Wine tourism is the flip side of winemaking for many wine regions and wine estates, so I was interested to read a blog post on wine tourism in New Zealand which makes the point that “overseas consumers of N.Z. wine are our future travelers”.
“It was estimated in 2008 that 177,700 international wine lovers visited N.Z. wineries and there were a total of just under half a million individual trips to a winery. In 2007-2008 international wine tourists stayed longer on average and spent on average $3,543 – this is higher than the average spend per trip for all international visitors ($2,710). Of all international wine tourists, 19% spent more than $5,000 on their trip in N.Z.,” the Tourism Industry Blog reported.
“The wine industry could represent an even far greater value to the N.Z. tourism industry, growing positive brand awareness of N.Z.’s quality wine exports (the milestone of N.Z. exporting over $1 Bil in wine was achieved in July 2009), means that the premium positioning of NZ wine and a quality bottle of; Central Otago Pinot Noir, Waipara Pinot Gris, Waiheke Bordeaux blend, Hawke’s Bay Syrah, or Gisborne Chardonnay on restaurant tables and in the homes of our key visitor markets can translate to higher positive awareness of destination N.Z. and N.Z.’s regional differences.”
This article could easily apply to South Africa, but first we need to get our category branding right.