The Northern Cape Tourism Authority's international marketing strategy objectives are to encourage tourism growth seen through increased numbers, as well as increased length of stay and expenditure by international visitors (from key and emerging markets) to the Northern Cape through a segmented marketing approach and to exceed average national growth levels realising the following objectives:
- Solicit support and encourage an improved knowledge base of international inbound tour operators and wholesalers selling the Northern Cape through joint marketing agreements
- Maximise international media coverage opportunities to position the Northern cape as a desirable holiday destination
- Profile and promote the destination internationally as a desirable and unique holiday destination to international consumers in targeted markets
- Improve brand and destination awareness in key source markets by participation and creating destination presence on international platforms.