<p>Ocean-based experiences can provoke ocean connectedness, awareness of ocean threats, and pro-ocean attitudes and behaviours. Ocean Literacy embodies these elements, as it transcends a simple understanding of the relationship between the ocean and humankind to include true ocean stewardship. Assessing Ocean Literacy among ocean users can guide pathways to strengthen people-ocean bonds and align with global agendas for ocean protection. Using a qualitative research approach, this study investigated Ocean Literacy among 83 recreational ocean users in Cape Town, South Africa. Data were collected at a tourism organisation providing ocean-based activities, using semi-structured interviews conducted between January 2023 and January 2024. The participants’ responses were coded and analysed using thematic analysis, descriptive statistics and correlations. The participants had nature-centred motivations to partake in ocean-based activities, were aware of Ocean Literacy principles, acknowledged individual and collective responsibility in ocean conservation, and engaged in actions to protect the ocean. These elements were significantly positively correlated. The results also highlighted gaps in knowledge, attitudes and behaviours, and relations of causality in the data could not be determined. While ocean users have a good disposition to become true ocean stewards, more work is required to establish true Ocean Literacy within this group.</p>