The future of travel: how Stellenbosch can be leading the way
In 2025, tourism is evolving as travellers seek immersive, responsible, and adventure-filled experiences. Sustainability remains a key priority, while AI-powered planning is reshaping how people explore. Cultural heritage travel is booming, and adventure tourism is on the rise, with visitors embracing daring activities. The shift to remote work is also fuelling demand for extended stays in scenic locations. These trends are redefining travel, positioning Stellenbosch as a dynamic, forward-thinking destination that blends tradition, innovation, and sustainability.
Are you ready to be at the heart of it all.
- Cultural Immersion and Heritage Travel: Travellers are still seeking authentic experiences that connect them with local traditions and histories. In South Africa, this manifests in a growing interest in ‘heritage holidays,’ where individuals explore their ancestry and family histories. Notably, 75% of South Africans have taken or plan to take such trips, with younger generations leading this movement.
Here in Stellenbosch, our rich cultural offering makes it a prime destination for those seeking meaningful, immersive experiences. Township & Village is leading the way in showcasing the vibrant hearts of Kayamandi and Dwarsriver where visitors can explore community-driven projects, taste traditional cuisine, and engage with local artisans. From storytelling evenings to hands-on experiences, these activities offer a deep connection to the people and heritage that shape Stellenbosch’s cultural identity. With a wealth of community-led experiences, Stellenbosch is proving that tourism can be both enriching and impactful.
- Adventure Tourism (‘Bravecations’): There’s a rising trend of travellers engaging in adventurous activities they might not typically try at home. In South Africa, 85% of travellers feel more adventurous on holiday. For adrenaline-seekers, Stellenbosch is a natural playground, with some of the best-developed cycling and hiking tracks in the country. Bikes ‘n Wines combines the thrill of mountain biking with wine tasting, offering scenic vineyard trails for all skill levels. Best Day Ever curates action-packed experiences, from e-biking through the winelands to kayaking on the Eerste River. Adventure Shop takes exploration further with guided hikes, 4×4 eco-trails, and even paragliding for those who dare. Whether on two wheels, on foot, or soaring above, adventure in Stellenbosch is limitless.
- Sustainable and Regenerative Tourism: Environmental consciousness is influencing travel choices, with 80% of South African travellers considering the environmental impact of their plans. Many are checking the sustainability credentials of their accommodations before booking, reflecting a commitment to responsible tourism that benefits local communities and preserves natural resources.
Here in Stellenbosch, we are not just embracing sustainability—it’s setting the standard for regenerative tourism. Across the winelands, regenerative farming practices are thriving, with Hartenberg, Spier, and Reyneke leading the way in biodiversity conservation, water management, and ethical farming. But that’s just the beginning. Stellenbosch will be rolling out a Regenerative Tourism initiative, with businesses completing sustainability assessments to showcase those actively mitigating their environmental and social impact. Expect to see a wave of features highlighting businesses that are prioritising people, communities, and long-term sustainability—ensuring that Stellenbosch remains a thriving, responsible destination for years to come.
- Increased Use of AI in Travel Planning: AI is revolutionising how travellers plan and experience their holidays, offering personalised recommendations, instant bookings, and seamless itineraries. In Stellenbosch, AI-powered tools help visitors craft bespoke wine and food experiences, from recommending the perfect wine-tasting route to suggesting farm-to-table dining spots based on individual preferences. Platforms like ChatGPT, Google’s AI-driven travel search, and TripAdvisor’s AI concierge allow travellers to refine their itineraries in real-time, finding hidden gems and local experiences effortlessly.
Even hotels and wineries are integrating AI chatbots to enhance guest interactions, providing instant answers about accommodation, tasting room availability, and event schedules. With AI streamlining research and bookings, planning a dream getaway to Stellenbosch has never been easier or more intuitive.
- Rise of ‘Branded Residences’ and Remote Work Opportunities: The concept of branded residences, which offer a blend of hotel amenities and home comforts, is gaining traction in South Africa. This trend caters to remote workers and travellers seeking longer stays, especially with the country’s introduction of a remote working visa. Destinations like Cape Town are becoming hubs for digital nomads due to their appealing climates and infrastructures.
These trends highlight a shift towards more personalised, responsible, and technologically integrated travel experiences for 2025.