Tourism generated R13bn for Stellenbosch and supported 48,007 direct, indirect and induced jobs in 2025, according to the latest annual Tourism Economic Impact Study commissioned by Visit Stellenbosch.
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PixabayThe study found that more than 1.35 million overnight visitors travelled to Stellenbosch during the year, with international overnight arrivals increasing 12% to 641,405 and domestic overnight tourism growing 21% to 711,330.
Tourism's economic impact
The latest Tourism Economic Impact Study, independently compiled by Futureneer Advisors, found that tourism contributes an estimated R35m to Stellenbosch's economy each day.
While direct tourism value added remained stable at R6.3bn, the sector continued to generate economic value despite global economic uncertainty and increasingly cautious consumer spending.
The increase in both international and domestic overnight visitors contributed to growth in tourism activity across the municipality.
Destination strategy
Tourism activity in Stellenbosch is supported by collaboration between Stellenbosch Municipality, Visit Stellenbosch, the tourism industry, local businesses and communities.
The destination 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's work includes growing demand, promoting year-round visitation, supporting tourism businesses, building strategic partnerships, investing in research and market intelligence, measuring tourism's economic contribution and bringing stakeholders together.
The annual Tourism Economic Impact Study forms 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 destination planning.
Tourism and local communities
Annemie Liebenberg, CEO of Visit Stellenbosch, said the findings demonstrate the broader economic contribution of tourism.
"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."
Municipality and industry collaboration
Stellenbosch Mayor Jeremy Fasser welcomed the findings and acknowledged the role of collaboration between the municipality, Visit Stellenbosch, the tourism industry and local communities.
"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."
Stellenbosch visitor numbers
Approximately 40% of international visitors to the Western Cape choose Stellenbosch, according to the study.
The 2025 figures show growth in both international and domestic overnight tourism, with domestic arrivals increasing at a faster rate than international arrivals during the year.
2025 tourism highlights
• R13bn generated for the local economy
• 48,007 direct, indirect and induced jobs supported
• 1.35 million overnight visitors
• 641,405 international overnight visitors, representing 12% growth
• 711,330 domestic overnight visitors, representing 21% growth
• R35m contributed to the economy every day
• Approximately 40% of the Western Cape's international visitors choose Stellenbosch
Measuring tourism's value
The Value of Tourism is Visit Stellenbosch's annual economic impact study and forms part of the organisation's evidence-based destination management work. 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 data for decision-making and destination development and measures the economic contribution of tourism.
Visit Stellenbosch said it will continue investing in destination marketing, destination development, research, industry support and collaborative partnerships to support the visitor economy while protecting Stellenbosch's cultural heritage and natural environment.
