Emirates and Wesgro have signed a memorandum of understanding to boost inbound tourism to Cape Town and the Western Cape, the parties said.
The agreement was signed on the sidelines of World Travel Market Africa at the Emirates stand.
Emirates was represented by Afzal Parambil, while Wesgro was represented by Wrenelle Stander, Chief Executive Officer of the official tourism, trade and investment promotion agency for Cape Town and the Western Cape.
Under the agreement, the two organisations will collaborate on destination marketing across key growth markets, including the Gulf Cooperation Council, the Far East, India and other identified regions.
The partnership will focus on joint campaigns to promote the Western Cape’s natural landscapes, cultural heritage and historical attractions to international travellers.
Tourism is a major contributor to the Western Cape economy, supporting tens of thousands of jobs and drawing millions of visitors each year.
Cape Town International Airport recorded 11.1 million two-way passenger movements in 2025, reflecting strong domestic and international demand.
Emirates has reported continued growth in travel to Cape Town, with strong passenger volumes from the Middle East, Europe and the Americas.
The airline launched services to Cape Town in March 2008, its second destination in South Africa after Johannesburg, where operations began in 1995.
The collaboration is expected to strengthen Cape Town and the Western Cape’s position as a destination for global tourism.
