Tourism's big contribution to local jobs and daily earnings
A new Tourism Economic Impact Study commissioned by Visit Stellenbosch finds that tourism generated R13 billion for the Stellenbosch municipal area in 2025, underlining the sector’s central role in the local economy. The study, independently compiled by Futureneer Advisors, reports more than 1.35 million overnight visitors and estimates that tourism supports 48,007 direct, indirect and induced jobs across the municipality.
According to the report, international overnight arrivals rose by 12% to 641,405 visitors, while domestic overnight tourism increased by 21% to 711,330 visitors. Those flows, the study says, helped sustain a balanced, year‑round visitor economy and kept the direct tourism value added stable at R6.3 billion despite continuing global economic uncertainty and cautious consumer spending.
- Overall tourism revenue (2025): R13 billion
- Overnight visitors (total): 1.35 million
- Jobs supported: 48,007 (direct, indirect and induced)
- Daily tourism contribution: R35 million per day
The study highlights the role of long‑term destination planning and co‑operation between Stellenbosch Municipality, Visit Stellenbosch, tourism businesses and local communities. As one of the municipality’s two official Destination Management Organisations, Visit Stellenbosch’s remit includes marketing, industry support, strategic partnerships, research and measuring tourism’s broader economic contribution.
"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,"
The quote above is attributed to Annemie Liebenberg, CEO of Visit Stellenbosch, who described the figures as evidence that the destination strategy is delivering longer stays, greater geographic spread of visitors and stronger industry resilience. The report’s findings are presented as a second annual measurement designed to provide an evidence‑based view of tourism’s local economic impact.
What the numbers mean for residents and local planning
For Stellenbosch residents the figures carry multiple implications: sustained tourism revenues can support jobs across hospitality, retail, transport and cultural services; they can also place pressure on municipal infrastructure, public spaces and seasonal housing markets if growth is not managed. The study points to the importance of using destination management to spread visitor demand across the year and across the municipal area so benefits reach a wider set of communities.
| Indicator | 2025 figure |
|---|---|
| Overnight visitors (international) | 641,405 |
| Overnight visitors (domestic) | 711,330 |
| Direct tourism value added | R6.3 billion |
The municipal economy also benefits from the daily spending of visitors — the report estimates tourism contributes about R35 million to Stellenbosch’s economy every day. For local businesses still navigating post‑pandemic recovery and global economic headwinds, that daily flow of spending is significant.
The study stops short of prescribing specific policy moves, but it implicitly supports existing municipal and industry efforts to: diversify the tourism product; encourage longer stays; and foster tourism that supports local jobs and community benefit. Visit Stellenbosch’s destination strategy focuses on growing year‑round demand, increasing the geographic spread of visitors and supporting tourism enterprises so gains are more evenly distributed across the municipality.
Municipal leaders, tourism operators and community stakeholders will now face the task of using the study’s evidence to guide investment, infrastructure maintenance and planning decisions so that the sector grows sustainably and its benefits are felt widely by Stellenbosch residents.
