The Stellenbosch Blueprint: A Destination That Stays with You
Stellenbosch, 14 November 2025 – Private sector, community, members, and municipality – united by a shared purpose – are redefining tourism in Stellenbosch. Visit Stellenbosch is proving that a destination can thrive when everyone moves together.
Visit Stellenbosch’s AGM on Friday, 14 November, was a celebration of that unity. The town’s tourism community packed the room, with Western Cape Premier Alan Winde, Executive Mayor Jeremy Fasser, Deputy Mayor Mynhardt Slabbert, councillors, and municipality representatives in attendance to acknowledge a rare achievement: a public private partnership that has not only survived economic pressures, disruption, and bureaucracy but is now thriving.
“At six years old, Visit Stellenbosch is settled, established, and battle tested – something to be proud of,” said Michael Ratcliffe, Co-founder and Chairman of Visit Stellenbosch. “We have something good going in this town.”
That “something good” is a cohesive tourism ecosystem, with private and public sectors working hand in hand to drive growth, jobs, inclusion, and a strategy that encourages overnight stays and repeat visits.
A Year-Round, Multi-Day Destination
Premier Winde applauded the town’s growth, calling Stellenbosch’s tourism ecosystem “shooting the lights out.” With world-class wine estates, award-winning gastronomy, and experiences that captivate, Winde says, “Anyone who experiences Stellenbosch is amazed. We need more of this.”
Before Visit Stellenbosch, different sectors often pulled in different directions. Now, Ratcliffe explains, “When one sector moves, we all move together.” This unified approach has created an “experiential economy” that works: Taste Stellenbosch transformed September from a quiet month to a highlight of the tourism calendar; Wordfees brought culture to the streets; Garden Town reflected growth and evolution; and Street Soirees added vibrancy. Each initiative amplifies the others.
“We are building a great relationship with our ‘big brother’, Cape Town,” Ratcliffe adds. “But we’re also putting energy into overnight stays. We are much more than a day trip.”
More Visitors, More Growth
Annemie Liebenberg, CEO of Visit Stellenbosch, emphasises the wider impact: “More visitors mean micro businesses grow. It brings dignity, stability, and hope. We are creating a year-round, purpose driven, high value destination, with community tourism at its heart. Every neighbourhood must benefit.”
The town’s Township and Village initiative, recently awarded Silver at the Global Responsible Tourism Awards at WTM London, exemplifies this commitment. As Ratcliffe notes, “Township and Village make us look good” – showing that success is measured by the growth of the whole community.
Momentum Is Building
Stellenbosch now attracts 40 percent of international visitors to the Western Cape, with tourism supporting over 48,000 jobs and contributing R13.1 billion to the local economy in 2024. Despite challenges, including complex municipal funding regulations and proposed agricultural zoning bylaws, Ratcliffe observes a renewed collaboration between government and the private sector.
With 228 direct international flights into Cape Town each week and a new Cape Winelands Airport in development, the conditions for growth are strong. The Western Cape’s unemployment rate has dropped below 20 percent, and load shedding has ended.
Premier Winde highlighted the responsibilities that come with success: businesses must meet international expectations, and value must remain competitive. He also stressed the need for investment in beds, restaurants, and infrastructure to support an overnight tourism model.
A Blueprint for the Future
Ratcliffe cautioned against complacency: “All relationships need work, energy, and follow through. Government partners must also cut red tape and foster progress.”
After navigating a “year of firsts” in 2025 – a new Mayor, Deputy Mayor, and CEO – Visit Stellenbosch has shown that public private partnerships work. At the AGM, Mayor Fasser reaffirmed his commitment to protecting and building on a blueprint that is putting Stellenbosch firmly on the map as a multi-day, high value destination, naturally connected to Cape Town and on the doorstep of the Mother City.
