Franschhoek Wine Valley (FWV) has opened the search for a head of destination marketing and development – a senior leadership appointment that will help steer one of South Africa's most distinctive tourism destinations through its most significant evolution in a generation.
The appointment follows the completion of FWV's new 10-year Tourism Strategy, which marks a deliberate shift from a traditional tourism marketing office to a fully-fledged Destination Management Organisation (DMO) – a model recognised internationally as the standard for destinations serious about managing their own future, not simply promoting it. As a DMO, FWV will take on a broader mandate: coordinating tourism stakeholders, supporting sustainable development, protecting and enhancing the destination itself, improving the visitor experience, and measuring the real economic, social and environmental impact of tourism on the Valley – alongside the marketing work FWV has always done.
The head of destination marketing and development will be one of two senior leaders at the helm of that transformation, working alongside the head of destination management and reporting directly to the FWV Board. Together, the two roles will carry equal responsibility for translating strategy into results: one safeguarding the Valley's governance, stakeholders and sense of place, the other building Franschhoek's brand, digital presence and commercial performance in the years ahead.
"This isn't a marketing job in the traditional sense,” said Suzanne Bayly, chair of the FWV board. “We're looking for someone who can hold a decade-long vision for Franschhoek and execute against it – someone who understands that a destination this good doesn't stay this good by accident. It takes deliberate, expert stewardship of the brand, and the commercial discipline to grow the right kind of tourism, not just more of it. Whoever takes this on will genuinely help write Franschhoek's next chapter."
The role carries full ownership of FWV's destination brand, digital strategy and marketing budget, with a direct mandate to grow off-season demand and average length of stay – building on Franschhoek's position as a premium, low-volume destination rather than chasing volume for its own sake. It also carries responsibility for product and experience development, ensuring the Valley's visitor offering continues to reflect wine and more: food, culture, nature, wellness, events and the maker culture that gives Franschhoek its character.
FWV is looking for a candidate with at least 12 years' senior leadership experience across destination marketing, tourism, hospitality, wine, luxury brands or digital marketing – someone equally comfortable setting strategy at Board level and directing the campaigns, content and trade partnerships that bring it to life. Candidates with a track record in premium, low-volume/high-yield positioning and a genuine passion for Franschhoek's landscape, wine and community are especially encouraged to apply.
Interested candidates should submit a CV and covering letter to Suzanne Bayly (suzanne@classic-portfolio.com) and Simon Crosbie (simon@ricketybridge.com) quoting “Application – Head of Destination Marketing and Development” in the subject line. Applications close on Friday, 13 November 2026.
About Franschhoek Wine Valley
Franschhoek Wine Valley is the destination management and marketing body for the Franschhoek Valley, working in partnership with its members, the local community and the Stellenbosch Municipality to lead, develop and promote Franschhoek as a destination of rare quality. Following the adoption of its 10-year Tourism Strategy, FWV is transitioning to a full Destination Management Organisation, with strengthened governance, stakeholder coordination and a renewed focus on the long-term value tourism creates for the whole Valley.