Tourism Boards Team Up to Attract High-Yield International Visitors
Photo Credit: A beach in Cape Town, South Africa. DMOs NYC & Company and Cape Town Tourism are embarking upon the first-ever city-to-city partnership between groups in the United States and South Africa. Flickr / Nick Gray
Skift Take
High-end travelers are much more likely to embark on a very long-haul flight to a new destination than are budget tourists, so it is wise for the boards to focus on big spenders for any partnership.
The destination marketing organizations (DMOs) NYC & Company and Cape Town Tourism are embarking upon the first-ever city-to-city partnership between groups in the United States and South Africa. The union aims to boost tourism between the two cities, both of which are capitals of culture, cuisine, and design in their respective countries.
The agreement evolved out of a long-standing dialogue between Fred Dixon, the CEO of NYC & Company and Enver Duminy, the CEO of Cape Town Tourism. The two-year alliance includes the exchange of marketing and advertising assets and the sharing of best tourism practices. The two DMOs will also collaborate on ways to boost travel between the cities through offers and incentives provided by third-party travel providers.
While the partnership does not segment out the luxury market per se, according to Chris Heywood, NYC & Company's senior vice president of global communications, "Our goal is
