Emirates expands UAE-South Africa tourism ties with Cape Town inbound visitor push
GCC, India and Far East markets targeted for increased visitor arrivals
DUBAI – On the sidelines of Africa’s World Travel Market (WTM), Emirates and Wesgro have formalised a strategic partnership aimed at strengthening inbound tourism flows to Cape Town and the Western Cape.
The Memorandum of Understanding (MoU) was signed at the airline’s exhibition stand at the global tourism event, bringing together aviation and regional destination marketing leadership.
The agreement reinforces long-standing cooperation between the two parties, with a renewed focus on stimulating demand from key international source markets. It also aligns with the Western Cape’s broader Growth for Jobs Strategy, which prioritises tourism-led economic expansion and employment creation across the province.
Tourism push
Under the MoU, Emirates and Wesgro will work jointly to position Cape Town and the Western Cape across priority global markets, including the GCC, India, the Far East and other selected regions within the airline’s network. The collaboration is designed to highlight the destination’s mix of natural landscapes, cultural heritage and historical attractions to a wider international audience.
Afzal Parambil, Emirates’ Regional Manager for Southern Africa, said Cape Town continues to rank among the airline’s most in-demand destinations within its African network. He noted that the partnership with Wesgro would help unlock further growth opportunities by enhancing visibility in key markets and showcasing the region’s tourism offering to millions of potential travellers.
Wrenelle Stander, Chief Executive Officer of Wesgro, highlighted the importance of partnerships with global aviation players in accelerating tourism demand. She stated that such collaborations enable stronger engagement with international stakeholders and support efforts to position Cape Town and the Western Cape as a leading destination for both business and leisure visitors. The focus, she added, remains on delivering premium experiences rooted in local hospitality.
Emirates in South Africa
Emirates confirmed that the agreement supports its wider operational expansion strategy in South Africa, including plans to introduce a third daily frequency to Cape Town. The additional service is expected to be operated using the Airbus A350, one of the airline’s newest aircraft types, offering enhanced onboard comfort and efficiency.
The airline already operates a diversified fleet into South Africa, including the iconic Airbus A380 and a fully retrofitted Boeing 777, alongside the upcoming A350 deployment. South Africa remains the only African country served by all three aircraft types within Emirates’ global network, reflecting the strategic importance of the market to the airline’s long-term operations.
Emirates first launched flights to Cape Town in March 2008, making it its second South African destination after Johannesburg, which began operations in 1995. Since then, services have expanded steadily, strengthening connectivity between Cape Town and global destinations via Dubai.
The airline continues to report consistently strong demand for travel into Cape Town, driven by passengers from regions including the Middle East, Europe and the Americas, reinforcing the city’s position as a key long-haul destination.
Trade flow
Beyond passenger operations, Emirates SkyCargo plays a significant role in supporting trade between South Africa and global markets. The cargo division transports a wide range of exports from Cape Town, including fresh fruit and vegetables, chilled meats, dairy products, seafood and cut flowers.
These perishables are moved efficiently from farm to international markets, with turnaround times typically ranging between 24 and 48 hours. This logistics capability supports South Africa’s agricultural export sector while connecting local producers to global supply chains.
Cape Town International Airport continues to reflect the strength of the region’s tourism and trade sectors, recording a historic 11.1 million two-way passenger traffic in 2025, covering both domestic and international travel. The figure underscores the city’s growing role as a major aviation hub on the African continent and highlights sustained recovery and expansion in global travel demand.