Joint Marketing Agreement

The two organisations have signed a Joint Marketing Agreement (JMA), bringing together two distinctive destinations that complement one another within the same journey, from Cape Town’s coastline, city energy and cultural attractions to Stellenbosch’s wine, food, heritage, art, nature, shopping and unique local experiences.

The partnership will see the two organisations develop joint itineraries, share content and run collaborative campaigns across their digital channels, supported by joint media and trade activity. The focus will include domestic visitors during key periods such as school holidays, long weekends and the festive season, while also creating reasons to visit year-round and supporting efforts to address seasonality.

The collaboration will encourage visitors to extend their stay in either destination by adding the other to their itinerary, showing how two distinct destinations can work together to create a richer, longer Cape experience.

Joint content will showcase the breadth of experiences available across both destinations, with campaigns, competitions and giveaways creating further opportunities for tourism businesses on both sides to participate in shared storytelling. Joint media and trade engagement will also highlight the combined offering to travel journalists, travel sellers and other industry audiences.

Where relevant, international media and trade activity will position Cape Town and Stellenbosch together as complementary destinations within a longer South African itinerary.

Enver Duminy and Alderman James Vos

“Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape. Stellenbosch adds another dimension to the Cape Town experience, and vice versa. There is a real opportunity to encourage visitors to stay longer, explore more and experience the diversity of our region. This partnership gives us a platform to make that connection more visible, particularly during key travel periods and throughout the year.” Enver Duminy, CEO of Cape Town Tourism.

The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, adds:

“Cape Town’s visitor economy is showing strong momentum, with 1.44 million international overnight visitors and 1.42 million domestic overnight trips recorded in 2025. The opportunity now is to turn that demand into longer stays, greater visitor spend and wider economic benefits.

One of my fundamentals for tourism has always been that we must be soft on borders and strong on vision. Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking. Our Tourism Framework recognises working with neighbouring destinations as an important way to improve geographic spread and grow the visitor economy.

This partnership puts that into practice. By connecting Cape Town and Stellenbosch more deliberately, we can encourage visitors to stay another night, explore more and spend more. Every additional night creates opportunities across the tourism value chain, from accommodation and restaurants to attractions, guides, retailers and the many businesses and people who depend on tourism.”

CEO of Visit Stellenbaosch – Annemie Liebenberg

“Working with Cape Town Tourism allows us to connect two complementary destinations and create a stronger proposition for the region. It also has a very practical benefit for our tourism economy. Longer stays mean more visitor spend, more nights in accommodation and more opportunities for businesses across the tourism value chain to benefit.

“Importantly, this partnership is also about addressing seasonality and creating reasons to visit across the year. When we work together to grow the overall tourism pie, there is greater opportunity for both destinations and for the businesses and communities that depend on tourism.”

Stellenbosch recorded more than 1.35 million overnight visitors in 2025, contributing an estimated R13 billion in total economic impact. The partnership with Cape Town Tourism builds on the strength of both destinations while creating new opportunities to distribute visitor demand, increase length of stay and broaden participation in the tourism economy.

For visitors, the message is simple: Cape Town and Stellenbosch. One more night. So much more to experience.

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