Highlights include Market Buzz, where travel specialists will share insights from key international markets, sessions introducing buyers to Zanzibar’s tourism offering, and discussions on the environmental and community impact of tourism. Sports tourism will also feature, with an initiative involving Uganda’s Rwenzori Marathon.

The forum will officially open on 19 October at Diamonds Bijoux, with Zanzibar’s newly appointed Minister for Tourism and Heritage, Dr Nasra Nassor Omar, and her predecessor, Mudrik Ramadhan Soraga, expected as special guests. 

“Zanzibar’s tourism growth has been impressive, and we’re pleased to bring Essence of Africa here at a time when there’s so much interest in the destination,” says Amanda Margison, Co-Founder of Essence of Africa. “We’re honoured to welcome representatives of Zanzibar’s tourism sector and introduce our international travel partners to the people and businesses behind that success.”

Zanzibar takes centre stage

The content programme opens with Destination Zanzibar, sponsored by Profitroom. Moderated by Virginia Messina, Group CEO of ATTA®, the session will bring together representatives of the Zanzibar Commission for Tourism, Zanzibar Investment Promotion Authority and ENVI Lodges to discuss tourism development, investment opportunities and how new tourism products can be brought to market.

“Zanzibar has long captured the imagination of international travellers with its turquoise waters, white sandy beaches and tropical charm,” says Hakeem Kimara, Head of Public Relations at the Zanzibar Commission for Tourism. “But beyond its celebrated coastline lies a destination offering far more: centuries of living history, authentic Swahili culture, exceptional culinary experiences, marine adventures and a growing portfolio of premium tourism products.

“For international tour operators, travel designers and luxury travel specialists attending Essence of Africa 2026, Zanzibar presents an opportunity to expand their product portfolios, reach different traveller segments and create memorable, high-value itineraries. Our message to travel buyers is simple: Zanzibar is not just a beach holiday. It is a complete travel experience waiting to be packaged, promoted and sold.”

Positive Impact explores tourism’s contribution to Zanzibar

Two Positive Impact sessions will introduce buyers to local businesses and organisations working to address environmental challenges and create opportunities for Zanzibar’s communities.

The first, sponsored by ResRequest and moderated by Joy Mbatau, Regional Hub Manager for East Africa at The Long Run, will feature Blue Impact Network, Chumbe Island, CHAKO Zanzibar and Msonge Organic Family Farm. The discussion will look at how tourism businesses are approaching conservation, waste management and local sourcing, and what their work means for the destination.

A second session, sponsored by SiteMinder, will introduce delegates to people behind some of Zanzibar’s local tourism experiences, looking at how these activities connect visitors with communities and contribute to local livelihoods.

Market Buzz brings international market insights to African suppliers

Market Buzz gives African tourism businesses the opportunity to hear directly from travel specialists selling African holidays in international and regional markets. Five sessions will examine changing customer demand, booking patterns and opportunities for African suppliers.

The Asia Pacific session, moderated by Rajay Singh, CEO of Safari Trails and Essence of Africa Advisory Panel member, will focus on India, China and Australia – discussing changing travel patterns, new demand and opportunities to attract repeat visitors.  

The Americas session will examine North America’s increasingly selective travellers and growing interest in Africa from Latin America. David DiGregorio of Re•think Travel Marketing and Andrea Landaeta of Sariri Terra will share their perspectives on these markets.

The Europe session, featuring Paddington Tucker of Travel Advance, will consider changing traveller expectations, pricing, sustainability and what African destinations need to do to remain competitive in one of their most established source regions.

The Middle East session, featuring Sadiq Dindar of AfriLuxe Tourism Advisory Services, will examine the different traveller segments within the region, including luxury and expatriate markets, and the role of air access and visas in converting interest into bookings.

The Africa session, moderated by Mohammed Hersi, Group Director of Operations at Pollmans Tours & Safaris and Essence of Africa Advisory Panel member, will focus on the potential of intra-African travel, bringing together perspectives from across the continent.

“Africa and the Middle East are often grouped together in tourism research, but they’re very different markets with different opportunities,” says Chris Mears, Co-Founder of Essence of Africa. “We’re really pleased to give Africa its own Market Buzz session this year. More Africans are travelling within the continent, and that’s an important market to develop, particularly as regional travel can help cushion destinations against global events that disrupt international tourism.”

