About the strong growth in Stellenbosch tourism

Minister Derek Hanekom, South Africa’s Minister of Tourism, said that Stellenbosch had something quite exceptional to offer the global traveller “… and should become a destination of choice”. He was the opening speaker at the two-day Stellenbosch Business Tourism Indaba 2018 held at Cavalli Wine and Stud Farm outside Stellenbosch end last week.

He added that Stellenbosch had no less than 200 quality restaurants, a diversity of experiences and 150 wine estates to discover and enjoy. “That’s extraordinary, every one of them is special, every one of them is unique, every one of them is beautiful, and a variety of different wines”.

Photo: Dom Wills

Business Tourism                                                                                                                  

With regard to business tourism, mentioning conferences and meeting, he said that Stellenbosch and the Western Cape had experienced impressive growth.

The growth of this sector of tourism in South Africa had been quite exceptional with a 2018 forecast of 54 bids, translating into some 30 000 delegates visiting our country and an income of almost R 1 billion. He said the projected figures for 2022 was set at 103 events, 100 000 delegates and R3,5 billion. This was huge and the spin-offs even bigger, he said.

Five Pillars of Tourism Growth                                                                                            

Hanekom added that every congress delegate and businessperson was bound to do some leisure tourism while visiting South Africa. He challenged all South Africans to promote Brand SA and to “… be the change-agent in whatever you do”.

He referred to the five pillars applied to tourism growth and business tourism in South Africa, including Destination South Africa; making it easier to visit South Africa; unique visitor experiences; marketing South African tourism and inclusive growth.

Promise of the Western Cape and Stellenbosch

Tim Harris, CEO of Wesgro, shared an insightful talk about the new realities of the ever-changing modern world entitled “Economic disruptors – the new normal”.

Tim Harris, CEO of Wesgro, delivering his impactful address.

Gateway to Africa                                                                                                                          

He emphasised that the Cape is a gateway to the rest of Africa, with R45 billion exported to the continent. He added: “Tapping into the rest of Africa’s growth will be key for future growth. Some $400 billion in total consumption growth in the next decade is projected for Africa”. Other positive factors that he mentioned, are:

  • A constant positive economic growth in our province of 2,5% (2nd in SA after Gauteng’s 2,6%) has helped to raise South Africa’s growth rate during 2011 to 2016, while the Western Cape’s lowest in SA’s employment rate of 2,5% helped to lower the national average during 2009 to 2017.
  • Western Cape has a services economy with a strong manufacturing base.
  • A focus on and better air connectivity has boosted trade in goods and services. The Cape Town Air Access project has added 13 new routes and  14 route expansions, adding over 1,5 million two-way seats to Cape Town International.
  • This helped to drive a tourism boom in the Cape International passenger with a growth of 4% during 2016 – 2017.

Stellenbosch trading with the world: 2008 – 2017

On Stellenbosch as a region, he indicated that the area enjoyed strong and positive growth since 2008 with exports rising from R 5,03 billion in 2008 to R 11,47 billion in 2017 with a positive trade balance of R 8,17 billion.

  • Stellenbosch’s exports constituted 40% of the Cape Winelands regional exports in 2017.
  • The municipality only imported 12% of the district’s imports.
  • Over the reviewed period the municipality demonstrated a positive trade balance.
  • Withstanding the drought, citrus fruit exports almost doubled in 2017 (2016-2017) – this led to an increase in the trade surplus.

Huge spin-offs for country                                                                                                                          

Annemarie Ferns, CEO of Stellenbosch 360, commented: “From our regional tourist perspective, I was especially heartened by the fact that Minister Hanekom in his opening speech pointed out the huge spin-offs for South Africa from business tourism and the leisure tourism that goes hand-in-hand, and his belief in Stellenbosch’s potential as an exceptional tourism destination of choice. The statistics and projections that Tim Harris gave in his presentation about Stellenbosch and the Western Cape provide valuable information for our future strategies”.

Business Tourism Indaba a resounding success

Ms Ferns confirmed that the full-house Indaba was indeed a resounding success taking this important regional business tourism strategy and investment to the next level which is essential for sustained tourism growth at all levels.

Minister Derek Hanekom, Minister of Tourism, on the right in a good mood after his opening address, with CEO of Stellenbosch 360 Annemarie Ferns and Sisa Ntshona, CEO of SA Tourism.

She concluded: “We were fortunate to have both high-quality local and international experts as speakers that enriched us with a lot of innovative and intellectual capital, 166 enthusiastic delegates and the whole-hearted institutional support received from SA Tourism, the National Convention Bureau, Cape Town Convention Bureau, Wesgro, the Ministry and the Department of Tourism, the Stellenbosch Municipality, the Stellenbosch University, Grosvenor Conferences and our very accommodating host Cavalli Wine and Stud Farm with its exceptional conference facilities and surrounding scenic beauty. I would also like to extend a special word of thanks to all our Stellenbosch 360 members for their ongoing support, as well as the visiting and other media for their excellent coverage of this event”.