Over the past few weeks, I came across several articles comparing Paarl with Stellenbosch and Franschhoek, with Paarl often portrayed as the lesser of the three tourism destinations.
I also recently attended a tourism event hosted by Drakenstein Municipality, and leaving the event, I found myself asking: What must Paarl do to become the preferred destination for tourists visiting the Cape Winelands?
Are Stellenbosch and Franschhoek really better tourism destinations, or have they simply done a better job of marketing themselves?
Franschhoek has positioned itself as a luxury food and wine destination, while Stellenbosch has built a strong identity around its university, wine estates, restaurants and heritage.
But what about Paarl?
We have exceptional wine estates, restaurants, beautiful mountains, outdoor activities, historical buildings and family attractions. So why do we often seem to play second fiddle to our neighbours?
Here’s a question worth asking:
If an international tourist arrives in Cape Town and has three days to explore the Winelands, what would convince them to choose Paarl?
I believe we can. But perhaps we need to rethink how we position and promote our town.
A few thoughts
1. A united tourism strategy – Our tourism organisations, municipality, wine estates and businesses are already working towards one shared vision and this is well underway.
2. Package the Paarl experience – Create two- and three-day itineraries combining accommodation, wine, food, history and outdoor adventures.
3. Celebrate our heritage – We have a historical walking route showcasing Paarl’s fascinating history. We need more awareness about this offering.
4. Build a stronger Paarl identity – What do we want tourists to associate with Paarl? We need a recognisable tourism brand.
5. Market Paarl collectively – Stronger collaboration between tourism bodies, businesses and local media to consistently showcase what Paarl has to offer.
I don’t believe Paarl needs to become another Stellenbosch or Franschhoek. We have our own identity, history and attractions.
But having great attractions is one thing. Convincing tourists to visit, stay longer and return is another.
Perhaps it’s time we stopped accepting our position as the third choice and started working collectively towards becoming the first.
I’d love to hear your thoughts. What are we missing, and what would make Paarl your preferred Winelands destination?
For those interested, here are four articles that prompted some of these thoughts:
1. Winemag – It’s time for Paarl to pull (itself) together (2020)
2. Cape Tourism – Paarl Travel & Tourism Expo Brings Industry Together (2026)
3. Cape Town Travel Guide – Where to Stay in the Cape Winelands: Stellenbosch, Franschhoek or Paarl? (2026)
4. South Africa Spirit – Cape Winelands Overview: Stellenbosch, Franschhoek, Paarl and Constantia Compared (2026)
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