Sports tourism offers opportunities for African destinations

With Africa preparing to host several major international sporting events, including the 2027 Africa Cup of Nations, the 2027 ICC Men’s Cricket World Cup and the 2029 World Athletics Championships in Nairobi, tourism businesses have opportunities to attract visiting fans and encourage them to explore the host destinations.

Essence of Africa has partnered with Uganda’s Rwenzori Marathon to introduce delegates to running tourism through a 5km beach walk and 10km beach run on Wednesday, 21 October, at 6am. Rwenzori Marathon founder and Essence of Africa Advisory Panel member Amos Wekesa will lead the event and share his experience of developing a sporting event that attracts international visitors.

Essence of Africa 2026 has 162 confirmed exhibitors, up 53% since the first edition, and 178 international buyers from 40 countries. Buyers come from Europe (39%), the Americas (23%), Asia Pacific (19%), Africa (18%) and the Middle East (2%). 75% are new to the forum, giving exhibitors access to new international trade contacts. Of the exhibitors, 79% are from East Africa and 21% from the rest of the continent. Accommodation providers make up the largest group (61%), alongside DMCs, tour operators, experience providers, transport providers and tourism bodies. Seventy-seven of the buyers are taking part in pre-show familiarisation trips across Zanzibar.

South African travellers returning from Solwezi to Johannesburg now have more convenient same-day connections as Proflight Zambia increases capacity and frequency on two of its key domestic routes.

The expanded October schedule includes additional Solwezi services timed to connect in Lusaka with onward flights to Johannesburg. Proflight Zambia has also doubled its Kasama schedule to six flights a week, giving regional and international travellers greater flexibility when travelling beyond Lusaka.

Better-timed connections from Solwezi to Johannesburg

A new Friday service from Solwezi departs at 12:50 and arrives in Lusaka at 14:00, giving passengers a connection time of 1 hour and 40 minutes before Proflight Zambia’s 15:40 flight to Johannesburg.

The additional Friday service will operate until Christmas and resume in March 2027. The corresponding flight from Lusaka departs at 11:05 and arrives in Solwezi at 12:15.

From 13 October, a further Tuesday service will operate between Lusaka and Solwezi, departing Lusaka at 16:35 and arriving at 17:30. The aircraft will remain in Solwezi overnight before departing at 06:25 on Wednesday and arriving in Lusaka at 07:20.

This gives passengers a 55-minute connection to Proflight Zambia’s 08:15 Johannesburg service, allowing travellers to leave Solwezi early in the morning and continue to South Africa without a lengthy wait in Lusaka.

The connections are particularly useful for business travellers whose work takes them beyond Zambia’s capital, helping them spend less of the working week in transit.

Kasama increases to six flights a week

Proflight Zambia has also doubled its Kasama schedule to six flights a week, using a 29-seat turboprop aircraft.

Flights operate between Lusaka and Kasama on Mondays, Tuesdays, Thursdays, Saturdays, and Sundays, departing Lusaka at 10:25 and arriving in Kasama at 12:00. The return flight departs at 12:35 and arrives in Lusaka at 14:10.

On Fridays, the service operates in the afternoon, departing Lusaka at 14:10 and arriving in Kasama at 15:45. The return flight departs Kasama at 16:20 and arrives in Lusaka at 17:55.

A few dates in October vary slightly owing to planned aircraft maintenance. All times are local, and passengers should consult flyzambia.com for the latest schedules.

Mansa, the third route to benefit from Proflight Zambia’s domestic expansion, had its schedule increased in July and, since 13 September, has had a daily scheduled service for the first time. The growth comes as Mansa Airport undergoes runway and terminal upgrades, which could eventually allow larger aircraft to serve the route.

“When passengers are travelling beyond Lusaka, frequency alone is not enough; the connections also have to work,” said Captain Josias Walubita, Proflight Zambia’s Director of Government and Industry Affairs.

“Proflight Zambia has timed the Solwezi services around the onward Johannesburg flights so passengers can spend less time waiting in Lusaka and more time where they need to be. The increase to Kasama forms part of the same focus on making Zambia’s domestic network more practical for both regional and international travellers.”

The Condé Nast Traveller Readers’ Choice Awards, the longest-running and among the most prestigious accolades in the travel industry, are widely regarded as a global benchmark for travel excellence. Determined by the votes of over 1 million readers across the UK and US, the awards celebrate the destinations, hotels and resorts around the world that consistently deliver outstanding guest experiences. 

