At the beginning of last year, the first comprehensive wine tourism research study was undertaken as a key part of the Wine Industry Strategic Exercise (WISE) project, to determine the current state of the wine tourism industry in South Africa. The study indicated that wine tourism was an imperative and growing niche tourism market in South Africa, one that we as an industry would be foolish to ignore.

South Africa’s wine tourism market is still very early in its developmental stage and from this study we can see that there are major gaps that show room for development. However, the success of the more established wine regions and estates indicates that South Africa’s wine tourism and wine industry can compete globally and attract a larger share of the fast-growing global food- and wine-loving travel market.

Already in 2014, the WTM Global Trends Report revealed that international and domestic tourists spent more than US$37 billion on food in France, with Italy next, netting more than US$25 billion. Germany, Sweden and Spain complete the top-five food destinations, while Sydney, Australia, was named as one of the top food destinations to travel to in 2016 by National Geographic.

Foodie travellers spend about 18-20% more money in destinations and although food tourists do and will eat in restaurants, simple dining is not a food tourist’s goal. It is all about the experience, learning more about how wine and food are produced and meeting the people behind the scenes. Food is a key experience driver and a gateway to several other insights about the culture and traditions of a destination.

How do we do it?

A national Wine Tourism Strategy will see wine tourism take its place as one of the strategic tourism development and promotional pillars of South Africa. In so doing it will maximise the potential of wine (and food) tourism and establish a strong, sustainable and representative wine tourism sector, attracting a far broader share of the domestic and global travel market.

Establishing South Africa as a leading wine tourism destination in the global arena – recognised for memorable experiences, quality wine, exceptional food and a commitment to responsible tourism – is the goal. Ultimately it will have a real positive impact on the tourism growth of the country, job creation and economic development by attracting new travellers, stimulating job creation and growing our share of the growing global food and wine travel market. South Africa’s wine tourism industry currently shows an annual economic contribution of R6 billion ($413m), with a target of R15 billion ($1bn) by 2025.

A typical top-heavy structure is not required, but rather a delivery mechanism, embracing existing bodies and representatives from all structures in the industry. Better co-ordination and alignment of current wine tourism-related activities, with immediate interventions, and a dynamic, well targeted and measurable international marketing plan and campaign, can take the industry forward as needed.

Once there are measurable campaign results, consistent research findings, adequate funding and a reasonable demand for a stand-alone wine tourism marketing structure, the relevant stakeholders can determine the future structure.

A global, three-year wine and food tourism campaign is proposed, jointly funded through public- and private-sector contributions. The first priority will be the formation of a Wine Tourism Council and the appointment of an implementing agency/project team to manage and implement the three-year wine tourism plan and campaign in line with the national wine tourism strategy.

Understanding what drives changes in travel behaviour and why food and wine tourism are now key elements of the travel experience, is vital to grow the South African wine tourism industry’s contribution to the country’s GDP and employment rate, but also to ensure that South Africa can keep up with the development of wine tourism globally, and thus be able to compete with and surpass other leading countries in wine tourism.

According to Amadeus, we can expect to see 1,8 billion people travelling by 2030. With a 5% increase year on year in passengers on airlines, it’s more important than ever for destinations to use every opportunity at their fingertips to stand out and compete in a global marketplace.

The final Wine Tourism Strategy will be presented at the upcoming The Business of Wine and Food Tourism Conference, being held on November 1-2 at Spier Wine Estate.

For more information and to register, click here.