- Launched in March 2024, Atlanta Phambili is a subnational diplomacy initiative centered on deepening U.S.-South Africa partnership through the City of Atlanta by advancing economic, cultural, and educational collaboration between the two nations.
- The Wesgro-hosted events from December 9-10 sought to expand collaboration and opportunities in agri-processing, textiles and footwear, technology, and creative industries.
- In 2023, the U.S. was South Africa’s second-largest export market, with Western Cape exports totalling R15.80 billion.
13 December 2024, Cape Town: Wesgro, the official tourism, trade, and investment promotion agency for Cape Town and the Western Cape, welcomed the Mayor of Atlanta and his delegation visiting under the Atlanta Phambili initiative this week at a business briefing. The event brought together leaders and investors to advance economic collaboration and deepen ties between South Africa and the U.S—one of South Africa’s most important trading partners and the world’s largest economy.
Launched in March 2024, Atlanta Phambili is a sub-national diplomacy initiative designed to strengthen ties between the U.S. and South Africa through trade, investment, educational, and cultural exchange. It draws on Atlanta's expertise in education, research, and creative industries to foster meaningful collaboration and economic growth between the two regions. The December 2024 reciprocal visit of the Mayor’s delegation followed a trade and investment roadshow hosted in Atlanta in March 2024, featuring senior South African business executives and government officials.
The high-level delegation in the Western Cape included U.S. Ambassador to South Africa Dr. Reuben Brigety II, Atlanta Mayor Andre Dickens, Cape Town’s Mayoral Committee Member for Economic Growth Alderman James Vos, Western Cape Minister of Infrastructure Tertuis Simmers, U.S. Consul General Allison Areias, USAID Mission Director Leslie Marbury, as well as other distinguished leaders.
The U.S. is a vital market for South Africa and the Western Cape, underpinned by a longstanding trade and investment partnership. In 2023, it ranked as South Africa’s second-largest export destination, with exports reaching R154.85 billion across sectors such as minerals, technology, manufacturing, and agriculture. During the same period, the Western Cape’s export receipts from trade with the U.S. amounted to R15.80 billion, reflecting a year-on-year increase of 3.55%.
"Exports are the lifeblood of the Western Cape’s economy, driving job creation and prosperity. Initiatives like Atlanta Phambili are vital as they boost economic growth for our region,’’ said Western Cape Minister of Agriculture, Economic Development, and Tourism, Dr. Ivan Meyer.
The Atlanta Phambili initiative seeks to build on this strong foundation by expanding trade opportunities and driving innovation in key areas. Highlighting shared sectors of interest between the two regions, Andre Dickens, the Mayor of Atlanta, said: "We believe that Atlanta could and should be a premier destination for South African investment. It’s not just our strength in tech, logistics, and infrastructure—areas where we excel—but also the unique combination of strategic advantages and robust economic sectors that our city offers."
Ambassador Brigety noted the significant economic potential of creative industries, stating: “The film industry, among others, is an engine of job creation and inclusive economic growth.” He also highlighted the shared values between Atlanta and South Africa, pointing to the potential for future collaboration. Brigety further stressed the importance of people-to-people connections. “Through initiatives like Phambili, we see the power of collaboration in action. These relationships are not only about economics but also about enriching the cultural and social fabric of our societies,” he said.
Alderman Vos pointed out the importance of global partnerships for Cape Town’s economic strategy. “The City of Cape Town’s global partnerships are vital in positioning our region as a leading investment destination. The U.S., and Atlanta in particular, offers immense potential for mutual growth in industries such as technology, tourism, and agribusiness. These partnerships allow our local businesses to gain a competitive edge in international markets.”
Looking ahead, Alderman Vos expressed interest in pursuing a formal agreement between Cape Town and Atlanta to strengthen ties in areas such as trade, investment, tourism, and innovation. He suggested that such an agreement could focus on “key areas such as trade and investment, tourism, regional innovation, and the creative industries—a step that will strengthen the ties between Cape Town and Atlanta,” he said.
Wesgro CEO, Wrenelle Stander commented: “Atlanta Phambili offers a unique opportunity to align our region’s strengths with Atlanta’s dynamic economy. It’s about more than trade—it’s about building a future rooted in shared prosperity, innovation, and collaboration.” Stander also noted that the introduction of direct flights between Cape Town and Hartsfield–Jackson Atlanta International Airport (ATL)—one of the world’s busiest airports by passenger numbers—has significantly strengthened economic ties between the two regions.
During their visit, the Atlanta Phambili delegation explored investment opportunities in the Western Cape’s wine and agri-processing, technology, and creative industries. Mayor Dickens welcomed the announcement of Atlanta as the Feature Destination for FAME Week Africa 2025 – the continent’s largest industry gathering of film, television, music, animation, and fashion. FAME Week Africa will take place September 1-6, 2025, in Cape Town. Site visits to companies like Veldskoen, Amazon, NV Studios, Snake Nation, and The Wine Arc provided valuable insights into the region’s innovation landscape and potential for partnerships.
Partner organisation Brand South Africa, which partnered with the South African government to host the delegation in Johannesburg last week, emphasised the role of global partnerships in enhancing South Africa’s brand appeal to investors. “Through initiatives like Phambili, we are showcasing South Africa as a country of limitless opportunities and fostering confidence among international investors. The U.S. market, as a priority, provides a critical avenue for elevating our exports and driving sustainable economic growth,” said Sithembile Ntombela, ACEO at Brand South Africa.
-ENDS-