New research commissioned by Visit Stellenbosch reveals a buoyant local tourism industry, one strategically positioned to amplify economic impact through strategic partnerships and community-led initiatives.
According to phase 1 of the study by Futureneer Advisors, Stellenbosch attracts 40% of all international visitors to the Western Cape, with tourism supporting over 48 000 jobs and contributing R13,1 billion to the local economy in 2024. The study is funded by the Stellenbosch Publicity and Marketing Fund.
“Tourism is one of the greatest drivers of job creation and local economic development in Stellenbosch. It sustains our small businesses, restaurants, cafés, wineries and hospitality sector, ensuring that livelihoods are supported across our communities,” said Jeremy Fasser, executive mayor of Stellenbosch.
“From a municipal perspective, when we get the basics right – clean towns, working infrastructure and a safe, welcoming environment – we create the conditions for tourism to flourish. That is why tourism remains central to our vision of growth, opportunity and shared prosperity.”
The second phase of the study will dive deeper into traveller behaviours, including accommodation preferences, length of stay, and types of travellers to sharpen marketing efforts and trade partnerships.
CLEAR FOCUS POINTS
Phase 1 reflects a growing momentum in efforts to solidify Stellenbosch’s place not only as South Africa’s premier food and wine destination, but also as a model for how tourism can build a resilient and inclusive economy that benefits all who call this valley home.
As Visit Stellenbosch prepares to engage key audiences at events like the 2025 Cape Town Concierge Conference, the data underscores two priorities: levering trade networks and growing domestic demand.
On growing domestic demand, the data shows that while international visitors dominate, domestic tourism remains under-tapped and there’s an opportunity to convert more day trips into overnight stays via curated packages.
The study found 18% of the province’s domestic overnight tourists and 1,6 million day-trippers visited Stellenbosch in 2024 – far below Cape Town’s 4,4 million domestic day visitors during the same period.
Key numbers from the Stellenbosch Tourism Data Study 2025
- 570 840: The number of foreign tourists, who visited Stellenbosch in 2024 (40% of all foreign tourists to the Western Cape).
- 585 693: The number of domestic overnight visits to Stellenbosch in 2024.
- 1,63 million: The number of domestic day visitors to Stellenbosch in 2024.
- R6,3 billion: The direct contribution of foreign and domestic tourism to Stellenbosch’s economy in 2024.
- R13,1 billion: The direct, indirect and induced contribution of foreign and domestic tourism to Stellenbosch’s economy in 2024.
- 23 452: The number of jobs directly sustained by the tourism industry in Stellenbosch in 2024.
- 48 311: The number of jobs directly and indirectly sustained by the tourism industry in Stellenbosch in 2024.
GROWTH OPPORTUNITIES
According to Annemie Liebenberg, CEO of Visit Stellenbosch, this presents an opportunity. “While Stellenbosch continues to attract global travellers, our most significant potential for tourism growth may lie closer to home. By cultivating domestic interest to match even a portion of our international appeal, Stellenbosch has the capacity to substantially increase overall visitor numbers, generate billions in additional local economic activity and create thousands of sustainable employment opportunities, particularly within underserved communities and emerging local enterprises.”
Future phases of the research will provide detailed insights to strengthen trade partnerships and sharpen marketing efforts. Most importantly, the study will track how tourism growth directly benefits local businesses, ensuring Stellenbosch’s tourism success delivers meaningful economic benefits that reach every corner.
“This study is a mandate to deliver outcomes that count: more jobs sustained, more SME revenue retained locally, smoother shoulder seasons and visible inclusion in terms of who benefits,” said Michael Ratcliffe, chairperson of Visit Stellenbosch.
“The next wave of growth will be unlocked by domestic demand, access and inclusion, aligned with provincial and national priorities.”
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