CAPE TOWN – The Western Cape welcomed about 1.5 million international tourists in 2025, an 11.1% increase from the previous year, as the province marks World Tourism Day (WTD).

WTD is celebrated globally on 27 September as declared by UN Tourism. The day affords the global tourism community an opportunity to reflect and commemorate its milestones in relation to the fulfilment of the 2030 Sustainable Development Goals (SDGs).

International visitors generated R25.9 billion in foreign direct spend, accounting for more than a quarter of South Africa’s international tourism expenditure. The United Kingdom and Germany remained the Western Cape’s two largest international source markets.

Domestic market growth

Domestic overnight trips to the Western Cape increased by 15.4% in 2025, reaching about 4 million trips. The province recorded the highest average spend per domestic overnight trip in South Africa, at R3 172.

Tourism supports nearly 258 000 jobs across hospitality, transport, agriculture, culture, guiding and the creative industries.

This year’s global theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”, highlights how innovation and technology are reshaping how destinations compete and deliver visitor experiences.

Wine and agritourism

Minister of Finance and Economic Development Ivan Meyer said wine and agritourism were among South Africa’s most powerful tourism assets, contributing more than R9.3 billion to the economy and supporting over 40 000 jobs.

He said the sector was a major driver of rural development and economic growth, creating opportunities for local businesses and strengthening communities.

Meyer said the latest tourism performance results confirmed that the Western Cape remained one of Africa’s leading tourism destinations.

“Tourism is not merely about visitor arrivals. It is about jobs, entrepreneurship, investment and creating opportunities for communities in every region of our province,” he said.

He said the growth in both international and domestic tourism demonstrated confidence in the Western Cape brand and reflected the dedication of thousands of people working across the tourism value chain.

Meyer said digital innovation and artificial intelligence were opening new opportunities for small tourism enterprises, rural destinations and emerging entrepreneurs to access new markets and enhance visitor experiences.

He said the Western Cape Government remained committed to expanding tourism opportunities, increasing geographic spread and ensuring that more communities benefited from the growth of the visitor economy.