Visit Stellenbosch and the Stellenbosch Improvement and Transformation Initiative (SITI) relaunched their Tourism Assistants Programme, placing local youth at the centre of the town’s visitor experience.
The regenerative tourism initiative supports job creation, strengthens community pride and ensures safer visitor-resident interactions.
Ten tourism assistants now serve the town, including eight new trainees who completed training at Bergzicht Training Centre in October plus two students from the Pinotage Youth Development Academy.
The programme transforms local youth into ambassadors equipped to guide and inform visitors while ensuring safe, authentic experiences. “Sustainable tourism starts with people,” said Annemie Liebenberg, CEO of Visit Stellenbosch.
“Through the Tourism Assistants Programme we are investing in our youth and, simultaneously, elevating the visitor journey. This project embodies our commitment to regenerative tourism, one that leaves communities stronger, more skilled and more connected.”
The initiative aligns with broader strategies for job creation, visitor safety and public-private collaboration. A key goal is creating inclusive opportunities enabling locals to take ownership of their future while playing meaningful roles in tourism – an important economic driver.
“SITI is proving that impact-driven innovation doesn’t only belong in boardrooms, but belongs on our streets, in our communities, and in our people,” said SITI project lead Marinus Louw.
“This is a practical step towards regenerating Stellenbosch’s tourism economy from the ground up by empowering young people to step into visible, respected roles as town ambassadors.”
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The initiative reflects Stellenbosch’s sustainable-development approach and echoes successful collaborative efforts such as the recently-launched “Rent-a-Cop” programme, also driven by SITI and Visit Stellenbosch partnerships.
Stellenbosch mayor Jeremy Fasser praised the programme as “a shining example” of what happens when communities, government and business work together with shared purpose.
“In Stellenbosch we don’t just talk about job creation; we create real, tangible pathways for young people to thrive. By supporting such initiatives we ensure tourism benefits are shared, inclusive and sustainable,” he related.
For the group, taking to the streets symbolises a new tourism era rooted in local pride, inclusive participation and unforgettable visits – tourism with purpose.
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