Visit Stellenbosch continues to prioritise initiatives that strengthen the local tourism economy, and its newly signed Joint Marketing Agreement with Cape Town Tourism is a clear example. Announced during Tourism Month, the partnership is designed to draw more overnight visitors, increase length of stay and channel greater economic benefit to Stellenbosch businesses and communities through a connected Cape journey.
The collaboration brings together two complementary destinations that sit naturally within the same itinerary. Cape Town offers coastline, city energy and cultural attractions, while Stellenbosch contributes wine, food, heritage, art, nature, shopping and distinctive local experiences. Together they create a richer regional offering that rewards an extra night or two.
Under the agreement the organisations will develop joint itineraries, share content and run collaborative campaigns across their digital channels. These efforts will be supported by joint media and trade activities. Particular attention will be given to domestic travellers during school holidays, long weekends and the festive season, while also creating year-round reasons to visit and helping to address seasonality.
The aim is straightforward: visitors who plan a trip to one destination will be encouraged to add the other, extending their stay and exploring more of the region. Joint content will highlight the range of experiences available across both places, with campaigns, competitions and giveaways opening opportunities for tourism businesses on both sides to take part in shared storytelling. Where relevant, international media and trade engagement will present Cape Town and Stellenbosch as complementary stops within a longer South African itinerary.
Enver Duminy, CEO of Cape Town Tourism, notes that Cape Town can easily fill a holiday yet also serves as a gateway to the wider Cape. “Stellenbosch adds another dimension to the Cape Town experience, and vice versa,” he says. “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.”
Alderman James Vos, the City of Cape Town’s Mayoral Committee Member for Economic Growth, points to strong recent performance figures: 1.44 million international overnight visitors and 1.42 million domestic overnight trips in 2025. The next step, he argues, is converting that demand into longer stays and greater economic benefit. “Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking,” he says. “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.”
Annemie Liebenberg, CEO of Visit Stellenbosch, emphasises the practical value for the local tourism economy. Longer stays translate into more visitor spend, more nights in accommodation and broader benefits for businesses. She also highlights the partnership’s role in tackling seasonality: “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 itself recorded more than 1.35 million overnight visitors in 2025, contributing an estimated R13 billion in total economic impact. The new collaboration builds on the established strengths of both destinations while creating fresh opportunities to distribute demand, increase length of stay and widen participation in the visitor economy.
For travellers the invitation is simple: Cape Town and Stellenbosch. One more night. So much more to experience.