How is wine tourism changing the way consumers travel in South Africa?

Author: Julia Glassford

In this ever-changing climate of travel and tourism in South Africa, we are noticing a change in consumer habits when it comes to the Wine and Food culture in our country.

Wine as a focused interest point of a holiday to South Africa is categorically changing the way consumers plan their trip and ultimately their takeaway from the whole experience.

This is resulting in an increased number of tailored packages centred around wine and food discoveries in order to really elevate the complete travel experience.

The historical context of wine and tourism

Wine, just a fermented beverage, right? It cannot possibly have the power to change how people view a holiday?

The Wine region in South Africa has not always had the greatest reputation. For one, given that it is just over 360 years old, it is still classified as a young, or we would say ‘new world’ wine industry. A new world wine has simply been made in a very different way to what most consumers historically would have deemed ‘high quality’. However, different does not mean inferior, quite the contrary. Newer wine making techniques speak to a wider market base and satisfy more consumers.

Historically, the ‘old world’ wine regions, many in Europe, have somewhat claimed a monopoly on the wine market and almost dictated what consumers should be drinking, rather than making consumer driven wine.

In addition to certain perceptions of South African wine, our local industry has also seen some obstacles over the years, one of them being Apartheid when global trade was unfortunately sanctioned. When sanctions were lifted and South African wine was available to the world again, it wasn’t always the cream of the crop that stood out and which we were recognised for.

The changing landscape of wine in South Africa

In the past few decades, the South African wine industry has seen huge growth and some significant changes, mostly attributed to:

Some marvellous new wine producers
Revivals of old classics and firm favourites
An extreme boom in how South Africa has started to market Wineries and visits to these wineries.

The wine tasting extravaganzas of not only enthusiasts but also the mildly curious, the families and the influencers, have seen such an immense interest in wine farms in the Cape, and with good reason.

Not only is the quality of the wine exceptional, but our service offering (of something that was once only for the elite and those with extreme know-how) is now catering to everyone.

South African wineries are known for:

Superb service quality
Breathtaking scenery and views
Beautiful older farm buildings as well as modern luxurious wineries
Mouth-watering food accompaniments either from world class restaurants or pairing options

These offerings have secured South Africa’s spot on the global wine stage as very diversified and inclusive. It has become a perfect balance of ‘old and new world’, premium and accessible.

Our wines are known for being approachable while young and fresh, and offering those keen collectors some reserve ranges that can be cellared for perfect maturation and enjoyment.

Camberley – Stellenbosch – Private cellar tasting with winemaker John

Kleinood – Stellenbosch – tasting in the vineyard

Haute Cabriere – Franschhoek – Cellar tour

Andrea Mullineux – Swartland – Roundstone tasting event

Wine as a focus of travel

While travel used to be about escaping the ordinary, relaxing, experiencing new things and cultural discoveries, and all these are still very much a huge focus, there is a growing interest in how wine and food play a role in truly experiencing the essence of those cultural discoveries.

We have especially seen this evidence of growing trends in South Africa, particular Cape Town.

South Africa is a playground for a fantastic food scene, especially in and around Cape Town, with restaurant offerings easily rivalling some of the world’s best, but at a fraction of the cost. Add to that a wine region that is also increasingly seeing global recognition for its exquisite wine, and you’re in for a treat.

South African wine industry on the global stage

The South African wine industry has not only managed to place itself on the global map of exceptional wine discoveries, but it has made wine and the simple enjoyment of it accessible to anyone, without the intimidating voice over, or price tag.

While some of the ‘old world’ wine regions and their exclusive wineries offer visits ‘by appointment only’, and they are no doubt beguiling places to set foot onto and taste wine at, South Africa has once again done things a little differently and set the stage for a global revolution of wine discoveries.

Emerging trends of wine in tourism

The boom of winery visits and offerings has come with its own challenges though, as we are now seeing a rather closed-minded focus on only a few key wineries that are marketed.

What does this mean for the industry?

This excludes the niche areas and wineries
It doesn’t allow for some diversity of offerings
It means we are seeing marketing of these wineries lure the majority of consumers to the same places that are listed as ‘best of’.

The question is though; ‘best of’ by whose and what standard or category?

The beauty is, every traveller has their own idea of preference, so that gives us a huge opportunity to cater to the individual and leverage our diversity of offerings.

What is the new era of wine tourism in South Africa?

We are now entering into an age where we are yet again taking our offerings to the next level.

As a consumer you can imagine;

Curated experiences and tailor-made offerings
The tiniest most special vineyards one would not ordinarily find
Memorable wine makers to interact with and their unique stories
Interesting and thought-provoking food pairings
Access to industry events
The ever-increasing standard of South African wine

Idiom – Helderberg – sweeping views and sculpture Art

Super Single Vineyards – Stellenbosch – unique and small batch wines

Aslina – tasting event at Culture Wine Bar with winemaker Ntsiki Biyela

Rainbows End – Stellenbosch – mountain and vineyard views

Conclusion: What does this mean for your next visit to South Africa?

We are seeing an increased desire for tailored tour offerings, truly zoning in on what each traveller wants to try and see, making each experience more personalised, while taking a deep dive into SA wine.

One of South Africa’s biggest drawcard is our people, and the wine and food scene, showcased in this personalised way, creates the ultimate setting of deeper cultural connections.

These are the kinds of experiences which will make a holiday that much more special and focused, for our travellers to go home saying they have truly experienced a different and mesmerizing side of South Africa.