The best wine tourism region in the world? Some say it’s Napa Valley. The French will claim Bordeaux, and I’ve heard good things about Australia and New Zealand too. Spain, Portugal, Germany – they all have their charm. But how does South Africa stand in this booming global wine tourism industry?
When I finished my Masters in Wine Tourism and Innovation, this was the question everyone asked, and still asks. Now, I won’t pretend I’ve visited every wine region on the planet, but I did live and study in three major wine regions: France, Spain and Portugal. I travelled a fair bit and have spent nearly a decade living and working in the South African wine industry. So this isn’t about declaring one region “the best.” Wine tourism is wildly subjective. Some chase views, others seek education, some crave prestige, food, or just easy access. But if you’re asking for my pick? It’s South Africa. There, I’ve said it. In my opinion, South Africa has the best wine tourism in the world.
What I really want to unpack here is what makes great wine tourism – what South Africa does exceptionally well, and where we could sharpen up a bit.
During my Masters, I visited over 95 wineries to explore their wine tourism experiences. Some were great. Others were exceptional. And a few… were a disaster. One that sticks out in my mind was in Bordeaux. Not a particularly famous Château, but a stunning building, and incredible wine. It took a month, ten emails, and a fair amount of begging to even get in – I had more ease at Château Margaux. And eventually, once you did get in, it came with a hefty price tag (that was different to what was listed online) and a lack of memorable experience. Some say this is the charm of the French, but when it comes to wine tourism and competing globally, this strategy is far from sustainable.
Great wine tourism has a level of openness. Sure, exclusivity has its place in wine, but in tourism, it often backfires. Nothing kills enthusiasm faster than showing up somewhere only to find out they’re booked for months. This is where South Africa is really good. With a few exceptions, you can walk into most wineries around the Cape and be welcomed for a tasting or a glass (and actually feel welcomed). Of course, some estates are appointment-only – which isn’t necessarily a bad thing – but there are still plenty of places where you can just show up and enjoy. And our South African hospitality of “make a plan” often means they’ll make sure you’ve got a seat, even if they’re fully booked. That said, South Africa is also changing. Regions like Stellenbosch are getting busier. Some estates now require reservations and tasting prices are going up. It’ll be interesting to see how this evolves over the next few years and whether we can keep South African wine tourism as open and accessible as it is today – especially for local visitors.
The second visit I remember well was in Portugal, in the Douro. Driving around the Douro Valley can be said to be one of life’s great joys – it’s breathtaking, and the vineyards are incredible. We drove up to a winery one weekend and asked if we could taste some wines. Of course, it was no problem, access wasn’t an problem. They poured us a few, and the wines could easily have been some of my favourites. The only issue was that we were placed in a cold, dark little room with no windows, on hard benches, and the wine was poured in short, stumpy glasses. Why hide away indoors when one of the most spectacular views in the world was just beyond the door? Honestly, I’d have sat on the ground with that glass of wine if it meant I could see it. Funnily enough, we went to another winery straight after, where the wine wasn’t nearly as good but they had a beautiful glass tasting room overlooking the river and the vines. We went back a few more times after that. Not because the wine was so incredible, but because the experience was.
First impressions matter. Appearance matters. We can show countless studies about how a specific glass improves a wine’s aroma, but the truth is, everyone loves drinking from a beautiful glass. The same goes for where you taste the wine. Some of my most enjoyable wine moments haven’t been about the wine at all. South Africa understands this concept well. We have tasting rooms that look out over vineyards and mountains, with elegant glassware and comfortable spaces, and leisure is always prioritised. Of course, some wineries can still improve – you see your fair share of stumpy glasses and less-than-inspired interiors, but I hope more take inspiration from those who do it well. And you don’t always need an epic mountain view or a budget that matches. A beautiful garden, a few outdoor tables, tossing out those short stumpy glasses or introducing a creative touch can make all the difference.
Where South Africa could truly improve, though, is storytelling. I can’t count how many tastings I’ve attended where I left knowing how many months a wine spent in oak, what the soil type is, or which mountain the grapes came from, but nothing about the reason behind the name, the artwork, or the place. I’m not saying this shouldn’t be told, but it shouldn’t be the only thing that’s told. When two neighbouring wineries share similar soils, slopes and styles, what makes a visitor remember one over the other? It’s the story. It’s the dragonfly on the label because it was the first creature to return when the farm shifted to sustainable farming. It’s the wine named after the dog that followed the owner through every row of vines. It’s the family who nearly lost everything but chose to rebuild anyway. Those are the details that are remembered. The quality of our wines is already there, across the board. Competing on that alone isn’t enough anymore. What South Africa’s wine tourism sometimes lacks is that emotional connection – the meaning behind the name, the design and the story.
Because at the end of the day, that’s what wine tourism really is. It’s not only about access, or views, or glassware (as much as I am passionate about this) but it’s really about memory and recall for consumers. It’s all about the story that gets told when people speak of your winery, and when it comes to creating those stories, South Africa already has everything it needs to not only compete, but to lead.