Tourism Generates R13 Billion for Stellenbosch as Destination Strategy Delivers Long-Term Growth

Tourism generated R13 billion for Stellenbosch in 2025, with more than 1.35 million overnight visitors supporting 48,007 direct, indirect and induced jobs across the municipality, according to the latest Tourism Economic Impact Study commissioned by Visit Stellenbosch.

Now in its second year, the annual study provides an evidence-based measure of tourism’s contribution to the local economy and shows that the sector continues to play a central role in economic opportunity, business growth and destination resilience.

The findings show that international overnight arrivals increased by 12% to 641,405 visitors, while domestic overnight tourism grew by 21% to 711,330 visitors. Together, these figures reinforce Stellenbosch’s position as one of South Africa’s leading tourism destinations and point to the strength of a balanced, year-round visitor economy.

Tourism contributes an estimated R35 million to Stellenbosch’s economy every day, while direct tourism value added remained stable at R6.3 billion despite ongoing global economic uncertainty and cautious consumer spending.

The study, independently compiled by Futureneer Advisors, highlights the impact of long-term destination planning and collaboration between Stellenbosch Municipality, Visit Stellenbosch, tourism businesses and local communities.

Visit Stellenbosch’s destination strategy focuses on growing year-round demand, encouraging longer stays, increasing the geographic spread of visitors, supporting tourism businesses and ensuring that the benefits of tourism reach local communities.

As one of Stellenbosch Municipality’s two official Destination Management Organisations, Visit Stellenbosch’s role extends beyond destination marketing to include industry support, strategic partnerships, research, market intelligence and measuring tourism’s broader economic contribution.

Annemie Liebenberg, CEO of Visit Stellenbosch, said:

“Tourism is one of Stellenbosch’s greatest opportunities to create lasting economic value. Every visitor supports local businesses, creates employment and contributes to stronger communities. That is why destination management matters.”

She added that the latest results demonstrate what can be achieved when research, partnership and long-term thinking are aligned behind a shared vision.

Stellenbosch Mayor Jeremy Fasser welcomed the findings, saying the results reflect the value of collaboration between the municipality, Visit Stellenbosch, the tourism industry and local communities.

“The Municipality is proud to invest in and partner with Visit Stellenbosch to grow a visitor economy that creates employment, supports local businesses, attracts investment and enhances quality of life for our residents.”

The study also reinforces Stellenbosch’s wider importance within the Western Cape tourism economy, with the destination attracting approximately 40% of all international visitors to the province.

2025 highlights at a glance:

• R13 billion generated for the local economy

• 48,007 direct, indirect and induced jobs supported

• 1.35 million overnight visitors

• 641,405 international overnight visitors, up 12%

• 711,330 domestic overnight visitors, up 21%

• R35 million contributed to the economy every day

• Approximately 40% of the Western Cape’s international visitors choose Stellenbosch

The Tourism Economic Impact Study forms part of Visit Stellenbosch’s commitment to evidence-based destination management. Independently compiled using data from Statistics South Africa and South African Tourism, it measures tourism’s direct, indirect and induced contribution to the local economy, employment and visitor volumes.

Visit Stellenbosch says the findings will continue to inform destination marketing, development, industry support and collaborative partnerships aimed at strengthening the visitor economy while protecting Stellenbosch’s character, cultural heritage and natural environment.