Cape Town Tourism has engaged with the Tourism Marketing South Africa (TOMSA) team in a dedicated working session aimed at strengthening collaboration and preparing for a pilot programme to expand TOMSA levy collection across the Cape Town and Western Cape visitor economy.
The workshop forms part of Cape Town Tourism’s broader commitment to supporting a sustainable, industry-led tourism system, and focused on deepening understanding of TOMSA’s levy administration, governance, and marketing processes, while identifying practical opportunities to grow participation among tourism businesses.
Cape Town Tourism CEO, Enver Duminy, said the engagement marks an important step forward in moving from discussion to action. “This session was about rolling up our sleeves and understanding how the levy system works behind the scenes, where the opportunities lie, and how destination organisations like Cape Town Tourism can add value in a practical, responsible way. A strong, sustainable levy system benefits the entire tourism value chain.”
The proposed pilot will explore how Cape Town Tourism can support TOMSA by identifying, onboarding, and retaining new levy collectors from within its extensive membership base, particularly in sectors of the visitor economy that are not yet fully participating in the levy system.
The engagement also reflects a shared commitment to evolving the levy model in line with changes in tourism consumption and business models, while maintaining sound governance and industry trust.
“This is not about changing the rules of the system,” Duminy added. “It’s about strengthening and future-proofing a model that has served tourism in South Africa well, by widening participation and improving understanding of the collective value the levy creates.”
Following the workshop, the parties will work towards a formal pilot proposal that will outline scope, roles, success measures, and commercial principles, with a view to implementing the pilot in the coming months.
Cape Town Tourism looks forward to continuing its collaboration with TOMSA and industry partners to support a resilient, inclusive, and future-ready tourism economy.
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