Annemie Liebenberg has been appointed as the new CEO of Visit Stellenbosch. She officially took over the reins on Monday (17 March).
She succeeds Jeanneret Momberg, who served as CEO until last October, and takes over from acting CEO and current marketing manager, Elmarie Rabe, who has skillfully led the organisation during the transition period.
As the official destination marketing organisation for Stellenbosch, Visit Stellenbosch is focused on driving tourism, growing the local economy, creating jobs, and celebrating the cultural heritage, culinary excellence, museums, galleries, wineries, and world-class tourism experiences of South Africa’s second oldest town.
Liebenberg boasts more than 17 years of expertise in strategic tourism marketing, stakeholder collaboration and leadership across SA’s premier tourism destinations. She has a proven track record in developing commercially successful and sustainable promotional initiatives, supporting local economies and managing crisis-resilient programmes.
As a former tourism consultant for the City of Cape Town and marketing and communication consultant for Friday Street Club, Liebenberg also previously served as marketing manager of tourism, public relations and customer services, as well as the head of department for tourism, communications and customer services at the V&A Waterfront.
Among her career highlights are leading the development of Cape Town’s Sustainable Tourism Strategy, which was incorporated into the Western Cape Education Department’s curriculum, and managing programmes and influential partnerships at local, national, and international level. Liebenberg is a former board member of Cape Town Routes Unlimited, the precursor to the Wesgro.
Michael Ratcliffe, Co-founder and Chairman of Visit Stellenbosch warmly welcomed the appointment: “We are absolutely thrilled that Annemie is joining us, bringing her visionary leadership, innovative approach and impressive track record to Stellenbosch’s tourism promotion. At the same time, we extend our heartfelt thanks to Jeanneret Momberg for the large footprints that she is leaving, and to Elmarie Rabe for her dedicated leadership, guiding Visit Stellenbosch effectively during a critical phase of transition.”
Commenting on her appointment, Liebenberg said: “It is an honour to lead Visit Stellenbosch into its next exciting chapter. Stellenbosch’s layered heritage, friendly community and world-renowned wine and tourism offerings present enormous opportunities. I look forward to collaborating closely with partners, businesses and residents to ensure Stellenbosch continues to grow as a leading global destination, sustainably and inclusively.”
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