Whether it is the wine, the hiking trails, the rich history or the culinary delights, the greater Stellenbosch’s tourism sector remains a major player in the local economy, generating R13 billion in the last year.

According to the Visit Stellenbosch’s annual Tourism Economic Impact Study, more than 1,35 million overnight visitors generated R13 billion for the town.

The study, now in its second year, provides an evidence-based measure of tourism’s contribution to the local economy.

The latest findings show that along with the billions generated, tourism supported 48 007 direct, indirect and induced jobs across the Stellenbosch Municipality.

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Sustainable growth

“Tourism is one of Stellenbosch’s greatest opportunities to create lasting economic value,” explained Annemie Liebenberg, CEO of Visit Stellenbosch.

“Every visitor supports local businesses, creates employment and contributes to stronger communities. That is why destination management matters. Our role is not simply to attract visitors, but to ensure tourism grows sustainably, benefits residents and leaves Stellenbosch stronger for future generations.”

Liebenberg added that the findings demonstrate far more than visitor growth.

“These results show what is possible when research, partnership and long-term thinking come together behind a shared vision.”

A story in numbers

Every day tourism contributes an estimated R35 million to Stellenbosch’s economy. Behind every visitor is a local story – jobs created, businesses supported, entrepreneurs empowered and communities strengthened through a thriving visitor economy.

The latest Tourism Economic Impact Study, commissioned by Visit Stellenbosch and independently compiled by Futureneer Advisors, confirms tourism remains one of the region’s most important economic drivers and demonstrates how a shared destination strategy is delivering measurable value for residents, businesses and visitors alike.

The research shows that international overnight arrivals increased by 12% to 641 405 visitors, while domestic overnight tourism grew by an impressive 21% to 711 330 visitors.

These figures reinforce Stellenbosch’s position as one of South Africa’s leading tourism destinations and demonstrate the growing strength of a balanced, year-round visitor economy.

While direct tourism value added remained stable at R6,3 billion, the sector continued to generate significant economic value despite global economic uncertainty and increasingly cautious consumer spending.

The results point to a destination that has moved beyond post-pandemic recovery and into a new phase of resilient, sustainable growth.

Measurable results

Tourism success does not happen by chance. According to the Visit Stellenbosch team the success is the result of long-term planning, strategic investment and collaboration.

That strategy focuses on growing year-round demand, encouraging longer stays, expanding the geographic spread of visitors across the destination, supporting tourism businesses, promoting inclusive tourism experiences and ensuring that tourism growth benefits local communities.

Stellenbosch mayor Jeremy Fasser welcomed the findings and acknowledged the collective effort that continues to position Stellenbosch as a premier visitor destination.

“These results demonstrate what can be achieved when Stellenbosch Municipality, Visit Stellenbosch, our tourism industry and local communities work together with a shared vision,” he said.

“The municipality is proud to invest in and partner with Visit Stellenbosch to grow a visitor economy that attracts investment and enhances quality of life for our residents. We are building a destination whose success benefits everyone.”

The study found around 40% of international visitors to the Western Cape visit Stellenbosch, while 641 405 international visitors stayed overnight. Along with visitors from overseas, domestic overnight visitors is also up by 21%.

Roadmap for the future

The Value of Tourism is Visit Stellenbosch’s annual economic-impact study and forms part of the organisation’s commitment to evidence-based destination management.

Independently compiled by Futureneer Advisors using data from Statistics South Africa and South African Tourism, the study measures tourism’s direct, indirect and induced contribution to Stellenbosch’s economy, employment and visitor volumes.

By tracking tourism’s performance year-on-year, the study provides the insights needed to inform decision-making, guide destination development and demonstrate the value of investing in tourism.

The findings provide a roadmap for the future.

Visit Stellenbosch will continue investing in destination marketing, destination development, research, industry support and collaborative partnerships that strengthen the visitor economy while protecting the unique character, cultural heritage and natural environment that make Stellenbosch one of the world’s most desirable destinations.

Great destinations do not happen by chance. They are built through partnership, guided by evidence and inspired by a shared vision.

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