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Tourism driving the Wine Industry

May 31st 2011, 00:00

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

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