Partnership positions wine tourism as a strategic economic growth sector - not simply a leisure category - and brings commercial, financial and thought leadership support to one of South Africa’s most under-recognised premium assets
Nedbank and American Express are proud to announce their partnership as Industry Growth Partners of the Wine Tourism Conference 2026, reinforcing a shared commitment to advancing one of South Africa’s most dynamic and high-potential economic sectors.
The partnership goes beyond conference branding. It reflects a shared recognition that South Africa’s wine tourism industry - while already world-class in product quality - has not yet built the broader commercial, financial and infrastructural systems required to unlock its full economic value.
Wine tourism is no longer a niche leisure category. It is part of the premium visitor economy, increasingly shaped by customer experience, destination competitiveness, investment readiness and long-term commercial resilience. When functioning at its best, wine tourism supports accommodation, restaurants, events, transport, retail, local employment and regional tourism dispersal; creating multiple layers of economic activity around a place.
Partnership highlights
As Industry Growth Partners, Nedbank and American Express will have an integrated presence throughout the conference - spanning event communications, digital platforms and on-site activations. Both brands will also lead thought leadership sessions focused on the future of travel, premium customer experiences, payments innovation and practical tools that help wine tourism operators grow commercially resilient businesses.
A key focus of the collaboration will be helping wine tourism businesses connect with premium local and international travellers, while equipping operators with a deeper understanding of the value of broader American Express acceptance. Practical business solutions, including the integration of iKhokha (payment solutions), will be showcased to support operational efficiency and enhanced guest experiences.
The partnership will also highlight the growing role of technology and direct-to-consumer platforms in transforming wine tourism from a transactional experience into a long-term customer relationship. Estates that build retention systems, personalise guest follow-up and develop commercially intelligent businesses around their visitor experiences are, increasingly, those best positioned to convert tourism into sustainable revenue.
In their own words
“Recognised by the UN World Tourism Organization as one of only two leading wine tourism destinations globally, alongside Napa Valley in the United States, South Africa’s wine tourism sector has the potential to become the industry’s standout attraction. It represents exactly the kind of high-value, experience-led growth opportunity that Nedbank is committed to supporting. Our sponsorship of this conference goes beyond mere participation - it is about investing in the commercial systems that will enable the sector to enhance profitability and resilience, laying the groundwork for sustained growth and long-term renewal across the industry.”
- Anthony Usmar - Executive: Payments - Nedbank Commercial Banking
“We are building this conference around a clear conviction: that wine tourism is one of South Africa’s most differentiated economic assets, and that it deserves to be treated as such. Having partners like Nedbank and American Express who share that strategic view - and who bring real commercial tools to support operators - makes this partnership genuinely meaningful.”
- Hans Belz - Conference Director - Wine Tourism Conference
“Wine tourism is about unforgettable experiences, and seamless card payments play a critical role in preserving that magic. Today’s global travellers expect fast, trusted, and frictionless ways to pay wherever their journey takes them. Accepting leading card schemes, including American Express, signals that our wine regions are world class and globally ready. Effortless payments increase confidence, drive higher spend, and unlock richer, premium experiences for visitors.”
- Mark Naidoo, National Sales Manager - American Express
A strategic investment in South Africa's visitor economy
This partnership reflects a shared belief in the power of connection, entrepreneurship and tourism to create long-term economic value. By supporting the Wine Tourism Conference, Nedbank and American Express are investing in the continued success of South Africa’s wine farms, hospitality businesses and tourism communities.
The conference is set to welcome industry leaders and innovators from across the country for a day of insight, inspiration and collaboration; helping shape the next chapter of wine tourism in South Africa.
For more information on the conference, visit www.winetourism.co.za or follow us on Facebook or LinkedIn.
