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Wine tourism development in South Africa: a geographical analysis

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An International Journal of Tourism Space, Place and Environment

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Wine tourism development in South Africa: a

geographical analysis

Sanette L. A. Ferreira & Caitlin A. Hunter

To cite this article: Sanette L. A. Ferreira & Caitlin A. Hunter (2017) Wine tourism development
in South Africa: a geographical analysis, Tourism Geographies, 19:5, 676-698, DOI:
10.1080/14616688.2017.1298152

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TOURISM GEOGRAPHIES, 2017
VOL. 19, NO. 5, 676–698
https://doi.org/10.1080/14616688.2017.1298152

Wine tourism development in South Africa: a geographical

analysis
Sanette L. A. Ferreira and Caitlin A. Hunter
Department of Geography and Environmental Studies, Stellenbosch University, Matieland, South Africa

ABSTRACT ARTICLE HISTORY

Wine tourism, which is growing and developing on a global scale, is Received 16 September 2016
widely considered a driver of economic and social development in Accepted 7 February 2017
rural areas. Limited job opportunities and unemployment are KEYWORDS
prevalent in most rural areas, particularly in South Africa. In 2015, Rural development; winery;
the South African wine industry generated close to 300,000 direct wine route; winescape;
and indirect employment opportunities. A geographical analysis of tourism area life cycle;
the development and current state of wine tourism in the region resortification; South Africa
can assist in the country's efforts to develop a new strategy to
关键词
enhance and preserve wine tourism in the future. Wine tourism
乡村发展; 葡萄酒厂; 葡萄
development is analysed from a nodes, network and winescape 酒游程; 葡萄酒景观; 旅游
perspective using the results from a national questionnaire survey. 地生命周期
This mostly quantitative approach explains the wine tourism
development over more than 40 years from a supply-side
perspective including its wine tourism product portfolio and in
terms of its physical footprint. Wine tourism development
commenced from only three pioneer open cellar doors in 1971, to
network formation of 21 wine routes and today boasting well-
established wine tourism destinations. The Stellenbosch-
Franschhoek-Paarl nexus emerges as South Africa's premier
winescape, as being a well-established destination in its mature life
cycle phase. Strong evidence of hierarchical differentiation between
the wineries of the more established wine tourism regions has
emerged. The impact of the wine tourism resorts on the smaller
wineries has yet to be determined in the context of the resilience of
the whole region. The development of wine tourism is also
responsible for the transformation of rural landscapes and
especially in the regions that have the most developed wine routes.
These regions need higher-level protection (especially the cultural
and natural resource bases) in the form of an ‘agricultural reserve’ or
the declaration of a ‘national heritage site’.

摘要
葡萄酒旅游, 正在全球范围内迅速发展, 已广为认可为一种驱动乡
村社会经济发展的因素。正如绝大多数乡村地区一样, 南非乡村
地区就业机会缺乏和失业问题普遍存在。2015年南非葡萄酒产业
产生了将近30万个直接与间接就业机会。对该地区葡萄酒旅游的
现状与发展进行地理分析有助于该国将来制定新的葡萄酒保护与
提升战略。本研究利用南非全国葡萄酒问卷调查结果, 从节点、
网络与景观角度分析了葡萄酒的发展, 从供给方的视角定量地解
释了葡萄酒四十余年的发展, 包括其产品组合与自然足迹。南非

CONTACT Sanette L. A. Ferreira slaf@sun.ac.za

© 2017 Informa UK Limited, trading as Taylor & Francis Group
 TOURISM GEOGRAPHIES 677

葡萄酒的发展从1971年只有3个开创性的开放酒窖起步, 形成了有
21条葡萄酒旅游路线的葡萄酒旅游网络, 至今发展为颇有名气的
成熟葡萄酒旅游目的地。斯德伦波士(Stellenbosch)、弗朗斯胡克
(Franschhoek)、帕尔(Paarl)三个核心已经成为南非主要的葡萄酒
旅游景观, 成为处于发展周期成熟阶段的知名旅游目的地。有证
据表明, 这些知名葡萄酒旅游区的葡萄酒厂已经呈现出明显的等
级差异。 这些葡萄酒胜地对较小规模葡萄酒厂的影响在整个地区
发展弹性的背景下有待进一步确定。葡萄酒旅游的发展有助于乡
村景观的转型, 特别是有助于最发达葡萄酒旅游路线所处乡村地
区景观的转型。这些地区由于其文化与自然资源的基础, 需要以
农业文化保护区的形式或者宣告为国家遗产地的形式进行高等级
的保护。

