Cape Town Tourism, New York Tourism and Convention and visitBerlin have launched a three-way destination marketing organisation (DMO) partnership, which debuts the ‘One Small World’ travelogue campaign. Produced by Tape, this joint documentary-style short film dissolves the barriers of time, distance and geography to reveal the essence of TimeOut’s top three best cities.
Just as the distances between people seem to grow, ‘One Small World’ tells the story of three legendary locals who cross oceans and continents to share their love of their hometowns, discovering how their similarities bind them closer together and how their differences help them grow stronger, says the trio.
According to the tourism organisations, the travelogue celebrates the universal themes of cross-cultural differences and inspires connection through shared humanity, embodying the World Tourism Month theme of ‘Tourism & Peace’.
Where Natural Wonder Meets Cultural Diversity
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,” says Duminy.
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,” adds Duminy.
The City That Never Sleeps Awakens to New Possibilities
“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 NYC Tourism and Conventions Interim CEO and Chief Marketing Officer Nancy Mammana.
“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,” adds Mammana.
From Division to Unity, a Symbol of Resilience and Hope
“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 own unique character,” says visitBerlin CEO, Burkhard Kieker.
“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,” adds Kieker.
The Economic Benefits of Championing Transformative Travel
Mayoral Committee Member for Economic Growth and Tourism, Alderman James Vos, says, “‘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,” adds Vos.
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, says the trio.
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.
According to the trio, 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.
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, says the tourism organisations.
Connecting Continents for “Tourism & Peace”
“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.
Individuals are encouraged to watch the short film here.
For more information, visit www.capetown.travel. You can follow Cape Town Tourism on Facebook, X, Instagram, or on TikTok.
*Image courtesy of contributor
Cape Town Tourism visitBerlin New York Tourism ‘One Small World’ Travelogue Tourism Campaign Tape TimeOut Destination Marketing Organisation DMO
