Western Cape Minister of Agriculture, Economic Development and Tourism, Dr Ivan Meyer, has hailed the inaugural Paarl Travel and Tourism Expo as a significant milestone for the Drakenstein Valley and a powerful catalyst for economic growth and job creation.
Speaking at the launch event at Nantes Estate in Paarl, Minister Meyer emphasised that the Expo represents more than tourism promotion. it is about unlocking opportunities, strengthening partnerships, and expanding employment across the region.
“This Expo is about opportunity, growth, and jobs. It reflects the Western Cape Government’s commitment to ‘Growth for Jobs – Jobs for Growth’,” said Minister Meyer.
Tourism remains a key economic driver
Minister Meyer highlighted the continued importance of tourism as a cornerstone of the Western Cape economy. In 2025, the province welcomed 1.5 million international visitors, contributing R25.9 billion to the economy.
Domestic tourism also remains vital, with approximately 4 million overnight trips recorded, featuring the highest average spend per trip nationally.
However, he cautioned that while travel volumes are increasing, spending is declining. Nationally, trips grew by 11.1% to 44.7 million, but spending dropped by 18.5%, with average spend per trip now at R2 498.
Turning visitors into spenders
Minister Meyer stressed the need to convert travel activity into tangible economic benefits. With more than 53% of domestic trips involving visits to friends and relatives, and over 70% of travellers staying with family, he pointed to a critical opportunity to increase spending around these visits.
Regions like Paarl and Drakenstein are already leading the way by leveraging partnerships, local experiences, and community-based tourism initiatives to unlock economic value.
Local success through collaboration and innovation
Minister Meyer commended the region for demonstrating how tourism can drive inclusive growth through:
- Strategic partnerships such as the Paarl Wine Route and Franschhoek collaboration
- Community-based tourism initiatives
- Affordable travel packages and short stays
- Year-round events and festivals
- Outdoor and experiential tourism offerings
These initiatives are helping to stimulate entrepreneurship, support small businesses, and sustain jobs across sectors.
A clear strategy: More visitors, more spend, more jobs
The Western Cape Government’s tourism strategy focuses on:
- Delivering value-for-money experiences
- Creating affordable, bundled travel offerings
- Expanding tourism benefits across more communities
“This Expo is a critical platform where products meet markets, partnerships are formed, and opportunities are unlocked. In other words, it is where jobs are created,” said Minister Meyer.
Building a stronger, more inclusive economy
Minister Meyer concluded by reaffirming the province’s commitment to using tourism as a vehicle for job creation, particularly for youth, entrepreneurs, and local communities.
“If we attract more visitors, improve their experiences, and increase their spending, we will create more jobs. Together, we are building a stronger economy,” he said.
Enquiries:
Daniel Johnson
Media Liaison Officer to Provincial Minister Ivan Meyer
Cell: 079 990 4231
E-mail: Daniel.Johnson@westerncape.gov.za
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