PUTTING SOUTH AFRICA’S WINE TOURISM OFFERING ON THE GLOBAL MAP.
Tourism is recognised by the South African government as one of six drivers of the country’s economy. It is estimated that wine tourism contributes more than R16 billion to the country’s GDP annually.
The wine industry’s strategic framework, known as WISE, identified wine tourism as a key priority to grow the sector.
As part of an initiative spearheaded by VinPro – and supported by partners Wines of South Africa (WOSA), Wesgro and the South African Wine Routes Forum (SAWRF) – the first Wine Tourism Strategy for South Africa was launched in 2016 and a dedicated wine tourism manager appointed in 2017.
The main objective of the strategy is to promote collaboration among the various stakeholders operating in the wine and tourism sectors, government and the private sector in order to drive economic growth and employment opportunities.
Our vision is to establish South Africa as a leading wine tourism destination in the global arena, recognised for memorable experiences, quality wine, exceptional food and a commitment to responsible tourism.
The wine tourism manager works closely with all related parties, coordinating wine tourism efforts to make this vision a reality.
WINE TOURISM TOOLKIT
The Wine Tourism Toolkit, a comprehensive resource for South African wine tourism, was developed on behalf of the industry to assist businesses to establish or expand their wine tourism footprint. It is available to the industry for free, thanks to support from the Cape Winelands District Municipality.
The free online Toolkit provides a blueprint to assist wineries to plan and implement their wine tourism initiatives, as well as seven sections which focus on different aspects of wine tourism, each including resources, check lists, templates and case studies. Users can work through the Toolkit sequentially or select different modules and topics to suit their needs.
WINE TOURISM WORKER SUPPORT STIPEND
The Western Cape Department of Agriculture is making available a stipend to employees in the wine tourism sector, through the Wine Tourism Worker Support Stipend (WTWSS) fund, to the value of R12 million. The purpose of the fund is to safeguard the permanent employment of wine tourism workers by subsidising their salaries for a key quarter of the tourism calendar.
Each winery may claim for a stipend for a maximum of ten wine and food services staff members who are currently permanently employed in a winery tasting room in the Western Cape Province. The stipend of R3 000 will be allocated per person per month for three consecutive months – the peak tourism months of December 2020, and January and February 2021 – to mitigate projected job losses.
WINE TOURISM SKILLS AUDIT
Vinpro calls on all wine tourism establishments to participate in a Wine Tourism Skills Survey to gage their team’s proficiencies, while enabling the organisation to prioritise areas for further training and development in 2021. The skills survey is brought to the industry thanks to support from the Cape Winelands District Municipality.
Funding has been secured for skills development for 2021, which will be dedicated to priority areas as revealed by the survey, and will only be made available to those wine tourism destinations who have participated in the survey.