Cape City Tourism has taken a decisive step to spice up tourism advertising funding in Cape City, participating Tourism Advertising South Africa (TOMSA) to launch a pilot programme to extend levy participation throughout the area’s customer financial system.
Broader participation will align Cape City with world finest practices, the place cities depend on collective tourism contributions to maintain worldwide promotion and appeal to guests.
The devoted working session begins a structured collaboration to establish, onboard, and retain new TOMSA levy collectors, significantly in sectors that aren’t but totally engaged. Fairly than a technical assessment, it signifies a shift from dialogue to implementation.
Cape City Tourism CEO Enver Duminy says it’s about adopting a stronger, extra inclusive funding mannequin to unlock advertising funding for Cape City and the Western Cape.
“That is about rolling up our sleeves and understanding how the levy system works behind the scenes, the place the alternatives lie, and the way vacation spot organisations like Cape City Tourism can add worth to strengthen our collective capability to market South Africa and Cape City globally. When extra companies take part, your entire tourism worth chain advantages.”
The proposed pilot will place Cape City Tourism as a regional accomplice in increasing TOMSA participation by its membership community, whereas safeguarding governance integrity and {industry} belief. The main focus is on rising participation in evolving tourism enterprise fashions, making certain the levy system stays related and future-proof.
“This isn’t about altering the system,” Duminy provides. “It’s about strengthening it — future-proofing a mannequin that has supported tourism progress for many years by bringing extra of the customer financial system into the fold.”
Following the workshop, the events will formalise a pilot framework outlining scope, roles and efficiency measures, with implementation anticipated within the coming months.
The initiative reinforces Cape City Tourism’s emphasis on industry-led collaboration to foster a resilient and well-funded tourism financial system.
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