The Western Cape tourism sector is experiencing a strong rebound, with international arrivals increasing by 6.8% in 2024, according to the latest South African Tourism (SAT) annual performance report.
Speaking after the report’s release at the World Travel Market (WTM) Africa event in Cape Town last week, Western Cape MEC of Agriculture, Economic Development and Tourism, Dr Ivan Meyer, said the figures show clear signs of growth.
“The majority of the Western Cape’s top 10 international markets showed positive growth, with the US (+16.5%), Zimbabwe (+32.7%), and Australia (+27.4%) posting double-digit growth; only the UK (-3.2%) and Lesotho (-1.9%) showed slight declines.”
Held in Cape Town, this year’s WTM Africa saw record participation from 96 countries, 742 exhibitors, and close to 6,000 industry professionals.
The report also notes that nearly half—49%—of international tourists to the Western Cape were first-time visitors to South Africa.
“Domestic tourism remains a significant source of revenue for the province, with domestic tourists spending R18.6 billion in 2024. Notably, the province benefits from the highest national average spend per trip at R5,371,” Meyer added.
Tourism Director Jacques Stoltz pointed to the economic potential of visa reform.
“Research commissioned in 2024 by the Western Cape Department of Economic Development and Tourism shows that South Africa can generate an additional R17.8 billion, stimulating more than 100,000 jobs by 2023 if it removes visa restrictions on tourists from Nigeria, India, and China.”
Stoltz added that a streamlined eVisa system could bring in an additional 52,667 tourists by 2030, generating R1.9 billion in revenue.
Meyer also highlighted a rising demand for sustainable tourism and applauded local efforts.
“The Western Cape Government has supported 15 tourism businesses across the province, which equipped them to better respond to the market,” he said.
“One of the project participants, Stellenbosch-based Township & Village, received global recognition for its efforts in responsible tourism, winning a gold award at the Responsible Tourism Awards Africa on Thursday evening at the World Travel Market Africa.”
!Khwa ttu San Culture and Education Centre was another gold award recipient, recognised for its sustainable food sourcing practices.
“With support from the Western Cape Government’s Tourism Growth Fund, !Khwa ttu San Culture and Education Centre introduced a sustainable sourcing policy for food and beverage, prioritising foraged ingredients and ethical, artisanal suppliers, reviving ancient food traditions, creating economic opportunities, and promoting cultural and environmental conservation. For this initiative, !Khwa ttu received a gold award,” Meyer said.
Other Western Cape winners at the Responsible Tourism Awards included Uthando, The Heart of Cape Town, and the Table Mountain Aerial Cableway Company, both receiving silver awards.
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