“To be recognised by the discerning readers of Condé Nast Traveller across both the UK and US with three significant awards is an incredibly meaningful achievement for us. These prestigious Condé Nast Traveller Readers’ Choice Awards are testaments to our unwavering commitment to delivering exceptional service, and above all, to our dedicated resort teams who continually create mindful moments and extraordinary experiences for our guests,” said Olivier Chavy, Chief Executive Officer of The Lux Collective.

In the UK, LUX* South Ari Atoll was awarded among Best Resort in the Indian Ocean, while LUX* Marijani Zanzibar ranked among Best Resort in Rest of Africa. Across the Atlantic, US readers placed LUX* South Ari Atoll among Best Resort in the Indian Ocean. Top recognition across both the UK and US editions of these prestigious awards reflects the outstanding international reputation of LUX* properties and their continued appeal among travellers worldwide.

Located in the Maldives, LUX* South Ari Atoll captures the essence of island resort living with its laid-back, barefoot spirit, pristine white-sand beaches and remarkable marine encounters, including year-round opportunities to spot whale sharks. Set across the lush and tropical island of Dhidhoofinolhu, the resort features beachfront and overwater villas, diverse dining options with eight restaurants and five bars, extensive water sports and conservation-led experiences, balancing barefoot luxury with sustainability to deliver an energetic and socially conscious take on Maldivian resort living.

Set on the powder-white shores of Zanzibar’s northeast coast, LUX* Marijani Zanzibar is a chic five-star boutique resort that celebrates both the island’s rich heritage and the local Seaweed Mamas to uplift their livelihoods. The property offers beachfront dining, rejuvenating wellness experiences, and vibrant cultural moments, as guests can explore spice plantations, experience traditional dhow sailing, and visit UNESCO- listed Stone Town, making it an ideal base for discovering Zanzibar’s natural beauty and cultural heritage.

As the Group’s flagship brand, LUX* is internationally recognised for contemporary design, exceptional hospitality and its enduring commitment to wellbeing and sustainability. These latest recognitions for The Lux Collective reflect the consistently high standards upheld across the portfolio, while an exciting pipeline of new properties is set to bring the LUX* experience to even more destinations globally.

The 2027 edition is shaping up to be the most geographically diverse yet, bringing together an expanding roster of destinations and suppliers alongside the trends, technologies and market opportunities shaping travel across the continent and beyond.

“If you’re serious about doing business across the African travel and tourism landscape, this is where you need to be,” says Megan De Jager, Portfolio Director for Travel, Tourism and Sports at RX Africa.

“Representation on the show floor is expanding, with new and returning regions adding depth and diversity to the buyer experience, along with valuable opportunities to grow their networks and forge new partnerships.”

Based on the current sales pipeline, the 2027 show is expected to feature expanded representation from the following markets. Some have participated previously and are increasing their presence, while others will be joining the event for the first time:

• North Africa: Egypt and Algeria
• West Africa: Nigeria and Benin
• East Africa and the Indian Ocean: Kenya, Tanzania, Uganda, Madagascar, Mauritius and Réunion
• Southern Africa: Botswana, Zambia, Zimbabwe, Mozambique and Angola
• The Middle East: United Arab Emirates (UAE)

For outbound travel buyers and travel technology professionals, this breadth of representation means more destinations to explore, more suppliers to meet, and more partnerships to forge, all under one roof, over three focused days.

“We are proud and excited to welcome the world’s travel and tourism community to Cape Town once again for the 2027 instalment of WTM Africa in April next year,” says Geordin Hill-Lewis, Mayor Cape Town. “As the premier travel and tourism expo on the continent, this important event creates invaluable opportunities to connect, collaborate and unlock new possibilities for African tourism. With an even broader range of destinations, suppliers and industry expertise coming together, this promises to be an exciting edition. I encourage travel buyers and tourism professionals to register now and secure their place at this important gathering in our city.”

Buyers’ Club: A smarter way to work the show

WTM Africa’s Buyers’ Club is back, and it means business. Designed exclusively for qualified buyers with genuine purchasing and contracting authority, the Club delivers a focused, high-value experience built around the connections and products that drive real commercial results.

Buyers’ Club 2027 membership includes:

• Priority access to new destinations, suppliers, and product developments.
• Exclusive networking with exhibitors and senior industry decision-makers.
• Curated content sessions covering destination trends, outbound travel, travel technology, and emerging market opportunities.
• Access to the dedicated Buyers’ Lounge, with complimentary Wi-Fi, refreshments, and lunch.

