Making Waves: Plett Tourism’s Decade of Distinction

Over the past thirteen years, Plettenberg Bay has transformed from a beloved coastal village into a dynamic, world-class destination. At the heart of this evolution is Plett Tourism, a driving force whose commitment goes beyond glossy marketing, focusing instead on sustainable growth, economic empowerment, and community upliftment. For the discerning traveller, Plett’s success story is not just about its scenic beauty, but the concerted efforts to ensure its future is as magnificent as its setting.

The role of Plett Tourism is recognised as the economic locomotive of Plettenberg Bay and the municipal area of Bitou where tourism is the single sector that reliably pulls multiple other industries forward, including property sales and services, construction, schools and all other services that are influenced by the success of the industry. In coastal destinations, where natural beauty is the primary asset, tourism becomes the catalyst that turns scenery into sustained economic activity, job creation, and community investment.

A Year in Review

Our commitment to Plett’s greatest asset—the natural environment—is clear, and thanks to a robust partnership with the Bitou Municipality, it’s showing in the awards! We’re thrilled to have clinched eight international Blue Flag Awards for the 2025/2026 season: six for Plett’s beloved beaches and two for Offshore Adventures’ eco-tourism vessels! Additionally, the WESSA Green Coast Award for Nature’s Valley confirms that the unique blend of development and pristine natural preservation is on track.

Being recognised as both a Whale Heritage Area and a Mission Blue Hope Spot firmly places Plett on a global stage alongside other world-class destinations. This highlights the deep commitment to sustainable tourism and is the biggest reason appreciative visitors choose Plett. This year also saw the premier of a new National Geographic and Disney+ documentary, filmed in Plett with filmmaker and National Geographic Explorer Bertie Gregory. Another successful Plett Ocean Festival drew attention for underwater workshops, blending art and the ocean, and a commitment to creating a new generation of ocean custodians highlighted by the Plett Marine Science Symposium hosted by conservationist, author, and filmmaker, Zandile Ndhlovu.

The Plett cultural scene is thriving too. This year’s Plett ARTS Festival was expansive, hosting over 70 diverse events, pop-ups, workshops, and exhibitions. A cultural highlight was national gathering of indigenous communities, ‘A Call to Oneness,’ which played host to the respected San leader, Queen Katrina Esau—widely known as the last remaining fluent speaker of the N|uu language. What an honour!

The quality of the accommodation and wine offerings is exceptional, with Condé Nast Traveller recognising The Plettenberg as the Best Hotel in South Africa and Newstead Wine earning a rare Platinum at the Michelangelo Wine & Spirit Awards. Just one of the eleven wine farms on the Plett Wine Route with a standout reputation for wines of origin and delicious MCCs. And these are just the headlines: Plett’s restaurants, activities, and hotels regularly feature among the very best in the country.

Economic Resilience and the #OnePlett Philosophy

Tourism generates the largest and most immediate cash flow in the town. Visitors spend money every day on accommodation, food, experiences, transport, retail, wellness, and entertainment.

This creates a constant, high-volume revenue stream that few other industries can replicate.

The Plett Tourism strategy is focused on yielding positive economic results. The growth has been substantial, particularly at the iconic Robberg Nature Reserve – a key indicator for tourism in Plett. According to CapeNature, day visits there have seen strong growth—increasing from 85,000 to over 184,000 between July 2024 and June 2025. This consistent interest validates our approach of targeting niche markets through pillars like Plett Wine & Food, Plett Adventure & Nature, and Plett Arts, Culture and Heritage, which helps to extend the season beyond traditional peak periods.

The core of this success, however, is the association’s #OnePlett philosophy. This commitment guides the building a truly inclusive economy. Tourism in Plett acts as a key contributor to the local economy, ensuring the thousands of jobs and substantial wages supported by tourism benefit the whole region.

This is achieved through strong collaboration with partners, focusing on strategic community upliftment. Entrepreneurship is supported by providing mentorship and skills training for local SMMEs. Importantly, the diversification of tourism routes, by developing authentic tourism experiences in areas like Kranshoek and KwaNokuthula, ensures that visitor spending provides measurable economic opportunities across the entire community, extending beyond the main coastal strip.

Plett is not simply relying on its natural assets; all communities and organisations actively work to manage and elevate them and the Plett community. Sustained growth, global recognition, and an integrated approach guarantee Plett’s position as a safe, sustainable, and internationally competitive destination for years to come. Learn more on www.pletttourism.com

Written by Janet Middleton for Plett Tourism in The Times Plett & Knysna