A major trade campaign initially involving the North American trade will kick off this weekend aimed at solidifying the Cape as the continent’s design and art capital.
The Zietz MOCAA will be the first major museum in Africa dedicated to contemporary art from Africa and its diaspora.
Driving the trade campaign is the Cape tourism and investment organisation Wesgro, SA Tourism and Tsogo Sun. They are hosting a trade day on 27 September to help get the museum included in packages and itineraries.
Wesgro ceo Tim Harris believes the new attraction will have a multiplier effect on the Cape, with a similar impact to that experienced by Bilbao in Spain when the new Guggenheim Museum lifted tourism numbers and investment.