The partnership taking tourism in the Western Cape to the next level
By Jessie Taylor The Western Cape’s tourism sector continues to gain momentum as international connectivity, strategic partnerships and destination marketing drive strong visitor growth across the province. At the centre of this success is Wesgro, the official tourism, trade and investment promotion agency for Cape Town and the Western Cape, which has emerged as a critical player in strengthening global tourism links and positioning the province as one of Africa’s most competitive destinations. Wesgro recently announced a major new partnership with Emirates to increase inbound tourism to Cape Town and the broader Western Cape. Signed at the World Travel Market Africa, the memorandum of understanding will see the airline and Wesgro collaborate on destination marketing campaigns, trade engagements, and promotional initiatives targeting key international markets, including the Gulf region, India, the Far East, and Europe. Partnering to build tourism The partnership is the latest example of how Wesgro is leveraging air access and global connectivity to grow tourism numbers and stimulate economic activity across the province. By working closely with airlines, tourism operators and government stakeholders, the agency has helped transform Cape Town into one of the best-connected cities on the African continent. Tourism remains one of the Western Cape’s most important economic sectors. According to the provincial government, international tourists spent approximately R25.9 billion in the Western Cape during 2025, underlining the sector’s significance to the regional economy. Tourism supports thousands of businesses across accommodation, restaurants, retail, transport, events and attractions, while also sustaining employment opportunities in urban and rural communities alike. Wesgro’s approach recognises that air connectivity is one of the strongest drivers of tourism growth. The easier it becomes for travellers to access Cape Town and the Western Cape directly, the more competitive the destination becomes internationally. Through its Cape Town Air Access initiative, powered by Wesgro, the agency has spent the past decade securing new international routes and expanding airline partnerships to boost visitor arrivals. The results have been substantial. Cape Town International Airport recorded a historic 11.1 million two-way passengers during 2025, the highest total ever achieved by the airport. International passenger growth continued to accelerate, with December 2025 alone recording almost 364,000 international two-way passengers, reflecting year-on-year growth of 10%. These increases are translating directly into higher tourism activity and broader economic participation across the province. Increasing access for tourists Wesgro’s strategy extends far beyond simply increasing flight numbers. The organisation has focused on identifying high-value source markets that can deliver long-term tourism growth. The Emirates partnership, for example, provides the Western Cape with enhanced exposure to the airline’s extensive global network spanning more than 140 destinations. This creates opportunities to attract travellers from rapidly growing outbound tourism markets such as the Middle East, India and Asia, while strengthening existing European visitor flows. While international arrivals remain a major focus, the agency also supports initiatives aimed at dispersing tourism benefits more widely across communities and regions. By encouraging visitors to explore smaller towns, cultural experiences and nature-based attractions, tourism growth can contribute more directly to local economic development. The success of the Cape Town Air Access initiative has increasingly attracted international recognition. Over the past decade, the programme has helped secure dozens of new routes and route expansions, strengthening connectivity with North America, Europe, South America, the Middle East and Africa. These achievements reflect strong collaboration between Wesgro, the City of Cape Town, Airports Company South Africa, the Western Cape Government and private sector partners. Ultimately, the agency’s success demonstrates the importance of strategic collaboration in building a globally competitive tourism economy. Through initiatives such as Cape Town Air Access and partnerships with leading international airlines, Wesgro is not only bringing more visitors to the province – it is helping unlock investment, create jobs and strengthen the Western Cape’s position as one of the world’s leading travel destinations. Wesgro’s successful air access partnerships Over the past decade, Wesgro has transformed international connectivity to Cape Town and the Western Cape through its Cape Town Air Access initiative. Working alongside government, airports, and airline partners, the programme has secured numerous international routes, significantly boosting tourism and economic growth. Among the most notable successes has been United Airlines’ expansion of flights, which launched direct seasonal services between Newark and Cape Town, dramatically improving connectivity between the Western Cape and North America. The route helped stimulate high-value tourism from the United States, one of the province’s fastest-growing international markets. Delta Air Lines also strengthened connectivity through direct flights linking Atlanta and Cape Town, while Air France expanded services from Paris to Cape Town, increasing European access to the destination. Cape Town Air Access also supported the announcement of a new direct LATAM Airlines route between São Paulo and Cape Town, scheduled to launch in 2026. Collectively, these partnerships have contributed to record passenger growth at Cape Town International Airport, which handled more than 11.1 million two-way passengers during 2025. The expanded connectivity has strengthened tourism, supported exports, increased conference tourism and enhanced Cape Town’s position as one of Africa’s leading international gateway cities. Sources: Emirates | IOL | Bizcommunity | Wesgro | Western Cape Government | Wesgro