According to Daniël Lutz, chairman of the Stellenbosch Tourism Board, the finalisation of the agreement has been expedited by the new municipal management. “We have been in negotiations with the municipality since April 2009 and are delighted that the process has come to fruition. Although Stellenbosch Tourism does not depend completely on local government funding, this investment will enable us to continue executing our mandate to generically promote Stellenbosch as a world-class tourism destination. It is also extremely encouraging that the municipality has already committed to a municipal grant of R2.1 million, which will be devided between the three wards of Stellenbosch, Franschhoek and Dwarsrivier for the next financial year.”
The Stellenbosch Tourism Association is one of the oldest local destination-marketing organisations in South Africa and was established in 1973. The association currently boasts a membership of 450 businesses as members and the information bureau has recorded the second highest number of visitors in the Western Cape last year with only Cape Town Tourism's city centre office documenting more visitors.
“Tourism-related activities in Stellenbosch play a vital role in the local economy. Research by economic analysts have shown that the tourism industry in Stellenbosch and surrounds contributes to between 25 and 45 percent of the gross regional domestic product. International studies have shown that, on average, every 12 visitors create one additional job, which means that increased visitor numbers have a positive impact on direct job creation,” said Lutz.
According to Lutz, Stellenbosch Tourism will address key performance areas while developing and growing their virtual marketing activities. The tourism association launched its new, independent website (www.stellenboschtourism.co.za) in February and will continue exploring opportunities to increase its online presence.
“Stellenbosch has several unique attributes that appeal to a wide leisure and business audience. Except for its culture, history, architecture and wine, it also boasts more conference facilities and theatres per capita than Cape Town. Stellenbosch is also home to a strong academic community as well as the only technopark in the country. There are 12 exceptional golf courses located within a 20-minute drive and the historic centre features over 80 eateries within walking distance, with a further 50 restaurants located on adjacent wine farms. These diverse offerings all contribute to making Stellenbosch an unsurpassable destination and the support from our local municipality will definitely strengthen our efforts to promote it as such,” Lutz added.
