According to Du Toit-Helmbold, the former CEO of Cape
Town Tourism, the development of South Africa as a preferred wine tourism
destination can unlock opportunities for both the tourism and wine industries.
She explains that the modern tourist travels more
responsibly with regards to ecological and socio-economic impact, and is
looking for enriching stories and experiences. “Simply being beautiful is no
longer enough – many winelands around the world are beautiful. Tourists today
are seeking an emotional connection with the place and people he or she visits.
Stories, rather than mere attractions, are the new drawing card for tourists.”
Moreover, many tourists are interested in urban
experiences, with visits to the nearest attractions. According to Du Toit-Helmbold
the close proximity of several wine regions to Cape Town is a big advantage.
Partnerships with other tourism marketing firms to provide cost effective
packages, is one of Du Toit-Helmbold's recommendations to lure tourists
year-round. She also suggests that wine tourism should initially focus on the
local market.
“Many of the wine routes are already doing excellent
work, but in order to truly develop wine tourism to its full potential,
fragmentation must be eliminated by means of a representative body that
represents the entire South African wine tourism industry,” says Du
Toit-Helmbold.
Wine tourism is one of the key projects identified by the
Wine Industry Strategic Exercise, a process initiated by industry leaders early
in 2014 to create a competitive, robust and future-oriented strategy for the
wine industry.
Managing director of VinPro, Mr Rico Basson, explains
that wine tourism, transformation and generic local marketing were some of the
10 projects to emerge from the Wise-initiative. “We have now reached the
implementation phase of the Wise-process, during which the most important
aspects underlying the sustainable growth of the wine industry are addressed.
Wine tourism is, in my opinion, one of the biggest opportunities to create ambassadors
for the industry and to reap the rewards of its ripple effect,” says Basson.