Emirates and Wesgro announced on Thursday that they signed a Memorandum of Understanding (MoU) to drive inbound tourism and boost visitors to Cape Town and the Western Cape on the sidelines of Africa’s World Travel Market (WTM) in Cape Town.
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Emirates and Wesgro have signed a Memorandum of Understanding (MoU) aimed at driving inbound tourism to Cape Town and the broader Western Cape region, marking a significant step to strengthen South Africa’s tourism sector.
The agreement was formalised on Thursday on the sidelines of World Travel Market Africa, one of the continent’s leading tourism exhibitions. The MoU was signed by Afzal Parambil, Emirates’ regional manager for Southern Africa, and Wrenelle Stander, Wesgro’s CEO, at the airline’s exhibition stand.
The partnership signals Emirates’ continued commitment to the South African market and its intention to leverage its extensive global network to attract more international visitors to the Western Cape.
Under the agreement, the two organisations will collaborate on targeted campaigns to increase travel from key growth markets, including the Gulf Cooperation Council (GCC), the Far East, India, and other strategic regions.
Parambil highlighted Cape Town’s strong performance within Emirates’ African network, describing it as one of the airline’s most consistently in-demand destinations.
He said the collaboration with Wesgro would unlock new growth opportunities by showcasing the region’s diverse offerings, from its natural landscapes to its rich cultural and historical attractions.
“Through this agreement with Wesgro, a longstanding and essential regional partner, we will collaborate to unlock new growth opportunities and further stimulate inbound tourism from key destinations on our global network, by showcasing the beauty and breadth of experience that Cape Town and the Western Cape have to offer,” he said.
Parambil added this partnership also further supports and complements their plan to introduce a third daily frequency to Cape Town, served by their newest aircraft type, the Airbus A350.
“This agreement is another signal of our steadfast commitment to South Africa. We look forward to playing a meaningful role in Cape Town’s tourism success story for years to come.”
Stander emphasised the importance of strategic partnerships in advancing the Western Cape’s tourism and economic objectives.
As the province’s official tourism, trade and investment promotion agency, he said Wesgro is focused on stimulating demand, strengthening global trade relationships, and unlocking new opportunities in priority markets.
“Partnerships with organisations such as Emirates offer system-scale opportunities to engage global stakeholders and accelerate this momentum,” she said.
Stander added that through ongoing 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 - offering world-class, premium experiences, with love from the locals.
“The partnership between Emirates and Wesgro supports the province’s Growth for Jobs Strategy, which aims to unlock inclusive and sustainable tourism growth. In 2025, Cape Town International Airport recorded a record-breaking 11.1 million two-way passenger traffic, accounting for both domestic and international travellers.”
Emirates has also reported consistently high demand for flights into Cape Town, particularly from the Middle East, Europe, and the Americas. The airline first launched services to the city in March 2008, building on its earlier entry into South Africa through Johannesburg in 1995.
Over the years, Emirates has steadily expanded its operations, strengthening connectivity between Cape Town and global destinations via Dubai. In 2025, the airline introduced its upgraded Boeing 777 to the route, and plans further enhancements with the addition of the A350.
Beyond passenger travel, Emirates plays a vital role in cargo logistics through Emirates SkyCargo, which transports significant volumes of fresh produce from the Western Cape to international markets. These include fruits, vegetables, seafood, dairy products, and flowers, often delivered within 24 to 48 hours.
As global travel demand continues to rebound, the Emirates-Wesgro partnership is expected to strengthen Cape Town’s position as a premier international destination while contributing to economic growth and job creation in the region.
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