Cape Town Tourism is collaborating with Expedia to woo UK tourists back following the pandemic.
A digital interactive guide has been created under the Find Your Freedom tagline.
The tool is designed to introduce visitors to lesser-known experiences in the South African city.
Experiences include a regional cooking course, snorkelling with seals in Hout Bay, performance arts in Cape Town’s townships, and underwater excursions in the Great African Sea Forest.
Cape Town Tourism will partner with Expedia on conversion, enabling visitors to book special travel packages and access discounts.
The aim is restore confidence in the city, which suffered greatly from the global travel bans over the past two years.
The tourism organisation’s chief executive Enver Duminy said: “Find Your Freedom uses the latest digital technology to immerse viewers in unique Cape Town choice-driven video experiences.
“You choose your guide. You choose your adventure. It’s an interactive journey from start to finish.”
James Vos, City of Cape Town mayoral committee member for economic growth, added: “Our goal is to fuel faster recovery in the visitor economy. Following the pandemic, people worldwide are itching to explore, do more, and reclaim that sense of purpose.
“We want to encourage individuals in our key source markets to jump on a plane and come to Cape Town to find their freedom.
“This new campaign really hits the mark not just in terms of being something original and fun, but most importantly, being enticing enough, I believe, to result in actual bookings.”