Durban - There is an undisputed fact that tourism underpins employment, with the often-bandied statistic being that every eight visitors to a region creates one new job – whether in the restaurants they frequent, the hotels in which they stay or the myriad support industries that keep the wheels of hospitality and entertainment turning.
Hence, it is encouraging to hear South Africa’s inaugural wine route, the Stellenbosch Wine Routes, clinched the title as the best promotional body at this year’s Wine Tourism Awards.
The award came from Drinks International magazine, one of the most respected global drinks journals, and followed the wine route’s 2014 marketing campaign, Stellenbosch Experience, which was aimed at expanding the tourism footprint locally and internationally.
Now in its fourth year, the competition is an industry benchmark for excellence in wine tourism and the Stellenbosch Wine Routes was lauded for implementing innovative tourism initiatives to promote the region and the numerous events and activities offered.
Established in 1971, the route essentially launched South Africa’s wine tourism and heralded the first co-operative venture between corporate entities and a wine region.