Southern Sun and Stellenbosch Wine Routes have entered into a three-year partnership aimed at enhancing South Africa’s wine tourism sector through collaboration in accommodation, events, and visitor experience.
The agreement combines Stellenbosch’s established wine tourism offering with Southern Sun’s national hospitality presence. The partnership is intended to expand access to South Africa’s wine and cultural experiences, boost tourism, and support the long-term growth of both sectors.
Under the agreement, Southern Sun becomes the preferred accommodation partner for Stellenbosch Wine Routes. The collaboration also includes the joint hosting of the Stellenbosch Experience wine showcase in Johannesburg — a growing annual event that features tastings and engagements with over 40 winemakers and brand ambassadors. The showcase is designed to bring a taste of the Cape Winelands to wine enthusiasts and travellers in Gauteng.
Southern Sun Hotels CEO Marcel von Aulock commented: “We are proud to partner with Stellenbosch Wine Routes and look forward to hosting a series of immersive events that celebrate the Cape Winelands. Together we will champion sustainable tourism, support the region’s vibrant wine community and deliver the warm, genuine hospitality that defines both our brands.”
Chairman of Stellenbosch Wine Routes, Mike Ratcliffe, echoed this sentiment: “We are incredibly excited about this new alliance with Southern Sun, a name that resonates with quality and excellence in South African hospitality. This partnership is a natural fit for us, as it aligns perfectly with our mission to offer world-class wine and cultural experiences. Together, we can create a more connected, accessible, and memorable experience for both local and international visitors.
“This collaboration not only strengthens our individual offerings but also supports the broader vision of South African tourism by showcasing the best our country has to offer.”
The partnership reflects a growing trend in integrated tourism development, where strategic alliances between regional attractions and national service providers aim to deliver cohesive, high-quality visitor experiences while driving local economic impact.