SA wine industry gears up for 2010 tourism rush

Scenes such as this at Boschendal are set to attract thousands of visitors during the 2010 World Cup.

According to Elisa Alanis, a journalist from Mexico's Canal 34 Television Mexiquense who recently visited Boschendal on assignment in preparation for 2010, the South African wine industry could benefit tremendously from the World Cup.

“Not only in terms of the hundreds of thousands of tourists visiting ... for the one month of the tournament, but the international media coverage will give the South African wine industry exposure it has never had,” said Alanis.

“Most of the world does not even know wine is made in South Africa. Once they realise this during the broadcasts on 2010 and see the magnificent scenery and historical buildings, you will have an advantage on other wine countries. Trust me, with the international wine industry being as competitive as it is, other countries are envying you for hosting the World Cup. It is a once-in-a-lifetime experience for marketing your country.”

Boschendal, situated outside Franschhoek, already attracts 180,000 visitors a year, and according to marketing manager Ina Basson, this figure can double over the next two years.

Ina Basson, marketing manager of Boschendal and Sandile Eland from the Franschhoek-Stellenbosch 2010 Marketing Committee. With them are two local soccer fans, Morné Appolis, left, and Ryno Rubyn.

“The eyes of the world may currently be looking east at the Beijing Olympics, but once the Olympic torch is doused, all eyes will be on South Africa's preparations for the World Cup,” says Basson. “Over the past month Boschendal has hosted international television crews who are producing programmes on South Africa as a 2010 World Cup tourist destination. Media and commercial enquiries regarding the World Cup have suddenly escalated and it is clear that the Cape winelands will be a major attraction for the more than one million international visitors to South Africa in 2010.

“Boschendal is therefore already beginning with contingency plans, part of which entails a new tasting facility to cope with the increase in wine-tasting traffic.”

Basson says that the potential impact of the 2010 World Cup on the area is beginning to filter through.

“Cape Town is one of the major tournament venues. With the winelands being little more than 50 kilometres from the stadium, I can safely say that the local wine tourism industry will witness the kind of interest it has never experienced before,” she says. “Boschendal's status as an international wine tourism destination with a long and colourful history, magnificent scenery and quality wines is beyond doubt. However, our professionalism in terms of service and hospitality as well as our infrastructure will be tested to the limit.”

Basson said it is important that wineries in the Cape co-operate to ensure that expectations are realised and a broader strategy is in place to ensure that the wine tourism industry is set to make a sterling impression on international visitors.

“The 2010 Franschhoek-Stellenbosch Marketing Campaign, which was recently launched on Boschendal, is a welcome start to this co-operation. We now all have to work together with all industry players to make the necessary strategic inputs necessary to utilise this fantastic opportunity.”