Wine tourism may be South Africa’s hidden economic jackpot

South Africa’s wine industry is sitting on a powerhouse of potential, and the key to unlocking it lies in turning wine tourism into the country’s biggest drawcard.

According to Daneel Rossouw, Head of Sales for Agriculture at Nedbank Commercial Banking, local wine producers are perfectly placed to grow the industry through strategic tourism initiatives. ‘Wine tourism should be the superstar of South Africa’s wine sector,’ he says.

And he might be right. With 522 wine cellars spanning 23 scenic routes across the Western Cape, Northern Cape and KwaZulu-Natal, South Africa offers an accessible and world-class wine experience, as per Nova News.

So impressive, in fact, that the United Nations World Tourism Organization has ranked it alongside California’s Napa Valley as one of only two primary wine tourism destinations on the planet.

Beyond the wine, it’s the food, storytelling and warm South African hospitality – all delivered at prices lower than global competitors – that create a winning formula.

The numbers are hard to ignore. Research by South Africa Wine shows that in 2022, wine tourism generated a staggering R9.3 billion for the national GDP, contributed over 17% of total winery turnover, and supported up to 40 000 jobs depending on the season.

Small producers benefit the most. Micro cellars earning under R10 million annually reported that 36% of their income came from tourism.

Small (35%), medium (19%) and large wineries (22%) followed closely, showing how tourism can lift profit margins across the board.

Transformation is also gaining momentum, with 81 black-owned wine farms and 107 black-owned brands emerging as major tourist draws, thanks to the authentic experiences and cultural storytelling they offer.

Industry experts argue that unforgettable visitor experiences are the key to long-term success. In-person tastings and farm visits not only boost the price per bottle sold but also encourage repeat purchases. Special deals and celebratory occasions are two of the biggest reasons people visit, according to the 2021 Great Big Wine report by Vintelligence.

Still, many wineries are failing to tap into the full potential. A major pitfall? Not collecting visitor information. By allowing guests to leave without sharing contact details, wineries are missing out on valuable data that could turn casual visitors into lifelong customers.

Beau Constantia is one of the few breaking this trend. They reported earning nearly R275 000 in extra revenue in a year, just from 5% of guests who left their details and later made follow-up purchases.

While international visitors from the UK, US and Germany remain key markets, it’s domestic travellers who form the backbone of wine tourism in South Africa. Two-thirds of all wine tourists are local, with many living within a 40km radius of the cellar they’re visiting. In July, 81% of overnight guests were domestic.

Western Cape residents, in particular, are frequent visitors to local farms; 61% have visited more than five times, compared to just 27% from other provinces. This proves that expensive accommodation isn’t a requirement. Day trips are king, and experiences like restaurants, farm stalls and child-friendly activities are the real magnets.

Last month, the award-winning Le Grand Vin de Stellenbosch ‘La Grande Sélection’ Cabernet Sauvignon 2022, produced by Le Grand Domaine, triumphed over top-tier entries from global wine powerhouses, including Bordeaux, Napa Valley and Australia.

The Sauvignon won Best International Cabernet Sauvignon at the prestigious 2025 International Wine Challenge (IWC) in London.

The road to growth lies in investing in facilities, upskilling staff, adopting tech tools, and clever marketing. For wine businesses willing to evolve, wine tourism isn’t just a bonus stream; it’s a route to stronger brands, better profits and a more sustainable future.

The message is clear: South Africa’s wine industry isn’t just producing bottles, it’s sitting on a tourism fortune just waiting to be uncorked.