Urban tourism, especially in South Africa’s metropolitan areas, has grown in popularity, with projects promoting artistic and cultural experiences emphasized. However, the COVID-19 pandemic disrupted tourism, including in the City of Tshwane (CoT). This study examines cognitive demand in tourism and its effect on CoT’s urban tourism. Cognitive image, primary pull factors (main attractions), and secondary pull factors (supplementary assets) are key determinants of tourist perceptions. Using quantitative methods, data was collected and analysed through confirmatory factor analysis and Cronbach’s alpha to validate six latent variables: primary pull factors, leisure, secondary pull factors, cognitive image, attractiveness, and atmosphere. The findings highlight leisure and secondary pull factors as central to cognitive tourist demand (CTD), emphasizing their interrelated nature. To effectively meet tourists’ cognitive demands, destination marketing in CoT should prioritize diverse leisure activities and secondary attractions. Additionally, enhancing CoT’s cognitive image through strategic branding and communication is crucial for attracting a broader tourist base. This study underscores the importance of cognitive demand in revitalizing CoT’s tourism sector, offering valuable insights for creating a fulfilling tourist experience in this South African metropolis.