Meet Annemie Liebenberg – Our new CEO
We’re excited to get to know more about Annemie Liebenberg as the new CEO of Visit Stellenbosch. With a passion for destination development and a deep appreciation for the power of tourism to transform communities, Annemie has stepped into this role at a pivotal time. As we look to the future with fresh energy and focus, we asked her a few questions – some fun, some serious – to get to know the person behind the title and to gain insight into her vision for taking Visit Stellenbosch forward.
What excites you most about leading Visit Stellenbosch at this time in its journey?
It is a profound privilege to step into the role of CEO of Visit Stellenbosch—a place where heritage, innovation, and community come together with extraordinary potential.
What excites me most about this new chapter is the opportunity to reimagine tourism not just as a driver of economic growth, but as a powerful force for good. I believe tourism uplifts communities, protect our natural environment, and celebrate the full, diverse story of who we are as Stellenbosch.
Our town is world-renowned for its wine, food, hospitality, and breathtaking landscapes—but in its heart lies in its people. I’m deeply committed to ensuring that tourism works for everyone in all our sectors.
“Tourism should not only bring people to a place but bring life to its people—while preserving the place for generations to come.”
My vision is rooted in sustainability, inclusivity, and collaboration. Together with residents, businesses, and partners, we will shape a future where Stellenbosch remains not just a destination, but a living, thriving community that welcomes the world with pride and purpose.
How do you see Visit Stellenbosch balancing its dual role of promoting the destination while also supporting local tourism businesses and communities?
Stellenbosch is a town that holds a special place in the hearts of all who visit and all who live here. It is not just the beauty of the vineyards or the charm of the old oak-lined streets—it is the warmth and spirit of the people that make Stellenbosch so unforgettable.
At Visit Stellenbosch, we believe that tourism can be a powerful tool for positive change. It is not just about bringing the world to our doorsteps; it’s about creating authentic connections that benefit everyone. When we promote Stellenbosch, we are not just marketing a destination; we are sharing a vision for a sustainable, inclusive future.
We are incredibly excited to work with local business owners, the Stellenbosch Municipality, and other key community leaders to expand and grow programs that are already having a real, positive impact. Our community-based tours, artisan displays, and culinary experiences are just the beginning. These programs aren’t just about giving visitors a taste of Stellenbosch—they’re about inviting them to experience the heart of our community, forging deep connections between locals and guests.
What’s a hidden gem in Stellenbosch that more people need to know about?
Stellenbosch helps you slow down and embrace the luxury of time. In a world that’s constantly moving faster, Stellenbosch is a peaceful escape where you can fully enjoy the present moment. Rather than rushing through your visit, Stellenbosch invites you to take your time—whether it’s leisurely exploring the vineyards, enjoying a meal at one of our restaurants or simply soaking in the stunning natural beauty.
The magic of Stellenbosch lies in its ability to slow the pace of life, encouraging you to pause, reflect, and appreciate the small moments that often make the biggest impact. What makes it even more special is the deep sense of respect and community woven into everyday life.
In Stellenbosch, people are key—whether it’s the way traffic stops to allow pedestrians to cross the road or how locals greet you with warmth and care. It’s a hidden gem, where the luxury of time allows you to connect, unwind, and leave with a refreshed perspective.
To me Stellenbosch is……………
To me, Stellenbosch is where my story began, and it’s a place that continues to shape my journey. It is where I studied, met my husband, and where he made my 21st birthday unforgettable by organising a celebration in “Dagbreek’s Seksie 4 Daktuin” on a student budget. That evening remains one of my favourite memories— a true reflection of the spirit of Stellenbosch.
Stellenbosch is a place where entrepreneurs, artists, academics, and dreamers come together—not just for inspiration, but to find a community that nurtures growth. Whether you’re visiting for a weekend or choosing to build a life here, Stellenbosch leaves an imprint on your soul. It’s a town that invites you in, and more importantly, makes you want to stay.
Today, my eldest is walking those same paths as a first-year student at Stellenbosch University, starting his own journey here. Soon, our youngest will follow, beginning his adventure at US. Stellenbosch will continue to be a part of our family’s story, shaping their futures just as it shaped mine.
As part of the Visit Stellenbosch family, I am excited to contribute and make a positive difference in this community. Whether it is by promoting local culture, supporting sustainable growth, or sharing the experiences that have shaped our own lives here, I am committed to helping others discover and appreciate the true heart of Stellenbosch. Through world-class tourism that is grounded in authenticity and a genuine connection to this place, I hope to inspire others to experience the magic that makes Stellenbosch so special.
