The City of Cape Town has become a big brother to Stellenbosch with regard to tourism. The two entities have teamed up in a bid to have visitors stay a little longer in both the city and the town. In this way, visitors will also be able to experience a lot more of what both the City and Stellenbosch have to offer them.

Cape Town becomes big brother to Stellenbosch

Representatives from Cape Town Tourism and Visit Stellenbosch this week signed a new Joint Marketing Agreement. This document brings together two complementary destinations to create a stronger, more connected Cape experience. This experience is from the city to the coast, to culture, to wine, food, art and heritage.

Visitors encouraged to extend their stay

According to Cape Town Tourism, the partnership will see the two organisations develop joint itineraries, share content and run collaborative campaigns across their digital channels. This will be supported by joint media and trade activity.

The focus will also include domestic visitors during key periods such as school holidays, long weekends and the festive season. At the same time, it will create reasons for people to visit year-round as well as support efforts to address seasonality.

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The CEO of Cape Town Tourism, Enver Duminy, says, “Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape. He added, “Stellenbosch adds another dimension to the Cape Town experience, and vice versa.”

“Here is a real opportunity to encourage visitors to stay longer, explore more and experience the diversity of our region. This partnership gives us a platform to make that connection more visible, particularly during key travel periods and throughout the year, ” said Enver Duminy.

Cape Town is the gateway to so much more of the Cape

The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, said that Cape Town’s visitor economy is showing strong momentum. It boasts 1.44 million international overnight visitors and 1.42 million domestic overnight trips recorded in 2025.  “The opportunity now is to turn that demand into longer stays, greater visitor spend and wider economic benefits,” added Vos.

Connecting two complementary destinations

Meanwhile, the CEO of Visit Stellenbosch, Annemie Liebenberg, said that working with Cape Town Tourism allows them to connect two complementary destinations and create a stronger proposition for the region. “It also has a very practical benefit for our tourism economy,” she added.

“Longer stays mean more visitor spend, more nights in accommodation and more opportunities for businesses across the tourism value chain to benefit,” added Annemie Liebenberg.