From 2010, all citizens of Cape Town will have an annual, all inclusive Carnival that aims at bringing together the diverse communities of the city through the universal language of music, dance, cultural and creative expression. The inaugural Cape Town Carnival will be held from 18–20 March 2010. The Cape Town Carnival endeavours to create something new, where communities interact and celebrate our uniqueness, but also unite as citizens of one of the most beautiful cities of the world. While Rio Carnival represents a benchmark in relation to our quest, Cape Town Carnival will be distinctly and uniquely representative of our South African demographic, psychographic and cultural representation. The Carnival is optimistic that this event will strengthen social cohesion and cultural expression, the building of community self-esteem and development and the creation of positive spin-offs for the local economy and especially tourism. The theme for the 2010 Carnival is “Rhythm, Roots & Boots”, celebrating Cape Town’s inherent talent in all things cultural and artistic, as well as paying tribute to our rich heritage.