Dorine Reinstein
South Africa's wine tourism sector has rebounded strongly, surpassing prepandemic levels for revenue and GDP and contributing approximately $162 million to the nation's economy in 2022. Stakeholders in the industry say the resurgence is largely driven by a surge in demand for experiential travel from international travelers and this has prompted wineries to develop innovative and out-of-the-box wine experiences. According to Rico Basson, CEO of Wines of South Africa, repeat visitors attracted by these unique experiences are playing a significant role in driving this growth.
While swirling and sipping remain at the heart of any Winelands visit, today's traveler is increasingly seeking adventure, authenticity and unique ways to connect with the landscape and local culture. "Many American visitors are seeking unique, authentic experiences that go beyond the standard wine-tasting experience," said Quintin Smith, who is managing partner of Cape Adventure Brands, who is also the founder of the tour company Bikes & Wines. "They are particularly drawn to sustainable tourism options and appreciate the combination of physical activity with leisure. Many of our U.S. clients are keen to get off the beaten path and enjoy activities that allow them to connect more closely with the landscape and local culture."
Elmarie Rabe, general manager for Stellenbosch Wine Routes, said wine tourism is increasingly focused on authentic, local experiences that enable travelers to "connect more deeply with the local environment and its inhabitants."
As the popularity of South Africa's Winelands continues to grow, infrastructure improvements are also on the horizon. The planned expansion of the Cape Winelands Airport, an approximately $400 million project slated for completion in 2027, is expected to further boost visitor numbers. This new infrastructure will facilitate easier access for international visitors, offering a range of domestic and international flight options. According to Rabe, the airport will be a great benefit for the region, with a runway capable of accommodating an Airbus A380 jumbo jet.
So what kinds of experiences await travelers in the Winelands? Here are a few highlights:
Touring the Winelands: For clients seeking active and sustainable experiences, the Durbanville Wine Valley recently launched a hop-on, hop-off Durbanville Wine Safari that uses custom-built vehicles to transport visitors between 11 participating farms. This service enables travelers to curate their own journey through the valley, removing concerns about driving after tastings. Joss Terry, co-founder of Durbanville Wine Safari, said, "The aim was to develop a service that not only enhances the wine-tasting experience but also supports the region's growing reputation as a must-visit destination."
Another active option is exploring the vineyards by bicycle. Bikes 'n Wines offers tailored experiences, from casual rides to luxury e-bike excursions with gourmet pairings. "What makes this experience appealing is the slow-paced, immersive nature of cycling through the vineyards. It allows visitors to experience the Winelands in an intimate way, unlike traditional tours," said Bikes & Wines founder Quintin Smith.
He added that visitors can take in the sights, sounds and smells of the Winelands in a way that's impossible when traveling by car. Additionally, Bikes & Wines provides access to exclusive vineyards that aren't open to the general public, giving guests a more private, unrushed experience. "Instead of just visiting a cellar or tasting room, guests can experience the full journey of wine, with the added benefit of expert local guides who share stories about the region's history, culture and winemaking traditions," he said.
Culinary and artistic experiences: The Winelands offer numerous opportunities to combine wine appreciation with culinary and artistic experiences. Many estates, such as Spier and Delaire Graff, showcase impressive art collections and sculpture gardens. The Creative Block wine range at Spier, for instance, is named after one of their community art projects.
For a unique culinary experience, Stellenbosch Wine Routes' Rabe suggests Bartinney, which offers a wine and fynbos pairing that highlights some of the edible plants that are native to the region. "Indigenous herbs and plants are paired with wine, and the smell of the flora pairs very interestingly with the wines," she said.
Storytelling vineyard experiences: For clients who are more interested in history and storytelling, the Constantia Wine Walk is a great option. Travelers can take a private walking tour through the historical Constantia Valley, visiting Groot Constantia, Klein Constantia and Buitenverwachting wine farms. They'll enjoy tastings of 10 wines, a delicious harvest platter lunch and captivating stories. Matthew Sterne, the tour's creator, shares, "The stories I unearthed focus on the people -- the winemakers and strong women -- who shaped Constantia's history." This experience combines beautiful scenery, award-winning wines and engaging historical narratives.
Blending wildlife with wine: And for those who want to enjoy a safari combined with wine pairing, Singita's safari lodges offer a great option. Newly appointed wine buying specialist Jorg Pfutzner said guests don't normally schedule a visit to the Cape Winelands, so Singita will bring the Winelands to its lodges.
Private wine tastings and food pairings elevate the luxury safari experience, bringing the best of the Winelands to remote African landscapes. Singita prides itself on maintaining optimal wine storage conditions, ensuring every bottle arrives at the perfect temperature, even in challenging African terrain.