Members will also qualify for travel discounts, with details of participating offers to be announced soon.

“Buyers come to WTM Africa with clear commercial objectives, so every part of the experience is designed to make their time count,” says De Jager. “From pre-scheduled meetings and targeted networking to relevant industry content, we want buyers to leave with valuable contacts, fresh market intelligence and tangible opportunities for growth.”

Register now

Buyer registration for WTM Africa 2027 is open now. Don’t wait. Qualified travel buyers and purchasing decision-makers are encouraged to register today and start building their show experience.

WTM Africa 2027
7–9 April 2027
CTICC, Cape Town, South Africa

Register now: www.wtm.com/africa/en-gb/buyers.html

More weekend and festive-season choice from Johannesburg

The airline is now operating a third daily return service between Johannesburg and Lusaka every Friday, Saturday, and Sunday, supplementing its existing services throughout the week. It will also operate 54 additional flights on the route during the December 2026 and January 2027 holiday period.

The additional weekend services between Johannesburg and Lusaka began on Saturday, 19 September. The new evening flight departs Johannesburg at 18:25 and arrives in Lusaka at 20:25. The return service departs Lusaka at 15:30 and arrives in Johannesburg at 17:30. The expanded schedule gives South African business travellers, holidaymakers, and people visiting friends and relatives more flexibility when planning weekend and festive-season travel.

Cape Town gains a new Friday connection

Cape Town travellers will also gain a new Friday service from 11 December, joining Proflight Zambia’s existing Monday, Wednesday, and Saturday flights.

The Friday flight will depart Cape Town at 15:55 and arrive in Lusaka at 20:10. The return service will depart Lusaka at 10:40 and arrive in Cape Town at 15:05.

Operating via Livingstone with a brief stopover, the service gives Cape Town travellers a fourth weekly connection to Lusaka and a fourth weekly direct link to Livingstone. It also improves access to destinations across Zambia through Proflight Zambia’s domestic network.

The Friday schedule connects with morning services from Ndola, Solwezi, Kalumbila, and Mfuwe, making it easier for passengers travelling between Cape Town and Zambia’s key business and leisure destinations to complete their journeys through a single airline network.

Captain Josias Walubita, Director of Government and Industry Affairs at Proflight Zambia, said: “Air connectivity works best when a schedule reflects how people actually travel. The Johannesburg additions provide greater choice over the weekend, while the Friday Cape Town service has been timed to connect with flights from key destinations across Zambia. Rather than simply adding seats, this expansion is about building a more useful regional network that supports the business relationships, family ties, and tourism links between Zambia and South Africa.”

Full schedules are available at flyzambia.com. All flights are bookable through flyzambia.com, Proflight Zambia’s sales offices, and travel trade partners. No flights will operate on Christmas Day, 25 December.

 As South Africa marks Tourism Month, Cape Town Tourism (CTT) and Visit Stellenbosch are joining forces to encourage visitors to stay longer and experience both destinations as part of a connected Cape journey.

The two organisations have signed a Joint Marketing Agreement (JMA), bringing together two distinctive destinations that complement one another within the same journey, from Cape Town’s coastline, city energy and cultural attractions to Stellenbosch’s wine, food, heritage, art, nature, shopping and unique local experiences.

The partnership will see the two organisations develop joint itineraries, share content and run collaborative campaigns across their digital channels, supported by joint media and trade activity. The focus will include domestic visitors during key periods such as school holidays, long weekends and the festive season, while also creating reasons to visit year-round and supporting efforts to address seasonality.

The collaboration will encourage visitors to extend their stay in either destination by adding the other to their itinerary, showing how two distinct destinations can work together to create a richer, longer Cape experience.

Joint content will showcase the breadth of experiences available across both destinations, with campaigns, competitions and giveaways creating further opportunities for tourism businesses on both sides to participate in shared storytelling. Joint media and trade engagement will also highlight the combined offering to travel journalists, travel sellers and other industry audiences.

Where relevant, international media and trade activity will position Cape Town and Stellenbosch together as complementary destinations within a longer South African itinerary. Enver Duminy, CEO of Cape Town Tourism, says: “Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape. Stellenbosch adds another dimension to the Cape Town experience, and vice versa. There is a real opportunity to encourage visitors to stay longer, explore more and experience the diversity of our region. This partnership gives us a platform to make that connection more visible, particularly during key travel periods and throughout the year.”

