Why More South Africans Are Choosing Franschhoek Over City Breaks

The Western Cape’s tourism industry is experiencing a noticeable shift as more travellers move away from rushed itineraries and crowded city stays in favour of slower, more experience-driven travel.

Rather than hopping between multiple destinations in a short period, visitors are increasingly choosing to stay longer, travel at a gentler pace and base themselves just outside major tourism hubs. Industry players are referring to the trend as “stay nearby” travel, and it is beginning to reshape how people experience the province.

The numbers already reflect the momentum behind the shift. In 2025, the Western Cape welcomed 11.1 million visitors, with domestic travellers accounting for 7.8 million of those trips, representing a 7% year-on-year increase according to provincial tourism data.

Franschhoek has emerged as one of the destinations benefiting most from the trend. While the town has long been known for its wine estates, restaurants and scenery, more visitors are now choosing accommodation on the outskirts of the village rather than in busy tourism centres themselves.

The appeal lies in balancing accessibility with space, comfort and flexibility.

Recent international travel reporting has also highlighted South Africa’s wine regions as part of a broader global move towards immersive travel experiences, where accommodation itself becomes part of the destination rather than simply a place to sleep between activities.

“What we’re seeing is a clear shift, with travellers looking beyond Cape Town and spending more time exploring the surrounding regions,” says Murray Nell, General Manager at Le Franschhoek Hotel & Spa.

“Franschhoek is benefiting from this, as guests realise they can base themselves in the valley, access the wider Winelands with ease, and enjoy it all at a far more relaxed pace. Many arrive for a weekend and end up extending their stay.”

According to Nell, travellers are increasingly prioritising destinations that offer breathing room and a slower rhythm without sacrificing access to experiences.

“Guests are minutes from world-class wine farms, dining and experiences, but without the intensity of the city,” he explains. “That sense of space and flexibility is increasingly shaping how people choose to travel.”

The trend is also helping distribute tourism spending more evenly across surrounding regions, supporting wine estates, smaller businesses and hospitality operators beyond the traditional tourism hotspots.

For many travellers embracing slower travel in the Cape Winelands, accommodation is becoming central to the overall experience. Properties such as Le Franschhoek Hotel & Spa are increasingly positioning themselves around that mindset, offering mountain views, gardens, spa experiences and easy access to nearby wine estates in an environment designed to encourage longer stays.

“Guests want scenery, comfort and a sense that they are not being rushed through a destination,” Nell adds. “That is shaping how we think about hospitality going forward.”

As domestic travel continues to grow, industry players expect staycation and “stay nearby” travel to strengthen even further, particularly in destinations like Franschhoek and the wider Cape Winelands where travellers can balance convenience with a more immersive and relaxed experience.