In the world of travel, few terms are as overused—and misunderstood—as “luxury.” Yet, as we enter Q2 of 2025, luxury travel has become one of the most influential forces shaping global tourism. And for destinations like Stellenbosch, this shift presents an exceptional opportunity. But to truly capture this market, we must first understand what modern luxury travel is—and what it isn’t.

Luxury travel today is not about gold taps, marble lobbies, or Michelin stars (though those still have their place). As beautifully articulated in Global Tribes’ definitive article “What is Luxury Travel and How Does it Work?”, luxury is best defined by exclusivity, personalisation, and emotional value. The luxury traveller isn’t just looking for a high price tag—they’re seeking effortless comfort, meaningful connections, curated cultural experiences, and an escape from the predictable.

That’s where Stellenbosch shines.

Stellenbosch: Authentic, aspirational, and effortlessly elegant

From historic oak-lined streets to world-renowned wineries, Stellenbosch offers all the elements that define luxury travel in 2025:

Cultural immersion: This is not just a wine destination—it’s a place where Cape Dutch heritage meets contemporary design, where art galleries, music, and storytelling invite travellers into a rich and living culture.

Curated comfort: With a growing collection of boutique stays and private villas, Stellenbosch delivers exclusivity and service in equal measure. Here, (five) stars are more than a rating—it’s a feeling.

Sustainable luxury: From vineyard-to-table dining and regenerative tourism practices to community-based experiences in Dwarsrivier and Kayamandi, Stellenbosch offers purpose-driven indulgence—where every glass of wine comes with a story and every bite supports the land and its people.

Nature on your doorstep: With the Jonkershoek mountains, lush gardens, and hiking trails within minutes from the town centre, visitors can step seamlessly between indulgent luxury and nature’s serenity.

So, how do we sell this premium experience to the trade?

The first rule? Stop selling features. Start selling feelings.

Luxury travellers want experiences that make them feel transformed, connected, and well cared for. That’s why education of the travel trade is so critical. Tour operators and travel advisors must not only know about Stellenbosch’s offerings—they must be emotionally invested in them.

Here’s how we do that:

Offer immersive destination training that focuses on stories, not statistics. Highlight the winemaker who crafts Pinotage like a poet, the chef who cooks with wild fynbos, or the artist in Kayamandi sharing heritage through sculpture.

Use short, story-driven content: Give trade partners video clips, reels, and real-life guest stories that evoke Stellenbosch’s spirit. Don’t just describe a luxury picnic among the vines—show them what it feels like to clink glasses under a centuries-old oak tree.

Host familiarisation (FAM) trips that reflect the true Stellenbosch experience—slow mornings, spontaneous conversations, and hands-on encounters with local life.

Support personalisation: Empower agents to build bespoke itineraries for honeymoons, wine collectors, art lovers, or wellness seekers. Stellenbosch is not one-size-fits-all, and nor should the sales approach be.

What sets Stellenbosch apart

Unlike other destinations, Stellenbosch doesn’t have to manufacture luxury—it’s already here, in the people, the produce, and the place. What we’re selling is not a façade but a feeling. And that, ultimately, is the very heart of luxury travel today: emotional connection, authenticity, and stories that linger long after the journey ends.

As we champion Stellenbosch on the world stage, let us embrace this new luxury—one that is humble, human, and wholeheartedly South African.

Visit Stellenbosch CEO, Annemie Liebenberg, recently attended WTM Africa 2025 in Cape Town—a dynamic gathering of global tourism leaders, innovators, and changemakers. The event offered a wealth of insight into the trends shaping the future of travel and how destinations like Stellenbosch can lead with purpose, innovation, and sustainability. Here’s a summary of the key sessions Annemie attended and how their insights can inspire and guide our strategic direction.

1. Embedding sustainability in everything we do

One of the central themes across the talks was the elevation of sustainability from a niche initiative to a core tourism driver. The session on Sustainability & Best International Practice emphasized the role of ESG principles in crafting tourism offerings that are not only environmentally responsible but also socially uplifting and economically sound.

Annemie highlighted the importance of adopting data-driven sustainability metrics to measure our impact and progress. There’s an urgent opportunity for Stellenbosch to align our tourism experiences with regenerative principles—be it through carbon-conscious practices, community engagement, or eco-tourism initiatives. As a wine and culture destination, we can champion green leadership by spotlighting establishments that embrace responsible tourism.

2. Designing for all: Inclusive and sensory-friendly experiences

The conversation around Inclusive Travel was both inspiring and actionable. The session presented practical steps destinations are taking to accommodate neurodivergent travellers and those with sensory sensitivities. Features like quiet zones, staff awareness training, and visual guides were shown to make a significant difference in accessibility.

Annemie noted how Stellenbosch can lead in this space by making small, thoughtful changes—especially in our museums, tasting rooms, and walking tours. By becoming more inclusive, we not only widen our visitor base but also demonstrate our commitment to creating a welcoming and empathetic tourism environment.

3. Looking ahead: The future of travel

As the industry evolves, so too must our approach. The Future of Travel session explored how AI, immersive experiences, and “phygital” design are redefining the traveller journey—particularly among younger generations. There’s growing demand for authentic, personalised, and ethically grounded travel experiences.

For Stellenbosch, this reinforces the need to embrace digital tools that enhance the visitor experience without losing our cultural identity. Whether it’s through augmented reality storytelling, AI-powered itineraries, or personalised recommendations, we must meet travellers where they are—curious, conscious, and connected.

4. Tourism with a purpose: Nature-positive futures

Nature-Positive Tourism offered a refreshing take on the role of tourism in ecosystem restoration. Rather than just minimizing harm, destinations are investing in rewilding, biodiversity projects, and conservation partnerships that involve local communities.

Stellenbosch, with its proximity to protected natural areas and deep agricultural heritage, is well-positioned to lead the way in nature-positive tourism. Annemie believes we can incorporate climate-resilient strategies and water stewardship into our planning, building a model that not only protects but also enhances our natural assets.

5. Reimagining wine tourism

In a panel led by Mike Ratcliffe, the conversation around Wine Tourism revealed a growing appetite for immersive, cultural-rich experiences. The future of wine tourism lies in storytelling, sensory experiences, and collaboration between wineries, chefs, artists, and local guides.

Annemie envisions Stellenbosch evolving beyond traditional wine tastings to offer year-round, narrative-driven experiences—connecting visitors to the soul of our winelands through food, heritage, and creativity. Cross-sector collaboration will be key to amplifying our region’s unique voice on the global stage.

The road ahead

WTM Africa 2025 reaffirmed that the future of tourism is inclusive, sustainable, innovative, and deeply connected to community and nature. Annemie’s participation ensures that Visit Stellenbosch remains at the forefront of global thinking while grounding our efforts in local context and collaboration.

As we move forward, these takeouts will inform our planning, inspire stakeholder engagement, and guide the way we present Stellenbosch to the world: not just as a destination, but as a purpose-driven community.

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.

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.

1. 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.

3. 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.

4. 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.

5. 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.