City-to-city tourism co-marketing partnerships, like the agreement between Cape Town and New York’s tourism authorities to promote each destination to the other’s residents, let smaller tourism boards access marketing reach and credibility they couldn’t achieve through their own advertising budget alone.
How city-to-city tourism marketing partnerships typically work
Two destination marketing organisations agree to pool advertising placements, promoting each other’s city through channels each already controls, billboards, transit advertising, print and broadcast media, effectively doubling each city’s marketing reach without doubling its marketing budget. This kind of partnership works best when both cities offer genuinely complementary appeal to each other’s typical traveller base, rather than competing directly for the same visitor segment.
Why first-of-their-kind city partnerships carry extra marketing value
A partnership positioned as a “first” for either city, the first African partner for a major global destination for instance, carries genuine public-relations value beyond the direct advertising placements themselves, generating additional press coverage and industry attention. This kind of distinctive framing helps a smaller or less internationally prominent city punch above its actual marketing budget in terms of visibility.
What smaller tourism destinations can learn from this model
Local tourism boards and even individual tourism-dependent businesses should consider whether a genuinely complementary city, region or destination might be open to a similar co-marketing arrangement, since this approach extends marketing reach without requiring proportionally larger budgets. Partnerships framed around a meaningful, specific story, a “first” of some kind, a longstanding relationship, a shared cultural link, tend to generate more organic media attention than a generic mutual-promotion arrangement.
Frequently asked questions
How does a city-to-city tourism marketing partnership typically work?
Two destination marketing organisations agree to promote each other’s city through channels each already controls, effectively doubling marketing reach.
Why do these partnerships work best between complementary rather than competing destinations?
They appeal to each other’s typical traveller base without directly competing for the same visitor segment.
Why do “first-of-their-kind” partnerships generate extra value?
They carry genuine public-relations value beyond direct advertising, generating additional press coverage and industry attention.
Can smaller tourism destinations pursue similar co-marketing partnerships?
Yes, local tourism boards can consider similar arrangements with complementary destinations to extend reach without proportionally larger budgets.
What kind of framing helps a co-marketing partnership generate more attention?
A meaningful, specific story, such as a genuine “first,” a longstanding relationship, or a shared cultural link.
Originally published in February 2018. Updated September 2026.
Tourism sector support via the Department of Trade, Industry and Competition.
