Stellenbosch launches youth-driven Tourism Assistants Programme

Stellenbosch has launched a new youth development initiative aimed at improving visitor experiences while creating jobs for local young people.

The Tourism Assistants Programme, introduced by Visit Stellenbosch in partnership with the Stellenbosch Improvement and Transformation Initiative (SITI), deployed ten trained assistants across the central business district.

The initiative includes two students from the Pinotage Youth Development Academy (PYDA) and eight newly trained recruits who completed their training at the Bergzicht Training Centre on Thursday, October 23.

The assistants are tasked with guiding visitors, providing information, and helping to ensure a safe and welcoming environment in the tourism hub. Their term will end in July next year.

"We are investing in our youth while simultaneously elevating the quality of the visitor journey. This project embodies our commitment to regenerative tourism - tourism that leaves communities stronger, more skilled, and more connected than before,” said Annemie Liebenberg, the chief executive of Visit Stellenbosch.

SITI project lead Marinus Louw said: “This is a practical step toward regenerating Stellenbosch’s tourism economy from the ground up, by empowering young people to step into critical roles as ambassadors of our town.”

The municipality, which recently partnered with the organisations on the “Rent-a-Cop” safety initiative, has welcomed the new programme.

Mayor Jeremy Fasser described it as “a shining example of what happens when communities, government, and business work together with a shared purpose.”

One of the trainees, Siphesihle Biyela, originally from KwaZulu-Natal, said the initiative will be helpful. 

"Being selected to be part of the programme has helped me a lot. I was a student in need, and with this programme I will be able to gain experience in Tourism, and I have already developed a passion for it."