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. 

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.

— Enver Duminy, CEO of Cape Town Tourism

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. 

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.

— Annemie Liebenberg, CEO of Visit Stellenbosch