This study assesses destination awareness, brand image and identity of destination Cape Town & Western Cape in the South African domestic market. Data for this study were collected through a structured questionnaire from a stratified random sample of 2464 South Africans 16 and over. Different analysis methods were used including: descriptive analysis, chi-square tests and logistic regression. Results showed that Cape Town & Western Cape has the highest top of mind (TOM) destination awareness among competing domestic destinations. The Cape Town regional tourism brand was the most recognizable brand among all regional tourism brands. However, overall destination brand awareness was found to be low and some conflicts were noted between destination brand identity and image.