The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, adds: “Cape Town’s visitor economy is showing strong momentum, with 1.44 million international overnight visitors and 1.42 million domestic overnight trips recorded in 2025. The opportunity now is to turn that demand into longer stays, greater visitor spend and wider economic benefits. One of my fundamentals for tourism has always been that we must be soft on borders and strong on vision. Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking. Our Tourism Framework recognises working with neighbouring destinations as an important way to improve geographic spread and grow the visitor economy. This partnership puts that into practice. By connecting Cape Town and Stellenbosch more deliberately, we can encourage visitors to stay another night, explore more and spend more. Every additional night creates opportunities across the tourism value chain, from accommodation and restaurants to attractions, guides, retailers and the many businesses and people who depend on tourism.” 

Annemie Liebenberg, CEO of Visit Stellenbosch, says: “Working with Cape Town Tourism allows us to connect two complementary destinations and create a stronger proposition for the region. It also has a very practical benefit for our tourism economy. Longer stays mean more visitor spend, more nights in accommodation and more opportunities for businesses across the tourism value chain to benefit. “Importantly, this partnership is also about addressing seasonality and creating reasons to visit across the year. When we work together to grow the overall tourism pie, there is greater opportunity for both destinations and for the businesses and communities that depend on tourism.” 

Stellenbosch recorded more than 1.35 million overnight visitors in 2025, contributing an estimated R13 billion in total economic impact. The partnership with Cape Town Tourism builds on the strength of both destinations while creating new opportunities to distribute visitor demand, increase length of stay and broaden participation in the tourism economy. For visitors, the message is simple: Cape Town and Stellenbosch. One more night. So much more to experience.

Airlink’s New Distribution Capability (NDC) content is now live on Aeronology, the single-screen travel platform that lets advisors search, book and service flights from multiple airlines without switching portals. Branded Airlink Direct Connect, the integration gives travel advisors full booking and servicing control for the regional carrier’s flights in one place for the first time.

For travel advisors, this means a direct solution to the fragmentation in regional African travel, where processing a flight change or refund has often depended entirely on the original booking portal. As the airline sitting at the centre of this network, Airlink’s integration into Aeronology solves a critical bottleneck for the trade.

Joao Regal, Senior Distribution Manager at Airlink, says: “NDC lets us present our full fare and ancillary offering properly, but that content is only as valuable as the ease with which the trade can actually sell and service it. For a network like ours, where itineraries change and need servicing, that matters just as much as the initial booking.”

“Airlink is fundamental to how this region moves,” adds Rian Bornman, Managing Director Africa at Aeronology. “Having it live in the same environment as GDS and LCC content removes one of the biggest remaining sources of friction. Advisors get their time back, and they spend it on clients instead of fighting technology.”

With Airlink Direct Connect live, Aeronology advisors can now:

• Shop, compare, and book Airlink flights seamlessly alongside Global Distribution System (GDS) and Low-Cost Carrier (LCC) content.
• Maintain full post-booking control, including the ability to void, cancel, and manage schedule changes without switching portals.
• Sell and manage ancillary services directly within the same workflow.

Solving the trade’s biggest operational headache

The integration lands against a backdrop the trade has already named as its core operational problem. A recent survey by ASATA, the Association of Southern African Travel Agents and Advisors, found that 82% of South African travel advisors identify managing multiple platforms as one of their biggest daily challenges.

Pete Egglestone, CEO of Aeronology, notes that this milestone proves the platform’s servicing-first model. “We built this platform because the industry outsourced its engine room and then wondered why servicing became so painful. Airlink is exactly the kind of content that proves our model, a carrier African advisors sell every day, now fully serviceable from tip to tail on the same screen as everything else.” Airlink Direct Connect is available immediately to all Aeronology advisors, including those without prior GDS experience, featuring real-time commission visibility and 24-hour telephone support.

Home to South Africa’s largest concentration of award-winning restaurants, celebrated wine estates, visionary chefs and artisan producers, Stellenbosch once again invites visitors to experience why it is recognised as the country’s leading food and wine destination.

Some destinations are known for great restaurants. Stellenbosch is something else entirely.

