The two largest tourist centers of the Western Cape—Cape Town and Stellenbosch—have officially signed a landmark partnership. The goal of this agreement is to increase the length of visitors' stays in the region, distribute tourism spending beyond traditional attractions, and create new opportunities for local communities and businesses.
Tuesday marked the signing of a joint marketing agreement between Cape Town and Visit Stellenbosch. The tourism leaders characterized this step as a significant shift from competition between destinations to the joint promotion of the entire broader region.
Mike Ratcliffe, Chairman of Visit Stellenbosch, noted that developing this agreement took years, with discussions about closer cooperation beginning back in 2019. Ratcliffe, who is closely connected to Stellenbosch's wine tourism industry, holds the position of Chairman of Visit Stellenbosch.
From Competition to Collaboration
Ratcliffe recalled telling colleagues previously that the idea of competing with Cape Town needed to be abandoned. He emphasized that Stellenbosch must recognize that Cape Town is the 'older brother' and that it should become a strategic asset for Cape Town. After years, he stated that both destinations had reached this point, asserting: 'We are not competitors.'
The partnership will focus on joint marketing, developing tourist routes, encouraging guests arriving in Cape Town to explore Stellenbosch, and introducing Stellenbosch visitors to various parts of Cape Town. Ratcliffe mentioned that the Stellenbosch wine routes celebrating its 55th anniversary include 135 wineries, while the city itself boasts a large economy in hospitality, restaurants, and experiences.
He added that wine remains one of Stellenbosch's strongest tourist draws and can be used to persuade international travelers to extend their stay in Cape Town and South Africa. Ratcliffe believes that 'Tourists do not perceive municipal boundaries. They want to come here and have a good time.'
James Vos, Member of the Cape Town Mayoral Committee for Economic Growth, stated that the goal of the partnership is 'complementing and co-creating,' not competing. According to him, combining Cape Town's cuisine, culture, and communities with Stellenbosch's wine, hospitality, and experiences will help form stronger itineraries, improve the geographical distribution of visitors, and ultimately benefit the tourism business.
Vos reported that tourism in Cape Town brought approximately 22 billion rand to the local economy last year and supported around 106,000 jobs, asserting that collaboration could further expand the tourism economy.
Cape Town's Tourism Economy Has Growth Potential
Cape Town also receives about 255 international flights every week, and Vos estimated the economic value associated with incoming flights at 43.7 billion rand. Vos insisted that the partnership must translate into real experiences for visitors, rather than remaining 'something in a glossy brochure,' stressing that tourism and local economic growth must go hand in hand.
He called for the creation of routes that give visitors more reasons to explore areas outside municipal boundaries, allowing businesses and communities to share the benefits of tourism growth. Vos concluded: 'Let's grow the tourism pie and increase that number.'
Annemi Liebenberg, CEO of Visit Stellenbosch, noted that involving local residents will remain an important part of the strategy, including integrating communities such as Khayamand into the tourism economy. She shared that Visit Stellenbosch collaborates with Township and Village and Amazink in Khayamand, purchasing handicrafts from local residents for conferences and business tourism events, and running training programs for residents as tourism ambassadors to prepare them for work in hotels and guesthouses.
Liebenberg stated: 'For Visit Stellenbosch, our people are the most important asset and superpower.'
Beyond the Table Mountain: Expanding Cape Town Visitor Experiences
Enver Dumini, Cape Town's Tourism Director, also stated that visitors need to be encouraged to look beyond the city's most recognizable landmarks and explore its neighborhoods. He compared Cape Town to a book where Table Mountain is the cover, and the typical tourist experience is only the 'first chapter.'
Dumini noted that the city's neighborhoods hold immense heritage, wealth, and culture. He reported that Cape Town is working with youth and local residents so they can play a larger role in shaping the city's future tourism offering.
The partnership is also taking place against the backdrop of both destinations' efforts to use technology to enhance visitor experiences while simultaneously protecting jobs. Dumini mentioned that Cape Town has created an AI-based Travel Council and collaborates with technology partners, but stressed that technology must act as an assistant, not a replacement for people.
For Ratcliffe, this agreement was the culmination of years of discussions, finally put into action. He summarized: 'It was a journey to where we are today. Cape Town, thank you for being the older brother...'
