A couple of weeks ago, we unveiled The Alexander Estate to a group of our Southern African trade partners and industry friends during an incredibly special 24 hours spent together in Noordhoek.
I’ve always believed this area is one of Cape Town’s greatest hidden gems, and it was wonderful hearing so many of our partners say afterwards that they completely agreed after immersing themselves in just a few of the ‘taster experiences’ that make Noordhoek and The Alexander Estate the perfect luxury combination for showcasing the very best of Cape Town.
Together with our experiential partners, Escape+Explore, we intentionally designed the experience to immerse everyone not only in the estate itself, but in just some of the experiences that make this corner of the Cape so special. We explored Noordhoek from the air with Cape Town Helicopters, tracing the dramatic Atlantic coastline and seeing just how beautifully positioned the estate really is between mountain, ocean and vineyards.
We stopped for ridiculously good artisanal ice cream at Kristen’s Kick-Ass Ice Cream and wondered past the Food Barn, the brainchild of the owner behind the internationally acclaimed La Colombe. We enjoyed a tasting at Aegir, home to some of the best craft beer in South Africa, while horse riders passed us below, and explored some of the quirkier sides of Noordhoek too — including the Cat Café (think 20 enormous Siberian cats to cuddle while enjoying high tea), just three minutes from the estate. This area has a swathe of beautiful cafés and restaurants tucked into every corner, ranging from relaxed beachside spots to genuinely world-class dining.
Beyond the location itself, what the Newton family has created here is deeply personal and considered. Spending time with James Newton and hearing stories about his grandfather originally owning this land decades ago added another layer entirely to the experience. There’s real heart behind the estate, which immediately makes one feel at home.
One piece of feedback kept coming through from our partners: this is something that has been genuinely missing from the Cape Town luxury scene. A true five-star boutique estate, perfectly positioned to experience the very best of the peninsula. It works beautifully for honeymooners, celebratory stays, multigenerational travellers, wellness-focused guests, pre or post safari combos and those that don’t want the tourist crowds.
It was just wonderful to share a little bit of this Cape Town magic with our trade partners. From a fun and informative wine tasting with the onsite team where they introduced the brand-new Alexander Vineyards wine collection, to champagne pop-up stops, vineyard glamour cocktails and what must surely be some of the best uninterrupted sunset views in Cape Town. Just dreamy! This corner of Cape Town really does package together so much of what people travel across the world to experience here — mountains, vineyards, ocean, foodie culture, local character and activities far beyond the traditional Cape Point touring route (think horse riding on the beach or boutique shopping in Kalk Bay). Noordhoek and The Alexander Estate are perfectly positioned for exploration (of the well trodden paths and the lesser known ones too).
Ingram, founder and CEO of Escape+Explore and ‘unofficial mayor of Noordhoek’ after more than 20 years living there, explained beautifully why he believes it is the centre of Cape Town. As he put it, if you want guests to be best positioned for the Cape’s top attractions, stay in Noordhoek.
From here, you’re roughly 40 minutes from both Cape Point and the V&A Waterfront, 20 minutes from Boulders Beach, 20 minutes from the Constantia Winelands and close to some of the country’s best golf courses. The difference is that guests can reach these places earlier, avoid the heavy crowds and long queues, and return to the calm of the estate while everyone else is still sitting in traffic. The more time I spend at The Alexander Estate, the more I understand exactly what he means.
After spending those days alongside some of the industry’s most experienced operators, one thing became very clear to me: The Alexander Estate is not just another luxury stay in Cape Town. It is perhaps one of the most exciting new additions to the Cape’s luxury landscape in years. There is such genuine excitement around this boutique, character-filled, elegant estate. It has been incredibly rewarding to see the enthusiasm and momentum continuing to build. Watching our industry partners not only connect with the estate emotionally, but actively begin supporting it, has been one of the clearest confirmations yet that this very special corner of Noordhoek is resonating exactly as we hoped it would. I cannot wait to share it with more of you, so please do get in touch if you would like to experience the estate or chat further about this exceptional offering
Image credits: The Gem Finder
