History and heritage
Wine and food tourism experts talk growth
Are our restaurants reflecting our cultural dishes? What's our national signature dish?Which dish do we defend internationally? #wfconf2016— Wesgro (@Wesgro) November 2, 2016
A strategy being developedWine tourism currently contributes R6-billion annually towards South Africa's GDP. The aim is to increase that amount to R15-billion by 2025, with the help of the wine tourism strategy. Du Toit-Helmbold said the strategy was being developed as a dynamic industry framework and practical plan. "Our immediate priorities are to get buy-in from role players and to finalise the implementation plan with input from and alignment with the government." Tourism Minister Derek Hanekom said he supported the development of a wine tourism strategy that would unite the industry behind a common vision, brand and aligned plan to take wine tourism forward. "We look forward to working with the industry to help realise the enormous potential wine tourism has in contributing to our country's overall tourism growth." Watch Tim Harris, chief executive officer of Wesgro, talk about the different food and wine experiences in the Western Cape: Rico Basson, chief executive officer of VinPro, said the conference would have long-term benefits for wine tourism and related industries: "We need to adapt to international trends, while offering the best authentic, local offerings – best of what is local. "Wine tourism is a major revenue generator for South Africa. It also presents an important opportunity in terms of job creation," he said. Already 289,000 jobs had been added in the wine value chain to date, said Basson. "The new strategy will pave the way for significant growth in the wine tourism sector over the next 10 years." VinePro represents South African wine cellars and wine grape producers. It had provided funding to conclude the strategy and implementation plan and enable a number of interventions within the next 12 months, said conference organisers. On the strategy agenda is the development of a national wine tourism brand and message with a wine tourism marketing kit to train the trade and hospitality industry, providing them with the tools, messaging and visual inspiration to promote wine tourism more effectively. Furthermore, the establishment of a neutral wine tourism digital marketing platform with interactive website, activated social media platforms, aligned wine tourism event calendar, and fresh content providing links to all the wine regions and routes for cross- marketing purposes is a priority.
Collaboration is keyOne million bottles of South African wine are sold daily worldwide. (Image: Alfred Thorpe, @Vuurtoring) Siobhan Thompson, chief executive officer of Wines of South Africa said: "South Africa exports wine to markets across the world. The bulk of the country's exports are aligned with South Africa's key source tourism markets such as the European Union, with exports to markets in the rest of Africa, the US and China growing. "It makes sense for wine and tourism to collaborate and promote our wine tourism offering as a differentiating factor within our broader wine and tourism marketing initiatives." Hein Koegelenberg, chief executive officer of estates La Motte and Leopard's Leap, said: "We need each other – not only to create a successful and profitable wine tourism industry, but also to sustainably have a quality offering that will result in job creation and that will make a difference to the lives of our people and communities." The conference was a wonderful opportunity for the industry to get together and discuss the various facets of wine tourism, which included international best practice and benchmarks; getting to grips with digital aspects; and the importance of service excellence, he added. "What I hope everyone took away from these two days is that wine tourism is a national asset that requires commitment and strategy and very importantly, co- operation between industries, between disciplines and also between Cape Town and the winelands."
Other topicsRelax with Dax blogger Dax Villanueva is a speaker at the Business of Wine and Food Tourism Conference on 1 and 2 November 2016. (Image: Alfred Thorpe, @Vuurtoring) The importance of marketing, whether face to face with customers or virtually, was another topic discussed at the conference. Other topics included Marketing what's hot? What's not?; Maximising direct customer sales; and Eating South Africa: How do we plate ourselves to the world? Asked about the next big thing in marketing, Paula Hulley of digital agency Gloo singled out short form video. She stressed the importance of visual storytelling in a content-cluttered world. Tips were given on Twitter: Destinate and SouthAfrica.info reporter. Would you like to use this article in your publication or on your website? See Using SouthAfrica.info material
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