South African wine tourism is growing in line with global trends. Despite industry challenges, the sector is growing ‘exponentially’, says South Africa Wine CEO Rico Basson.
Also read: Explore the winelands of Paarl and Wellington this autumn
‘South Africa’s Winelands, renowned for its world-class offerings, are becoming a magnet for recurring visitors. This trend generates revenue for wineries and builds the country’s image as a destination rich in beauty and experiences,’ he wrote in Bizcommunity.
Between January and November 2023, international tourist arrivals reached 7.6 million, a year-on-year increase of 52%, according to Statistics South Africa’s data.
Traffic via Cape Town International Airport’s domestic arrivals increased by 20% in December compared to 2022. ‘While the total international visitor count is still almost 18% lower than in pre-COVID 2019, we are seeing a strong rebound,’ says tourism and hospitality specialist Margi Biggs.
She adds that further growth from Cape Town can be expected after the City was named second-best in Time Out’s 50 Best Cities for 2024 list. ‘We think the new Winelands airport, expected to be operational by 2027, will also be a big growth driver. This is the time for us to get ourselves ready for the upswing.’
Their remarks coincide with the upcoming Wine Tourism Conference on Thursday, 30 May. The conference will host a notable array of international and local speakers, News24 reports.
Looking for a great deal on a car for under R100k? Find car listings here.
Biggs will convene the day-long event at Lanzerac in Stellenbosch under the theme ‘The Business Case for Wine Tourism’. The conference is sponsored by Wesgro, Delta Air Lines, the Stellenbosch Wine Route and South Africa Wine.
Paul Wagner, a US wine tourism and marketing expert, has been chosen as the headline speaker for the conference. He is a veteran member of Napa Valley College’s Viticulture and Winery Technology Department and will speak on wine and tourism (with a strong focus on marketing and communication).
Peter McAtamney, who heads Wine Business Solutions in Australia, will discuss methods to optimise revenue with effective wine tourism business strategies.
Mike Ratcliffe, CEO of the Stellenbosch Wine Route, will provide a talk on boosting wine tourism profitability. Ratcliffe is a major contributor to the success of Warwick Wines and Vilafonté, the first South African/US joint wine venture.
Mark Wilkinson, director of the Cape Winelands Airport and Kevin Campbell of Delta Air Lines will also join to outline the business case for air access to the Winelands.
Francois Rautenbach, formerly from Singita, known for luxury lodges across Africa, will discuss the advantages of partnerships between tourism and wine. He created Singita’s Premier Wine Direct programme, which allows guests to purchase and ship home wines they enjoyed during their safari.
Other specialist tourism speakers include the founder of US wine importer Cape Ardor, Eric Matkovich and Xania van der Merwe, a seasoned winemaker and customer experience manager.
Several workshops will also be conducted during the event, including a report-back session and an informal wine tasting by Stellenbosch Wine Route.
Details:
- Date: Thursday, 30 May
- Location: Lanzerac Wine Estate, Lanzerac Rd, Stellenbosch
- Tickets: winetourism.co.za
Cape {town} Etc discount: Looking for things to do in the city at half the price? Let these amazing offers inspire you. Get them here.
Also read:
Discover the splendour of the Winelands at the Winelands Autumn Expo
Picture: Rodrigo Abreu / Unsplash