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Live It! Love It! LOUDER!

Cape Town celebrates diversity this Tourism Month

eTN Staff Writer  Sep 01, 2009

September is Tourism Month, and Cape Town Tourism – through their Live It! Love It! LOUDER! campaign – is encouraging all Capetonians to get ready to welcome the world in 2010 by experiencing for themselves the rich diversity of their city this month.

For the past thirty years, The United Nations World Tourism Organization has marked Tourism Day (September 27) as an opportunity to raise global awareness about the important role that tourism can play in both the social and economic arenas. This year’s theme is Celebrating Diversity, which explores cultural wealth and the importance of sustainable tourism in ensuring that local traditions thrive alongside those of other cultures.

Cape Town is a melting pot of cultures and this extraordinary tapestry of people and tradition is an important contributor to the city’s tourism offering. As Capetonians prepare to Live It, Love It, LOUDER! ahead of the 2010 FIFA World Cup, Tourism Month will see them celebrate and share their diversity through a program of fun activations and competitions. Said Cape Town Tourism CEO, Mariette du Toit-Helmbold: “We are going to be the center of a convergence of cultures during next year’s 2010 FIFA World Cup. This celebration of diversity in tourism is the perfect opportunity to embrace the cultural differences that exist in our own backyard and to see a Cape Town beyond the one we experience during our day to day lives.”

During Tourism Month, Live It, Love It, LOUDER! is focused on celebrating “My Cape Town” - an exploration of the different corners of their hometown and a window into the lives of the people who live there. Capetonians will also learn more about their hometown in readiness for the role as world cup hosts.

To showcase this personal perspective of Cape Town, the “My Cape Town” Flickr Pic competition is being launched on September 1 with the theme “This is the Cape Town I Want the World to See.” Enthusiastic photographers and proud citizens can submit their entries via and stand a chance of winning a cash prize of R15,000.

Tourism Month will be saluted by a series of mini-profile documentaries (made in collaboration with Coffeebeans Routes), which explore the lives of the people who inhabit different corners of Cape Town. Cape Town TV will flight these profiles at various times during September, especially on Heritage Day and then again over the next four months.

Communities across Cape Town will also be able to participate in Living It, Loving It, LOUDER! wherever they are this Tourism Month, as Cape Town Tourism’s local Visitor Information Centers celebrate the best of their regions between September 21-27, 2009 with exciting competitions offering quintessential Cape Town tours and fun activities for the whole family.

For more information, please visit, call 021 487 6800, email, or pop into your nearest Cape Town Tourism Visitor Information Center.

Cape Town celebrates diversity this Tourism Month
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