Emirates and Wesgro have signed a memorandum of understanding aimed at driving inbound tourism to Cape Town and the broader Western Cape, in a move that strengthens collaboration between global aviation and regional destination marketing.
The agreement was concluded on the sidelines of World Travel Market Africa, with both parties outlining plans to deepen cooperation across key international markets. These include the Gulf region, the Far East and India, alongside other strategically identified source markets, as part of a coordinated effort to increase visitor numbers and expand the province’s global tourism footprint.
Signed by Afzal Parambil, Emirates’ Regional Manager for Southern Africa, and Wrenelle Stander, Chief Executive Officer of Wesgro, the partnership reflects a shared focus on positioning Cape Town as a leading destination for both leisure and business travel. The collaboration will centre on targeted marketing initiatives and trade engagement designed to showcase the region’s natural landscapes, cultural heritage and premium travel experiences.
For Emirates, the agreement reinforces a long standing presence in the South African market. Cape Town remains one of the airline’s most in demand destinations on its African network, supported by strong passenger flows from the Middle East, Europe and the Americas. The carrier has indicated that the partnership aligns with its broader growth strategy, including plans to introduce a third daily flight to the city using its Airbus A350 aircraft.
Wesgro, which leads tourism, trade and investment promotion for the Western Cape, views the partnership as a mechanism to unlock system wide opportunities by leveraging global airline networks. The agency continues to prioritise demand stimulation and market expansion as part of efforts to strengthen the region’s competitiveness in an increasingly contested global tourism environment.
Tourism remains a central pillar of the Western Cape economy, supporting employment and contributing significantly to regional growth. Recent figures underline this trajectory, with Cape Town International Airport recording 11.1 million two way passengers in 2025, a record high that reflects both domestic and international demand.
Emirates’ operations in Cape Town date back to 2008, with the airline steadily expanding capacity and connectivity through its Dubai hub. In addition to passenger services, its cargo division plays a critical role in facilitating trade, particularly in the export of perishable goods such as fresh produce, seafood and flowers, linking South African suppliers to global markets within tight delivery windows.
The new agreement signals a continued alignment between aviation connectivity and tourism growth strategies, positioning Cape Town and the Western Cape to capture a larger share of international travel demand in the years ahead.