Here, award-winning chefs, passionate winemakers, artisan producers, farmers and welcoming hosts come together to create a destination where every meal tells a story. Whether it is an intimate chef’s table, a long table feast among the vines, an innovative tasting menu or a leisurely brunch that turns into an afternoon, food is not simply something you enjoy. It is how you experience Stellenbosch.

It is this extraordinary concentration of chefs, winemakers, farmers, cheesemakers, bakers, distillers, olive producers and hospitality experiences, all within minutes of one another, that makes Stellenbosch unlike anywhere else in South Africa. Every meal begins long before it reaches the table, rooted in exceptional local produce, generations of craftsmanship and a culture that celebrates creativity, collaboration and genuine hospitality.

Recognised by the Eat Out Awards, Gourmet Guide and the World’s 101 Best Steak Restaurants, Stellenbosch continues to set the benchmark for culinary excellence in South Africa. Home to some of the country’s most celebrated restaurants and wine estates, the destination has earned a reputation for delivering world-class food and wine experiences that are authentic, innovative and deeply connected to place.

“Taste Stellenbosch is more than a celebration of exceptional food and wine. It is a celebration of the people, passion and craftsmanship that have shaped Stellenbosch into South Africa’s leading food and wine destination,” says Annemie Liebenberg, CEO of Visit Stellenbosch.

“Every chef, winemaker, farmer, artisan producer and host contributes to a culinary story that is uniquely Stellenbosch. Here, remarkable experiences begin with extraordinary ingredients, are brought to life by talented people and shared around tables that inspire conversation, connection and discovery. Taste Stellenbosch invites visitors to slow down, savour every moment and experience a destination where every meal becomes a lasting memory. We hope every visitor leaves inspired, already planning their return, because the very best way to discover Stellenbosch is one unforgettable meal at a time.”

This year’s programme celebrates the remarkable breadth and diversity of Stellenbosch’s culinary landscape. From intimate chef collaborations and immersive food and wine pairings to vineyard feasts, long table gatherings, heritage dining experiences and menus created exclusively for the season, every experience has been thoughtfully curated to showcase the creativity, generosity and unmistakable sense of place that define South Africa’s leading food and wine destination.

“Taste Stellenbosch is an invitation to experience the extraordinary diversity of our destination,” says Daniel Kriel, Chairman of Taste Stellenbosch.

“Whether it is an intimate chef’s table, a vineyard feast, a long lunch with friends or discovering a hidden culinary gem for the first time, every experience has been thoughtfully created by passionate people who love sharing Stellenbosch. Visitors won’t simply enjoy exceptional food and wine. They’ll discover the warmth, creativity and generosity that make this destination so memorable and leave with every reason to return.”

Highlights of Taste Stellenbosch 2026 include:

• De Warenmarkt’s interactive Test Kitchen and Pinotage & Venison Winemakers’ Dinner with Beyerskloof.

• 96 Winery Road Restaurant’s nostalgic four-course celebration of 30 years of Good Food, Good Wine and Good Times.

• HŌSEKI at Delaire Graff Estate’s Nihon Jūdan, an elegant culinary journey through regional Japanese flavours.

• Muratie Farm Kitchen’s Story Room Experience, where exceptional wines, slow-cooked cuisine and heritage storytelling come together.

• Pink Valley Restaurant’s Pink Drinks & Petite Plates experience, pairing rosé wines with beautifully crafted tasting plates.

• Warwick Wine Estate’s signature gourmet slider and wine pairing.

• Lanzerac’s guided Taste Lanzerac experience and Family Style Sundays.

• Klein Joostenberg Bistro’s spectacular long table farm brunch celebrating seasonal produce, artisan charcuterie, oysters and sparkling wine.

But Taste Stellenbosch doesn’t end at the table.

Some places deserve more than a day

Exceptional seasonal accommodation experiences at boutique guesthouses, luxury hotels, vineyard estates and countryside retreats invite visitors to slow down and stay a little longer. Wake up among the vineyards, linger over another breakfast, discover another cellar, book another table and give yourself the greatest luxury of all: another day to experience the flavours, people and unexpected moments that make Stellenbosch unforgettable.

Because the best meals are never rushed. Neither is Stellenbosch.

Taste Stellenbosch accommodation highlights include:

• 10 Alexander B&B: Stay for two nights and savour a third night free at the #1-rated Tripadvisor B&B in Stellenbosch.

• Rozenburg Guesthouse: Stay within walking distance of Stellenbosch’s historic village centre, top restaurants and wineries, and enjoy 30% off your accommodation.

