Tourism driving the Wine Industry
In a volatile market which is facing both domestic and foreign
challenges, the wine industry is looking very hard for growth
opportunities. Tourism provides ideal platform to sell and
market South African wines, the industries share a symbiotic
relationship and growth in one will result in growth in
the other.
South Africa is gaining prominence as a first choice tourist
destination, no doubt bolstered by the World Cup, and TripAdvisor
recently announced Cape Town as the world’s top city
destination. Global wine tourism is also becoming increasingly
popular and with SA’s wealth of wine farms, many in
close proximity, it provides an ideal destination.
The consistently high standard of local wine and gourmet
food are a large part of what brings tourists into the country
and their contribution to tourism revenue is more than notable.
“In South Africa, our wine industry plays an important
role in terms of its contribution to specifically regional
and rural economic growth and job creation. In 2009 wine
tourism contributed an estimated R4.3 billion to our country’s
tourism revenue, and we believe there is still great potential
for growth in this regard,” said Minister of Tourism
Mr Marthinus van Schalkwyk.
The economic upside is enormous if the industry can focus
its efforts on driving tourism and ensure our wine region
is recognized as a first class destination for both product
and experience. To achieve this SA as a wine destination
needs to be fiercely promoted. This is just another facet
that makes South Africa a world class tourist destination.
Albert Pretorius
albert@fastmoving.co.za
Please feel free to make comments or raise new issues by
emailing the editor
editor@fastmoving.co.za
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