Emirates has signed a strategic agreement with Wesgro to drive inbound tourism to Cape Town and the wider Western Cape, as part of a broader effort to attract more international visitors through its global network.
The Memorandum of Understanding was signed during World Travel Market Africa, highlighting a renewed focus on long-haul demand and high-value travellers across key global markets.
The partnership will target growth regions including the Gulf, the Far East, India and other strategically identified markets, with joint campaigns designed to showcase the region’s mix of natural landscapes, cultural heritage and premium travel experiences.
A coordinated push to grow inbound tourism
The agreement reflects a coordinated strategy to strengthen Cape Town’s position as one of Africa’s leading destinations for both leisure and business travel.
According to Emirates, the city remains one of the most consistently in-demand destinations across its African network. The airline plans to build on this momentum by leveraging its global reach to stimulate new demand and increase visitor flows.
The initiative also aligns with regional development goals, including efforts to expand tourism’s contribution to the local economy and support job creation across the Western Cape.
Expansion plans support rising demand
The partnership comes as Emirates prepares to scale up its operations to Cape Town.
The airline is planning to introduce a third daily flight to the city, operated by its next-generation Airbus A350, further increasing capacity and offering more flexibility for international travellers.
Cape Town is already one of the few destinations in Africa served by Emirates’ full fleet mix, including the A380, Boeing 777 and the new A350, reinforcing its importance within the airline’s network.
The growth in connectivity follows strong performance in recent years. In 2025, Cape Town International Airport handled a record 11.1 million passengers, reflecting rising demand from Europe, the Middle East and the Americas.
Tourism and trade combined
Beyond passenger travel, the partnership also supports trade links between South Africa and global markets.
Through its cargo division, Emirates transports large volumes of perishable goods from Cape Town, including fresh produce, seafood and flowers, ensuring rapid delivery to international markets within 24 to 48 hours.
This dual focus on tourism and logistics highlights the broader economic role of aviation in the region, connecting local industries with global supply chains.
Strengthening Cape Town’s global position
For Wesgro, the collaboration represents an opportunity to expand its international reach and attract higher-value travellers.
By working closely with airlines and industry partners, the agency aims to position Cape Town and the Western Cape as destinations that combine premium experiences with strong cultural identity and local authenticity.
As global competition for tourists intensifies, partnerships like this are becoming central to destination strategy – linking airline capacity with targeted promotion to unlock sustainable growth.
With demand already strong and connectivity set to increase, Cape Town is positioning itself to capture a larger share of global travel in the years ahead.
