How we are harnessing partnerships to unlock tourism, trade and investment opportunities in support of inclusive and sustainable economic growth.
- Strengthening partnerships across Africa, Southeast Asia, and Europe creates opportunities to grow exports, attract investment, and expand tourism.
- Trade deficits highlight demand and potential, offering pathways for joint ventures, technology transfer, and higher value‑added exports.
- Structured trade engagement platforms, including initiatives such as the Made in the Cape Hosted Buyers’ Programme convened by Wesgro, help connect international buyers with regional producers and facilitate practical commercial relationships.
- Coordinated provincial and national action on energy, logistics, and policy enables sustainable, inclusive growth.
The global economy has entered a new phase, with recalibrated supply chains, more selective capital, and investment and tourism decisions shaped by reliability, connectivity, and sustainability. For open, export-oriented regions, this creates clear growth opportunities, but success depends on focused priorities, disciplined execution, and delivering measurable results.
With this in mind, Wesgro recently convened a series of diplomatic engagements that brought together senior partners from across Africa, ASEAN, and Europe, including Ambassadors, chambers, and businesses, to define shared priorities, and identify opportunities to strengthen relations. Alongside these engagements, initiatives such as Wesgro’s flagship Made in the Cape Hosted Buyers’ Programme translate these priorities into action by bringing international buyers to Cape Town to engage directly with Western Cape producers and exporters.
Africa: Boosting Access
These efforts are grounded in a clear reality: the opportunity across Africa is significant, but still under-realised. Between 2016 and 2025, South Africa's exports to African Union member states grew from $21.50 billion to $31.16 billion, with a trade surplus of $21.37 billion recorded in 2025, the highest in a decade. Yet intra-African trade accounts for only about 16% of total continental trade, compared to 59% in Asia and 68% in Europe, underscoring the scale of the untapped potential.
The core challenge is friction. Beyond tariffs, small businesses navigate heavy bureaucracy, goods are delayed at border posts, and entrepreneurs face outdated visa regimes. The continent continues to export largely primary and semi-processed commodities, with limited value captured locally. To address this, the African Continental Free Trade Area must become fully operational. It needs to function as a practical system that works for the poultry farmer in Kenya, the freight forwarder in Lagos, and the tech start-up in Cape Town, transforming fragmented markets into a single, investable continental platform.
Against this backdrop, global interest in Africa is accelerating. China is investing in DRC infrastructure linked to cobalt and copper; the US and EU are backing the Lobito Corridor connecting Zambia and the DRC to Angola’s Atlantic port; South Korea is deepening ties with Ghana, Malawi, and Zimbabwe; while India, the UAE, and Turkey continue expanding their footprint. The question is whether this momentum will be leveraged to build African capability and move beyond commodities into manufacturing, pharmaceuticals, green energy, and innovation. Execution hinges on practical enablers. Engagements with African partners highlighted the importance of regulatory clarity, efficient customs systems, and reliable market intelligence. When these are in place, smaller firms are able to compete with confidence across borders.
Southeast Asia: Scaling Growth
Southeast Asia has become an increasingly important focus. ASEAN comprises 11 member states and roughly 700 million people, with a combined real GDP of approximately US$4 trillion. Rising consumer demand, expanding manufacturing capacity, and a focus on food security and green inputs make it a natural partner for South Africa.
Deepening this relationship will be key to unlocking the scale we need to realise our ambitious growth for jobs objectives. Singapore and Malaysia consistently ranked among South Africa's top 40 global trade partners between 2016 and 2025. At a provincial level, the Western Cape records trade deficits with most ASEAN countries: deficits that signal where demand exists and where local capability can expand, creating opportunities for joint ventures, technology transfer, and value‑added exports.
Sustained engagement is now translating into structured growth. Over the past three years, Wesgro and the ASEAN diplomatic community have worked to move from exploratory conversations to building a firm foundation for tourism, trade, and investment. Strengthening these ties will be critical to supporting the next phase of growth, positioning the Western Cape within fast-growing value chains and enabling businesses on both sides to scale with greater confidence.
Europe: Investor Confidence Strengthening
Europe remains a central pillar of South Africa’s trade architecture. In 2025, South Africa exported $22.78 billion in goods to the EU, reflecting the depth and stability of this long-standing partnership. This relationship is evolving to align with future industries. The 2025 EU–South Africa Clean Trade and Investment Partnership, alongside Global Gateway investments targeting green hydrogen, critical minerals, and the energy transition, positions the Western Cape to build on its existing strengths while integrating into emerging clean-tech supply chains.
Progress on reforms is reinforcing investor confidence. The EU’s decision to remove South Africa from its high-risk financial list signals tangible advancement in the country’s reform agenda, strengthening its attractiveness as a reliable and competitive investment destination.
Building Partnerships
A common thread runs through these engagements. The diplomatic dialogues convened by Wesgro reinforce that growth depends on coordination, credibility, and consistent follow-through. Regions that are reliable, connected, and sustainable will be best positioned to attract both capital and visitors. Initiatives such as Wesgro’s Made in the Cape Hosted Buyers’ Programme demonstrate how these principles are put into practice, turning engagement into tangible opportunities by connecting international buyers directly with Western Cape businesses. By sustaining this approach, the region can convert interest into investment, and ambition into measurable, long-term impact.
Stander is CEO of Wesgro, the official tourism, trade and investment promotion agency for Cape Town and the Western Cape.
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