Cape Town already knows how to catch a traveller’s eye. The views do a lot of the work. So do the beaches, the food, the wine routes, and the province’s deep cultural and historical appeal. What matters now is getting that story in front of more people in more places.
Source: Moneyweb
That is exactly what a new agreement between Emirates and Wesgro is aiming to do.
According to Bizcommunity, the airline and the Western Cape’s tourism, trade, and investment promotion agency have signed a memorandum of understanding to help stimulate inbound travel to Cape Town and the wider province. The deal was signed by Emirates’ Regional Manager for Southern Africa, Afzal Parambil, and Wesgro Chief Executive Officer Wrenelle Stander at WTM Africa, which took place from 13 to 15 April at the Cape Town International Convention Centre.
A push into key global markets
Under the agreement, Emirates and Wesgro will work together to grow travel demand from priority regions, including the GCC, the Far East, and India.
The goal is to give Cape Town and the Western Cape stronger visibility as a destination known for natural beauty, cultural richness, and historical experiences. In other words, the partnership is about putting the province in front of travellers who are looking for more than a quick stop. It is about selling the full experience.
Parambil said Cape Town remains one of the most visited and consistently in-demand destinations on Emirates’ African network. He said the agreement with Wesgro will help unlock new growth opportunities and further stimulate inbound tourism from key points across the airline’s global network.
He also said the partnership supports Emirates’ plan to introduce a third daily Cape Town frequency using the Airbus A350, adding another sign of the airline’s long-term commitment to South Africa.
Why the agreement matters
For the Western Cape, tourism is not a side story. It is one of the province’s major economic drivers, supporting jobs and business activity across the region.
Cape Town International Airport recorded 11.1 million two-way passenger movements in 2025, showing continued growth in both domestic and international travel. Against that backdrop, stronger partnerships between airlines and destination marketers can play an important role in keeping that momentum going.
Stander said Wesgro remains focused on stimulating demand, strengthening trade relationships, and unlocking new opportunities across priority markets. She described partnerships with organisations such as Emirates as system-scale opportunities to engage global stakeholders and accelerate growth.
She added that through collaboration with airlines, tourism trade, and industry partners, Wesgro is positioning Cape Town and the Western Cape as a leading destination for both business and leisure, with world-class premium experiences.
A long-running Cape Town connection
Emirates first launched flights to Cape Town in 2008 and has steadily expanded its presence over the years. The airline currently operates a mix of aircraft on the route, including the Airbus A380 and retrofitted Boeing 777.
That growing connectivity matters. For international travellers, easier access can influence where they choose to go. For the Western Cape, it strengthens links to global markets through Dubai and supports the province’s tourism ambitions at a time when competition for international visitors remains strong.
It is not only about passengers
The relationship also has a trade angle.
Emirates SkyCargo continues to support South African exports by moving fresh produce such as fruit, vegetables, seafood, dairy, and flowers from Cape Town to international markets. That means the airline’s role in the province stretches beyond visitor numbers and into the wider economy.
Taken together, the new MoU is about more than a signing ceremony at a travel event. It reflects a bigger effort to keep Cape Town and the Western Cape visible, connected, and competitive in the global travel market.
For a destination that already has plenty to offer, that extra reach could make a meaningful difference.
Source: Bizcommunity
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