Stellenbosch, Western Cape, 11 August 2026 – Tourism is more than an industry in Stellenbosch. It is a catalyst for economic opportunity, community prosperity and long-term destination resilience.
Now in its second year, Visit Stellenbosch’s annual Tourism Economic Impact Study provides an evidence-based measure of tourism’s contribution to the local economy. The latest findings show that more than 1.35 million overnight visitors generated R13 billion for Stellenbosch in 2025 while supporting 48,007 direct, indirect and induced jobs across the municipality.
Every day, tourism contributes an estimated R35 million to Stellenbosch’s economy. Behind every visitor is a local story: jobs created, businesses supported, entrepreneurs empowered, and communities strengthened through a thriving visitor economy. These are the lives behind the numbers.
The latest Tourism Economic Impact Study, commissioned by Visit Stellenbosch and independently compiled by Futureneer Advisors, confirms that tourism remains one of Stellenbosch’s most important economic drivers and demonstrates how a shared destination strategy is delivering measurable value for residents, businesses and visitors alike.
The research shows that international overnight arrivals increased by 12% to 641,405 visitors, while domestic overnight tourism grew by an impressive 21% to 711,330 visitors. Together, these figures reinforce Stellenbosch’s position as one of South Africa’s leading tourism destinations and demonstrate the growing strength of a balanced, year-round visitor economy.
While direct tourism value added remained stable at R6.3 billion, the sector continued to generate significant economic value despite global economic uncertainty and increasingly cautious consumer spending. The results point to a destination that has moved beyond post-pandemic recovery and into a new phase of resilient, sustainable growth.
A destination strategy delivering measurable results
Tourism success does not happen by chance. It is the result of long-term planning, strategic investment and collaboration between Stellenbosch Municipality, Visit Stellenbosch, the tourism industry, local businesses and communities working towards a shared vision for the destination.
That strategy focuses on growing year-round demand, encouraging longer stays, expanding the geographic spread of visitors across the destination, supporting tourism businesses, promoting inclusive tourism experiences and ensuring that tourism growth benefits local communities.
As one of Stellenbosch Municipality’s two official Destination Management Organisations (DMOs), Visit Stellenbosch goes beyond destination marketing. The organisation grows demand, promotes year-round visitation, supports tourism businesses, builds strategic partnerships, invests in research and market intelligence, measures tourism’s economic contribution and brings stakeholders together to deliver long-term value for Stellenbosch.
The annual Tourism Economic Impact Study is a key part of this work. By measuring tourism’s direct, indirect and induced contribution to the economy, it informs decision-making, demonstrates return on investment, tracks tourism performance and supports long-term destination stewardship.
Tourism that benefits everyone
Annemie Liebenberg, CEO of Visit Stellenbosch, said the findings demonstrate far more than visitor growth:
“Tourism is one of Stellenbosch’s greatest opportunities to create lasting economic value. Every visitor supports local businesses, creates employment and contributes to stronger communities. That is why destination management matters. Our role is not simply to attract visitors, but to ensure tourism grows sustainably, benefits residents and leaves Stellenbosch stronger for future generations.
“These results show what is possible when research, partnership and long-term thinking come together behind a shared vision.”
A partnership driving destination success
Stellenbosch Mayor, Jeremy Fasser, welcomed the findings and acknowledged the collective effort that continues to position Stellenbosch as one of South Africa’s premier visitor destinations.
“These results demonstrate what can be achieved when Stellenbosch Municipality, Visit Stellenbosch, our tourism industry and local communities work together with a shared vision.
“The Municipality is proud to invest in and partner with Visit Stellenbosch to grow a visitor economy that creates employment, supports local businesses, attracts investment and enhances quality of life for our residents. Together, we are building a destination whose success benefits everyone.”
Setting the benchmark for destination management
The study reinforces Stellenbosch’s strategic importance within the Western Cape tourism economy, attracting approximately 40% of all international visitors to the province.
As destinations across South Africa compete for visitors and investment, Stellenbosch continues to demonstrate the value of collaboration, strategic planning and evidence-led destination management. By combining research, partnership and innovation, the destination is creating a resilient visitor economy that delivers benefits for residents, businesses and visitors alike.
2025 Highlights at a glance:
• R13 billion generated for the local economy
• 48,007 direct, indirect and induced jobs supported
• 1.35 million overnight visitors
• 641,405 international overnight visitors (12% growth)
• 711,330 domestic overnight visitors (21% growth)
• R35 million contributed to the economy every day
• Approximately 40% of the Western Cape’s international visitors choose Stellenbosch
Why we measure the value of tourism
The Value of Tourism is Visit Stellenbosch’s annual economic impact study and forms part of the organisation’s commitment to evidence-based destination management. Independently compiled by Futureneer Advisors using data from Statistics South Africa and South African Tourism, the study measures tourism’s direct, indirect and induced contribution to Stellenbosch’s economy, employment and visitor volumes.
By tracking tourism’s performance year after year, the study provides the insights needed to inform decision-making, guide destination development and demonstrate the value of investing in tourism.
The findings provide a roadmap for the future. Visit Stellenbosch will continue investing in destination marketing, destination development, research, industry support and collaborative partnerships that strengthen the visitor economy while protecting the unique character, cultural heritage and natural environment that make Stellenbosch one of the world’s most desirable destinations.
Great destinations do not happen by chance. They are built through partnership, guided by evidence and inspired by a shared vision.
-ENDS-
For media enquiries, additional information, or to arrange an interview with Annemie Liebenberg, please contact visitstellenbosch@bigambitions.co.za.
About Visit Stellenbosch
Visit Stellenbosch is the official destination marketing organisation for Stellenbosch, dedicated to growing sustainable tourism, supporting the local visitor economy and showcasing the region as one of South Africa’s premier wine, food, culture and outdoor destinations.