Wine tourism in South Africa is undergoing a renaissance as wine estates transition away from traditional cellar-door tastings toward comprehensive lifestyle destinations in a bid to democratise wine culture and reach new, younger audiences.
As a 2023 survey revealed, these efforts are already paying off, with tourism’s contribution to cellar turnover surging from 14.7% in 2019 to 17.3% in 2022 as estates reshape themselves for the needs of modern visitors.
“The days of simply offering people five wines to taste and sending them on their way are long over,” says Narina Cloete, Winemaker at Blaauwklippen Estate in Stellenbosch. “Today’s guests want to share in the stories and traditions, and enjoy more varied activities.”
As one of South Africa’s oldest wine estates with roots dating back to 1682, this shift in emphasis is evident in everything from Blaauwklippen’s recently launched De Blaauwe Kitchen restaurant to its family-friendly bike park. Visitors now spend entire days at the estate, bringing their children and immersing themselves in experiences that weren’t available even a decade ago.
This example of the transformation of South African wine tourism reflects a broader change in how the world is experiencing ‘wine country’ – but with a distinctly local flavour that’s drawing increasing attention. While the country currently ranks eighth globally in wine production, it’s rapidly emerging as a leader in wine tourism innovation.
For example, Blaauwklippen’s combination of history (with some buildings dating back as far as 1707), dramatic mountain landscapes, and modern cultural offerings has created opportunities for exclusive experiences that can’t be replicated anywhere else in the world.
“Our priority in recent years has been to reimagine the estate so that guests can still discover something new with every visit and enjoy a fun day out with their friends or family. They might join us for the famous Blouklip wine trail, explore some of the estate’s history and experience some our tailored wine pairings, or take the kids out to our new bike park.”
The Tasting House, which opened in July 2023, pairs the estate’s wines (including its rare Zinfandel Cap Classique) with seasonal dishes specially selected by Narina herself. Additionally, the De Blaauwe Kitchen restaurant, featuring carefully selected historic items inherited by owners over the centuries, serves Italian-inspired cuisine by Chef Cucina di Giovanni.
For those wanting to explore the estate, guided hiking and wine-tasting tours culminating in traditional tractor and wagon rides provide guests with a memorable outdoor adventure, as well as deeper insights into the winemaking process.
Similarly, art and culture play an increasingly important role at Blaauwklippen. The IS Art Gallery, integrated into the Tasting House, showcases some of the finest contemporary South African art. Meanwhile, the weekend market has become a popular community hub, offering a lively atmosphere and the best in artisanal food and crafts.
But perhaps the most significant change has been the estate’s newfound focus on family. Its specialised experience centre and bike park caters to younger visitors, featuring a Velosolutions pump track, a cycling track, and a modern play area complete with a jungle gym, zipline, and more attractions for entertaining children.
As local wine tourism continues to grow, Blaauwklippen’s success offers tantalising glimpses of possibilities for the industry’s future, even as it celebrates the legacy of the past. “Every decision we make balances two questions,” adds Narina. “How do we honour our 342-year heritage, and how do we make that heritage relevant for the next generation? We want to create new traditions for modern consumers and wine lovers. When we see families returning day after day, and weekend after weekend, we know we’re getting that balance right.”
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