Researchers are touting the potential of rooibos tea to unlock a variety of tourism opportunities while stimulating global interest in the Cape Floral Kingdom and the spectacular Cederberg region in which the proudly South African product grows.
Indigenous to South Africa and thriving in the Cederberg Range north of Cape Town, rooibos has captivated a global market that extends across 30 countries, with its popularity growing as a result of the tea’s health and wellness properties. The brew’s growing reach is reflected in research by Verified Market Reports, which forecasts that the global rooibos tea market will grow in value from $1.5 billion in 2023 to $2.2bn in 2030.
Prof Martinette Kruger, from the University of the North West’s Tourism Research in Economics, Environs and Society (TREE) unit, highlighted rooibos tea as a significant part of South Africa’s cultural tapestry and a standout product of the Cape Floristic Kingdom – a Unesco World Heritage Site with over 6 200 endemic plant species.
“Rooibos is more than just a tea; it is a gateway to experiencing South Africa's unique flora and fauna, shaped by its fire-dependent ecology and fascinating geological history. The region itself, known for its breathtaking landscapes, archaeological richness and distinctive biological diversity, offers vast potential for eco and adventure tourism,” said Kruger, who is currently conducting research in collaboration with Curtin University in Perth, Australia, to uncover and develop the numerous tourism possibilities that rooibos tea holds.
Kruger’s study is designed to explore both the supply and demand sides of the rooibos tourism sector, and also to identify the industry’s challenges and opportunities. The goal is to entrench tea tourism within the Cederberg, bringing expanded benefits to the region’s 57 000 residents, most of whom live in rural settings.
"The Cederberg, a popular destination attracting over 70 000 visitors annually, showcases a significant opportunity for sustainable development through tea tourism. We are looking at creating unique, culturally rich tourism experiences that leverage existing agricultural practices and the region’s natural beauty,” Kruger explained.
A perfect fit for the wellness trend
With rooibos growing its global reputation as a caffeine-free beverage that offers numerous health benefits, the region has an opportunity to capitalise on travellers’ increasing demand for wellness experiences.
“Rooibos has successfully been integrated into various products, from cosmetics to culinary flavourings. This versatility speaks to its appeal as a wellness product. Rooibos is perfectly positioned to be a cornerstone of South Africa’s wellness tourism,” Kruger said.
Covering the journey from leaf to cup
Through establishing rooibos-related routes, as well as incorporating tea cafés and educational tours into the tourism package, the tourism sector can showcase the history and entire journey of rooibos tea from leaf to cup, according to Kruger.
Additional plans include using geographical indication and designation of origin branding to connect the quality and reputation of rooibos directly to its South African roots, a marketing strategy that has been successful in other contexts such as wine tourism.
“Integrating rooibos into South Africa's tourism offerings is an exciting opportunity to combine cultural heritage and economic development. By leveraging rooibos as a unique element of our national identity, we can create multifaceted tourism experiences that resonate on a global scale,” Kruger said.
Rooibos has been traditionally consumed by the indigenous Khoisan of South Africa for over 300 years. Swedish botanist Carl Thunberg became interested in the tea in 1772 after observing the Khoisan tribe harvest and process the plant into herbal remedies, and the brew was subsequently popularised as a cheaper alternative to imported black tea by Dutch settlers.
