Wine tourism and destination marketing in Paarl got off to a great start for the year with Paarl Tourism and Paarl Wine Route merging to operate under one umbrella.

The decision, which was made during the AGM of the Paarl Wine Route, will see a unified destination offering as one brand, Paarl Wine Valley. Paarl Wine Route is the second oldest in the country and currently has 22 members.

The region has become internationally renowned for its award-winning wines and its unique terroir has proved ideal for creating world-class Chenin Blanc and Shiraz.

Stephen Richardson, Chairman of Paarl Wine Route, explained that the wine route was a founding member of the Drakenstein Local Tourism Association, which was established in 2013 with the mandate to promote Paarl Tourism, Paarl Wine Route, Wellington Tourism and Wellington Wine Route.

“It made sense that Paarl Wine Route would eventually integrate its operation to further the promotion of ‘Brand Paarl’ within the wine tourism sector. Paarl’s wine producers are looking forward to the increased benefits of the united brand identity and the economies of scale that the combined organisation can deliver,” he said.