• Spier Wine Farm: Book two nights or more and receive R1,600 credit to indulge across dining, wine and spa experiences.

Discover the full range of participating accommodation at: taste.visitstellenbosch.org/accommodation/

Come hungry. Leave inspired. Return soon.

Taste Stellenbosch runs from 1 August to 20 September 2026.

Discover the full programme of dining experiences, accommodation packages and seasonal inspiration at: taste.visitstellenbosch.org

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.

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.

As ASATA celebrates its 70th anniversary, they’re opening their archives and inviting us to revisit the milestones that modernised the industry – and changed how South Africans travel. 

1. 1956: Travel agencies become part of the journey

In 1956, ASATA was established as the first formal body to represent South African travel agents and elected Jim Finlay as its first chairman. At the time, travel agencies were essential to planning a trip, handling everything from tickets and passports to visas and even foreign currency. There was no such thing as booking it all yourself.

2. 1959–1971: The world gets easier to reach

The arrival of the first American Express plastic charge card in 1959 transformed international travel. Instead of carrying cash or travellers cheques, travellers could pay for flights, accommodation and everyday expenses with a single card. The arrival of the Boeing 747 in 1970 made long-haul travel more accessible than ever before, and in 1971, SAA rounded things off with SAAFARI, its very own automated reservations system – basically the ancestor of every booking app on your smartphone today.

3. 1972: A genuine world-first

In 1972, just one year after Japan pioneered IATA’s Billing and Settlement Plan (BSP), South Africa became the second country in the world to adopt it. The same year, ASATA elected its first president, John Bing, and successfully negotiated an increase in domestic airline commission from 5% to 7%.

*BSP is the standardised system that keeps ticket sales, reporting and payments between agents and airlines from descending into chaos.

4. 1978–1985: Regulation, insurance and the ticketing shake-up

Between the late 1970s and early 1980s, ASATA really rolled up its sleeves. The association helped draft the bill that became the Travel Agent and Travel Agencies Act (1983) and teamed up with SAA to introduce automatic ticket printing. It also negotiated an exclusive traveller insurance (Travelsure) and secured a 15-day BSP settlement period, modernising how travel agencies operated behind the scenes.

5. 1992–1994: Ethics and deregulation

During this timeframe, ASATA introduced its first Code of Conduct, reinforcing ethical standards across the industry. Just two years later, the Tourism Bill repealed the Travel Agent and Travel Agencies Act, ushering in a new era of competition and deregulation.

6. 1993–1998: A changing landscape

The repeal of marital power meant married women could finally open bank accounts, obtain credit cards, sign contracts and pay for travel independently without their husband’s consent. In 1998, ASATA elected its first Black president, Kananelo Makhetha, reflecting the transformation of both the association and South Africa itself.

7. 2001: Flying would never feel the same again

Before 9/11, passengers could arrive at the airport shortly before departure and loved ones could accompany them to the boarding gate. Then everything changed. Security tightened everywhere, and “arrive three hours early” became gospel.

8. The 2000s: Reinvention begins

During this time, smartphones, social media and online booking platforms completely transformed how people researched, booked and shared their travels. In 2005, ASATA elected its first woman president, Amanda Harrod, and as airline commissions shrank, professional service fees models filled the gap.

In 2010, the FIFA World Cup showcased South Africa to billions of people across the globe as a world-class tourism destination, proving that this country knows how to host a good party.

Throughout the 2010s, ASATA engaged government on unabridged birth certificates for minors, worked with National Treasury on cost containment measures, secured legal guardrails for pricing transparency, and helped determine the VAT treatment of international tickets through a favourable Constitutional Court outcome in 2020.

9. 2020: When travel stopped

COVID-19 became the greatest crisis the travel industry had ever faced. Borders closed, airlines grounded fleets and refunds became a lifeline for travellers. ASATA worked tirelessly to support members through SAA’s business rescue (2019-2022) and advocate for border reopening.

10. 2023 and beyond: Buckle up for the next chapter

Today, AI, digital borders and new traveller expectations are reshaping travel once again. Yet one thing has remained remarkably consistent: When flights are cancelled, visas become complicated or plans fall apart, people still turn to trusted travel professionals for guidance.

“That belief has guided ASATA since 1956,” says ASATA CEO, Otto de Vries. “Seventy years later, it remains at the heart of South African travel. In all that time, credible expertise never went out of fashion, and I suspect it never will.”