sponsor in support of the initiative, and integral in connecting the three cities through air travel, is United Airlines.
“This partnership represents a commitment to establishing long-term relationships built on trust, transparency, and ongoing collaboration. Together, we will disrupt barriers and inspire transformative travel experiences that celebrate our shared humanity,” concludes Duminy.
