Cape Town - The Stellenbosch Wine Routes has embarked on a wine tourism marketing initiative in an attempt to position the region as the leading wine tourism destination in Africa – and among the best in the world.
The Western Cape’s wine industry contributes an estimated R26.2-billion to the region’s economy.
Ken Forrester, the chairman of the Stellenbosch Wine Routes, said: “Stellenbosch is one of the most significant landmarks in the Cape and although it has a well-established tourism and wine legacy, being the oldest town and wine route in the country, there is a great need for closer partnership between the wine and tourism industries supported by a dynamic marketing programme and campaign.”
The initiative is spearheaded by Mariette du Toit-Helmbold, founder of Destinate, a specialised destination and marketing agency she launched last year after a successful 10-year stint as the chief executive of Cape Town Tourism.
Du Toit-Helmbold said that although the potential of wine tourism in South Africa was significant, a far greater and more aligned effort should be made on a local, regional, national and international level to promote wine tourism.