Visit Stellenbosch is proud to announce the appointment of Annemie Liebenberg as its new Chief Executive Officer, effective 17 March 2025.
Liebenberg steps into the role following the leadership of Jeanneret Momberg, who served as CEO until October 2024, and succeeds Elmarie Rabe, Visit Stellenbosch’s current Marketing Manager, who has led the organisation as acting CEO during the transition period.
As the official destination marketing organisation for South Africa’s second-oldest town, Visit Stellenbosch is dedicated to promoting tourism, growing the local economy, creating jobs, and celebrating the town’s rich cultural and culinary heritage, art, wine, and world-class tourism experiences.
A Proven Leader in Tourism
Annemie Liebenberg brings more than 17 years of experience in strategic tourism marketing, stakeholder engagement, and leadership across some of South Africa’s premier tourism destinations. Her career reflects a commitment to building sustainable and commercially successful tourism initiatives that stimulate local economies and foster resilience within the tourism sector.
Liebenberg’s past roles include Tourism Consultant for the City of Cape Town and Marketing & Communication Consultant for Friday Street Club. She has also held senior leadership positions as Marketing Manager: Tourism, Public Relations and Customer Services, and later as Head of Department: Tourism, Communications and Customer Services at Cape Town’s iconic V&A Waterfront.
Among her many achievements, she led the development of Cape Town’s Sustainable Tourism Strategy, which was later incorporated into the Western Cape Education Department’s curriculum — a testament to her forward-thinking approach. Beyond her strategic expertise, Liebenberg has cultivated impactful partnerships on local, national, and international levels and is a former Board Member of Cape Town Routes Unlimited, the precursor to the Western Cape Tourism, Trade and Investment Promotion Agency (Wesgro).
Leading Stellenbosch into a New Era
Michael Ratcliffe, Co-founder and Chairman of Visit Stellenbosch, warmly welcomed Liebenberg’s appointment:
“We are absolutely thrilled that Annemie is joining us. Her visionary leadership, innovative thinking, and proven expertise will be invaluable as Stellenbosch continues to evolve as a top global tourism destination. We also wish to express our deepest appreciation to Jeanneret Momberg for her outstanding leadership over the years, and to Elmarie Rabe for expertly guiding Visit Stellenbosch through this important transition.”
A Message from the New CEO
Commenting on her appointment, Liebenberg shared her excitement for what lies ahead:
“It is a great honour to lead Visit Stellenbosch into its next exciting chapter. Stellenbosch’s rich heritage, welcoming community, and internationally acclaimed wine and tourism offerings present remarkable opportunities. I look forward to collaborating with our partners, businesses, and residents to ensure Stellenbosch continues to grow sustainably and inclusively as a leading destination.”
With Annemie Liebenberg at the helm, Visit Stellenbosch is set to embark on new initiatives and deepen its commitment to making Stellenbosch a destination that balances growth with community and environmental well-being.
