For years the Western Cape has thrown open its doors with a hearty “welcome!” to tourists, both locally and internationally. In celebration of this important income stream Tourism Month is celebrated annually in September.

“We celebrate a sector that continues to create jobs, support businesses, attract investment and showcase the Western Cape to the world,” said Dr Ivan Meyer, Western Cape Minister of Agriculture, Economic Development and Tourism on World Tourism Day, 27 September.

“This year’s global theme, ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, reminds us that innovation and technology are reshaping how destinations compete, market themselves and deliver meaningful visitor experiences.

“The Western Cape’s tourism sector continues to demonstrate remarkable resilience and growth. According to the latest tourism performance data released by South African Tourism, the province welcomed approximately 1,5 million international tourist arrivals in 2025, an 11,1% increase from 2024. International visitors generated R25,9 billion in foreign direct spend, accounting for more than a quarter of South Africa’s international tourism expenditure. The UK and Germany remained the province’s two largest international source markets.”

He said that the domestic tourism market continued with strong growth. Domestic overnight trips to the Western Cape increased by 15,4% in 2025, reaching approximately four million trips.

The province also appeals to high-value domestic travellers with the Western Cape recording the highest average spend per domestic overnight trip in South Africa, at R3 172. This is an indication that a diverse range of tourists requirements can be met.

Creating jobs

Tourism makes a significant contribution to the provincial economy, with 258 000 jobs supported in hospitality, transport, agriculture, culture, guiding and the creative industries.

“The latest tourism performance results confirm that the Western Cape remains one of Africa’s leading tourism destinations,” Meyer said. “Tourism is not merely about visitor arrivals. It is about jobs, entrepreneurship, investment and creating opportunities for communities in every region of our province.

“The growth in both international and domestic tourism demonstrates confidence in the Western Cape brand and reflects the dedication of thousands of people working across the tourism value chain. From accommodation establishments and tour operators to farmers, artists, restaurateurs and transport providers, tourism creates livelihoods and supports inclusive economic growth.”

Wine and agritourism

For the Western Cape wine agritourism is a powerful tourism asset. Meyer said it contributes more than R9,3 billion to the economy and supports more than 40 000 jobs. The sector is a major driver of rural development and economic growth.

“By investing in wine and agritourism we are not only growing tourism but also building more resilient rural economies and creating sustainable livelihoods for generations to come.”

The jewel of Montagu

One of the jewels in the Western Cape’s crown is the picturesque town of Montagu in the Langeberg. It has a lively art and cultural scene and is known for its hot springs, orchards and vineyards where wine and dry fruit are produced. The town has been voted Best Dorpie in the KFM 94.5 Best of the Cape Awards two years running, in 2025 and 2026. It was also the winner in 2021.

One of the driving forces behind this success is the Montagu Ashton Tourism Association (Mata), which has made full use of Tourism Month, to draw many to the town, but also to celebrate those who contribute to its success.

The association believes successful destinations are built through collaboration. “Tourism flourishes when businesses prosper, communities participate, visitors feel welcome, and our natural and cultural assets are protected and cared for,” said Mareletta Munday, Mata manager.

December past saw a record month, with 50 000 visitors spending the night. Mundey said July saw 39 000 visitors.

Collaboration is key

During Tourism Month Mata celebrated businesses, initiatives and those who collaborated to help create this tourism hub. One of those is the African Conservation Trust (Act), which invested in the Montagu community through the Social Employment Fund (SEF) Partnership since October 2025.

More than R162 000 was invested in Montagu MTB Trails to develop, maintain and improve the MTB trail network. Montagu is a mountain-bike mecca and hosted one of the stages of the Absa Cape Epic in March. Act invested R135 300 in the Montagu Hiking Trails to support the SEF teams responsible for the ongoing maintenance and care of the popular hiking trails.

The Montagu Nature Garden and Reserve Space received R214 058 for the care, maintenance and development of this valuable community and natural space. Said Mundey: “They represent an investment in people, places, livelihoods, recreation, conservation and Montagu’s future.

“Our trails and natural spaces are important tourism assets, but they are also spaces that our community uses, enjoys and takes pride in. Keeping them accessible, safe, beautiful and well-maintained benefits everyone.

“When organisations, businesses, community structures, tourism stakeholders and conservation partners work together the impact reaches far beyond any single project. It helps create a town that is vibrant, cared for and attractive to both residents and visitors.”

Mata firmly believes: a thriving tourism destination doesn’t happen by accident; it is built together.