South Africa’s wine industry is uniquely poised to thrive by embracing wine tourism as its key attraction, says Daneel Rossouw, Head of Sales for Agriculture at Nedbank Commercial Banking. With 522 wine cellars across 23 scenic routes in the Western Cape, Northern Cape, and KwaZulu-Natal, the country offers a world-class yet affordable experience rich in wine, food, storytelling, and authentic hospitality.
A Global Wine Tourism Leader
The UN World Tourism Organization (UNWTO) recognises South Africa as one of only two premier global wine tourism destinations, alongside Napa Valley. These regions are celebrated for blending history, gastronomy, hospitality, and diverse activities, offering appeal even to non-wine lovers.
Economic Powerhouse in the Making
In 2022, wine tourism contributed R9.3 billion to South Africa’s GDP and supported up to 40,000 jobs. It made up 17.3% of total winery turnover. Micro and small wineries benefitted most, with tourism contributing 36% and 35% to their turnover, respectively. Even large and medium wineries saw 22% and 19% of their income come from tourism. These figures show a sharp rise from 2019 and demonstrate the sector’s growing financial impact.
Black-owned wine farms are playing a vital role, with 81 black-owned wineries and 107 brands enriching the tourism landscape with unique cultural stories, helping to foster industry transformation and inclusivity.
Creating Memorable Experiences
To succeed in wine tourism, wineries must invest in crafting memorable visitor experiences. Understanding what attracts and delights guests is key. The 2021 Great Big Wine report found that in-person tastings and food-and-wine pairings significantly increased both the price and quantity of wine purchased. Special promotions and celebratory occasions also drove visits.
However, many wineries miss the opportunity to build customer relationships. Guests often leave without their details being captured, preventing follow-up and loyalty marketing. Digital tools like CRM systems and Wi-Fi analytics can help wineries turn one-time visitors into long-term patrons. For instance, Beau Constantia generated nearly R275,000 annually from follow-up sales to just 5% of guests who shared contact info.
Don’t Overlook Local Tourists
While the UK, US, and Germany are key international markets, local tourism remains vital. In 2023, 66% of wine tourists were domestic, with 37% living within 40 km of a winery. During July, 81% of overnight wine farm guests were local tourists. Western Cape residents were especially active, with 61% visiting wine farms over five times.
These trends suggest that wineries can thrive without high accommodation costs. Offering enriching daytime experiences—such as casual restaurants, family-friendly events, and farm stalls—can significantly boost visits and revenue.
Investing in the Future
To unlock wine tourism’s full potential, wineries need investment in facilities, staff training, tech, and strategic marketing. This approach not only enhances customer experience and loyalty but also strengthens brand resilience and positions the industry for long-term, inclusive growth.