Stellenbosch, Western Cape – 13 March 2025: Visit Stellenbosch is delighted to announce the appointment of Annemie Liebenberg as its new Chief Executive Officer. Liebenberg succeeds Jeanneret Momberg, who served as CEO until October 2024, and takes over from acting CEO and current marketing manager, Elmarie Rabe, who has skilfully led the organisation during the transition period.
As the official destination marketing organisation for Stellenbosch, the Visit Stellenbosch team 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.
It’s a dynamic space, and a perfect fit for Liebenberg, who brings over 17 years of expertise in strategic tourism marketing, stakeholder collaboration and leadership across South Africa’s premier tourism destinations. She is known for her 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 & Communication Consultant for Friday Street Club, Liebenberg also previously served as Marketing Manager: Tourism, Public Relations and Customer Services, as well as Head of Department: Tourism, Communications and Customer Services at Cape Town’s V&A Waterfront.
Amongst 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 Western Cape Tourism, Trade and Investment Promotion Agency (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.”
Annemie Liebenberg begins her tenure as CEO on Monday, March 17, 2025.
For media inquiries, please contact Roland Müller at roland@bigambitions.co.za.
Discover more about Stellenbosch and upcoming events at www.visitstellenbosch.org or follow Visit Stellenbosch on Facebook and Instagram.
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