Welcome New Member
We are delighted to welcome our rejoined PATA Member, Wesgro, into the community. We are excited to have them on board and look forward to working closely with them to bring expertise to our community, across our members, the PATA network, and the travel industry on the journey ahead!
Get to know them by checking out their profile below.
Wesgro is the tourism, trade and investment promotion agency for Cape Town and the Western Cape. We have a clear mission to, together with partners, drive inclusive and sustainable economic growth, strengthen competitiveness, and create jobs.
Our strategic outcomes are:
1. Differentiate Cape Town & the Western Cape as a leading regional economy.
2. Increase foreign and domestic investment into Cape Town & the Western Cape.
3. Grow in Western Cape exports of goods and services.
4. Growth in leisure tourism consideration in international and local markets as well as growth in business events.
5. Future-fit, relevant and trusted Wesgro.
Why did you join PATA?
Wesgro is on a mission to grow leisure tourism consideration in international and local markets, as well as grow business events. Tourism continues to be a key focus for Wesgro because of its labour intensity, its multiplier effect, its ability to generate opportunities for Small, Micro to Medium Enterprises (SMMEs) and its ability to support increased exports and foreign direct investment.
Wesgro aims to add an additional one million tourist arrivals over the 5-year period. India and China are among the fastest-growing outbound travel markets globally. It is within this context that are focused on unlocking access to new markets including China, India, Brazil, ASEAN, and the Middle East while at the same time continuing our focus on established markets: US, UK, Europe, Africa.
Membership in an organisation like PATA is strategically important for an agency like Wesgro — especially when targeting growth from China, India, and ASEAN markets — because it provides market access, insights, and influence that can’t be easily replicated through standalone efforts. As an agency and through our membership we would be looking for the following:
Market Intelligence to Unlock High-Growth Demand
Direct Access to the Asian Travel Trade Ecosystem
Destination Positioning (as a long haul destination) & Visibility in new (non traditional) markets
Policy Influence & Advocacy (air connectivity and visas specifically)
Promoting responsible and sustainable tourism (aligned with our growth strategy)
PATA is not just a membership for Wesgro, it is a direct pipeline into high-potential Asian markets, combining data, networks, and reputation-building opportunities to support meaningful market penetration.
How do you see your organization aligning with PATA's new vision of creating a meaningful Pacific Asia tourism economy, and how can this vision be reflected in your day-to-day business operations?
Wesgro’s alignment with PATA’s vision of a meaningful Pacific Asia tourism economy is both strategic and deeply operational. As the destination marketing agency for the Western Cape, we share the belief that tourism must go beyond arrivals and spend — it should drive inclusive economic growth, regional equity, and cultural exchange.
Our focus on unlocking growth from China, India, and ASEAN markets speaks directly to this vision. These are not just high-volume markets, they are markets that require a long-term, values-aligned approach. Through our strategic plans and catalytic platforms like Air Access and Cruise Cape Town, we’re actively working to improve market connectivity, diversify itineraries, and expand tourism benefits to underrepresented regions.
Day-to-day, this vision translates into how we build itineraries with the trade, how we support SMMEs through market access initiatives, and how we use research to shape demand-led development. PATA’s intelligence, networks, and advocacy help strengthen that approach by keeping us close to evolving traveller needs and unlocking platforms for meaningful regional collaboration.
In our daily operations, PATA’s vision is reflected in how we co-create itineraries that promote lesser-known destinations, support SMMEs through market access, and use research to guide demand-led growth. We’ve also embraced innovation through platforms like Roblox to engage future travellers, and launched the Love from the Locals campaign to elevate community voices and promote authentic, place-based experiences.
Ultimately, our alignment with PATA reflects a shared commitment: to grow tourism not just as an industry, but as an ecosystem — one that is inclusive, future-fit, and globally connected.
What recent initiatives, trends, or transformations in your organization or destination would you like to share with the PATA network? (Non-promotional)
One of the most notable recent developments is the introduction of South Africa’s Trusted Tour Operator (TTO) Scheme, aimed at streamlining visa applications for group travellers from China and India. This initiative reflects a broader effort to enhance travel facilitation from India and China. In the Western Cape, it has prompted early engagement with accredited TTOs and saw the arrival of the first group of Chinese tourists to Cape Town under this scheme earlier this year — signalling a shift towards more accessible and coordinated inbound travel.
One of the most meaningful shifts we’ve observed — and actively responded to — is the growing desire among travellers for deeper, more immersive tourism experiences that connect them to people, place, and purpose. In the Western Cape, this has translated into a renewed focus on storytelling, cultural connection, and community inclusion, particularly through platforms like the Cradle of Human Culture.
The Cradle is more than an archaeological trail, it’s a journey through the shared origins of humankind, deeply rooted in community custodianship and indigenous knowledge. What makes this so relevant for today’s traveller, especially those from markets like India, China, and ASEAN, is the emotional and educational resonance: visitors are not just seeing a site, they’re connecting with a living heritage.
At the same time, we’ve seen a sharp rise in demand for outdoor and adventure tourism. Travellers increasingly want to move beyond the well-worn routes to hike, kayak, bike, and explore the diverse natural landscapes of our province. But more than just adventure for adventure’s sake, it’s about travel that gives back: engaging local guides, supporting small businesses, and experiencing a region with respect and reciprocity.
These trends are influencing how we build itineraries with the trade, how we support regional tourism development, and how we tell our story globally, not just as a destination, but as a place of human connection, regeneration, and shared heritage. This aligns strongly with PATA’s broader vision for a more meaningful tourism economy — one that values depth over volume, and impact over impressions.
To stay up to date with the latest destination news and industry developments, we encourage our trade partners to subscribe to Wesgro’s newsletters and to follow our social media channels:
Newsletters: www.wesgro.co.za/corporate/open-for-business
Facebook: https://www.facebook.com/WesgroWC/
LinkedIn: https://za.linkedin.com/company/wesgro
YouTube: @wesgropromotingcapetownand6381
