As South Africa celebrates Tourism Month, two of the continent’s most iconic destinations are dissolving municipal boundaries to craft an interconnected narrative of coastal sophistication and Winelands heritage. Cape Town Tourism (CTT) and Visit Stellenbosch have officially joined forces through a landmark Joint Marketing Agreement (JMA), inviting global travelers and domestic explorers alike to linger longer across the Western Cape’s shifting landscapes.
This strategic alliance brings together two distinct worlds within a single, effortless journey: moving from Cape Town’s sun-drenched Atlantic coastlines, dynamic urban rhythm, and world-class culinary scene to Stellenbosch’s historic oak-lined avenues, heritage architecture, contemporary art galleries, and idyllic vineyards.
A Vision Without Borders
The collaboration puts into practice a progressive philosophy for regional tourism leadership: dismantling geographic silos to enrich the traveler’s holistic experience. Rather than viewing tourism through rigid municipal lines, the JMA focuses on geographic distribution, year-round demand, and shared luxury storytelling.
“Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape,” notes Enver Duminy, CEO of Cape Town Tourism. “Stellenbosch adds another dimension to the Cape Town experience, and vice versa. There is a real opportunity to encourage visitors to stay longer, explore more, and experience the diversity of our region.”
This sentiment is echoed by Alderman James Vos, the City of Cape Town’s Mayoral Committee Member for Economic Growth, who highlights the economic power of extended itineraries. With Cape Town recording 1.44 million international overnight visitors and 1.42 million domestic overnight trips in 2025, the imperative now pivots toward converting high demand into deeper, multi-day engagement.
“One of my fundamentals for tourism has always been that we must be soft on borders and strong on vision,” says Alderman Vos. “Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking. By connecting Cape Town and Stellenbosch more deliberately, we can encourage visitors to stay another night, explore more, and spend more. Every additional night creates opportunities across the entire tourism value chain.”
Elevating the Epicurean & Cultural Experience
For the luxury traveler, the partnership translates into bespoke joint itineraries, shared digital content, and targeted trade engagements showcasing the breadth of experiences across both hubs. From long-weekend escapes during key domestic holiday periods to quiet-season retreats designed to address regional seasonality, the campaign provides a compelling case for year-round travel.
Stellenbosch itself recorded over 1.35 million overnight visitors in 2025, generating an estimated R13 billion in total economic impact. By uniting with Cape Town, the destination aims to broaden visitor distribution and elevate boutique hoteliers, artisanal producers, fine-dining establishments, and local guides.
“Working with Cape Town Tourism allows us to connect two complementary destinations and create a stronger proposition for the region,” explains Annemie Liebenberg, CEO of Visit Stellenbosch. “Importantly, this partnership is also about addressing seasonality and creating reasons to visit across the year. When we work together to grow the overall tourism pie, there is greater opportunity for both destinations.”
The Art of the Extended Stay
Whether pairing an oceanfront stay along the Atlantic Seaboard with a private tasting tour through Stellenbosch’s historic valleys, or discovering contemporary African art in the city before dining under the Winelands stars, the invitation to travelers is clear:
Cape Town and Stellenbosch. One more night. So much more to experience.
