JOINT TOURISM MARKETING AGREEMENT INITIATED

Cape Town Tourism, Johannesburg Tourism and Durban Tourism met at the 2011 Tourism Indaba to initiate a joint city marketing agreement between the three cities. Johannesburg, Cape Town and Durban are South Africa’s economic and tourism hubs and the joint marketing agreement will see them collaborate to maximise tourism develop-ment and marketing. The three organisations agree that cities are the lead brands for countries. Cities have history, heritage that has stood the test of time as well as promising developmental futures. Out of the top 10    destinations    in    Tripadvisor’ s Readers Choice Awards, nine were cities, of which Cape Town took the number one spot. The joint agreement is the outcome of the three cities reassessing strategies and committing to go beyond the traditional to challenge compartmentalised marketing thinking.