Introduction
Wine tourism is growing worldwide and is considered a vital driver of economic and social
development in many rural areas (Alonso, Bressan, O'Shea, & Krajsic, 2015; Hall & Mitchell
2001; Marques, 2006; Presenza, Minguzzi, & Petrillo, 2010). Wine tourism is part of the pro-
liferation of special interest tourism and it constitutes one of the best-known international
expressions of route tourism (Telfer, 2001). The activities of wine tourism are extensions of
a complex relationship between wineries, wine regions and visitor-consumers (Marzo-
Navarro & Pedraja-Iglesias, 2012). Wine tourism has emerged as a strong and growing
area of special-interest tourism in the wine-producing countries of the Old World and
New World where it is an increasingly significant component of their regional and rural-
tourism products (Alonso et al., 2015; Bruwer, 2003; Ferreira & Muller, 2013; Preston-
Whyte, 2000). Wine tourism involves travel with the primary objective being wine, but to
have a complete wine experience combination with history, culture, nature and cuisine is
essential. Thus wine tourism can be understood through ‘a product-geography approach’
which involves various components of the ‘wine tourism product, i.e. outdoor dining,
active participation in cultural and historical attractions or diverse regional peculiarities
(regional cuisine, architecture, heritage, scenic landscapes), visits to wineries, participation
in some technological operations, wine tasting, wine-related cuisine, visits to vineyards
and/or wine museums, attendance to ‘folk and more’ programs, festivals and celebrations
of wine’ (Ivanova, Milev, & Georgiev, 2015, p. 57).
In South Africa the culture and leisure industries around Cape viticulture have bur-
geoned into the fourth most important tourism attraction of international tourists to the
country (Alant & Bruwer, 2004; Demhardt, 2003; Grant Thornton Kessel Feinstein, 2003;
Tassiopoulos, Nuntsu, & Haydam, 2004). There are now 21 very well-organised wine route
associations in South Africa. South Africa is one of the most aggressive campaigners in
getting its wine-tourism message across and to serving its high-quality wines in idyllic
contexts (Bruwer, 2003; Demhart, 2003; Ferreira & Muller, 2013; Rogerson, 2007; Tassio-
poulos et al., 2004). While the country is located far from the homelands of most foreign
wine lovers, it offers huge rewards to those who visit its winelands. According to Winkler
(2012, p. 3) ‘wine tourism is better developed in South Africa than any country, most win-
eries have excellent tasting facilities, and many have superb restaurants with spectacular
mountain vineyard views offering the special wild game and seafood of the country’.
Wine tourism plays an important role in generating spectacular images of South Africa
678 S. L. A. FERREIRA AND C. A. HUNTER

abroad (Ponte & Ewert, 2009) and according to these authors; it is surprising that this
industry has been the subject of a relatively limited academic attention.
After more than 40 years of involvement and development in wine tourism in South
Africa – mostly driven by wine-routes (private wine-estate route members) – the wine
industry has only recently done a strategic exercise called WISE1 (WOSA, 2016a). The exer-
cise was based on a baseline study and focus group discussions with a wide spectrum of
stakeholders of the wine industry. One of the outcomes of the WISE process was a recom-
mendation that a national strategy for wine tourism development and promotion has to
be developed (WOSA, 2016a). Eventually the Ministry of Tourism in South Africa has recog-
nised the role of wine tourism as job creator and retainer as well as positive image builder
with South Africa's first national wine tourism strategy that was launched in November
2016 (Destinate, 2016; WOSA, 2016a).
This paper presents a geographical analysis of the development and current state of
wine tourism in the region that can assist in the country's efforts to enhance and preserve
wine tourism in the future. First, appropriate literature is reviewed on the nexus between
wine tourism and regional development, the concept of tourism area life cycles and the
development of wine-tourism routes. Second, an analysis of wine tourism development in
South Africa from a node, network and winescape perspective, and third, an in-depth
analysis of the nodes, networks and winescapes using the quantitative results from a
questionnaire. Last, conclusions are drawn and recommendations are made regarding
challenges facing wine tourism and planning directions.

Wine tourism and regional development: wine routes and destination life
cycles
The diversification of rural economies has to be more centred on the potential for endoge-
nous development, seeking to find structural solutions to the difficulties of setting up sec-
ondary and tertiary activities (Gatti & Incerti, 1997, p. 218). Tourism in rural areas has
progressed from being a primarily passive and minor element of the landscape to a highly
active and dominant agent of change and control of that very landscape and of associated
rural communities (Butler, Hall & Jenkins, 1998; Rogerson, 2007; Saarinen and Rogerson,
2014). The development of wine tourism in different areas of the world has played an
important role in the diversification of rural economies (Hall, 2002; Ritter & Virag, 2016).
Visitors to wineries for recreational purposes can serve as a distribution channel of con-
sumers into a specific region (Wargenau & Che, 2006). Wine-related tourism activities can
benefit destinations by attracting visitors in pre- and post-peak travel seasons (Getz,
2000), so contributing to steady incomes and jobs in rural areas. Visitors to wineries do so
as part of a day trip, short break, or weekend away rather than simply to purchase some
wine, a process that contributes positively toward local income generation (Grybovych,
Lankford, & Johnson, 2009; Hall, 2009). Wine tourists visit a wine region to experience its
character, wine, food, lifestyle and cultural attractions, to visit friends and relatives, or to
unwind and relax. A desire to have fun and escape the stresses of the city will often be
involved (Bruwer & Alant, 2009; Sparks, 2007). The wine-tourism experience can be pro-
vided in a number of ways, ‘the most notable being events and festivals, cultural heritage,
dining, hospitality, education, tasting and cellar door sales, and winery tours’ (Charters &
Ali-Knight, 2002, p. 312). Wine tourism supply chains comprise various activities (cultural,
 TOURISM GEOGRAPHIES 679

recreational, culinary and wine tastings) as well as consumer education (Quadri-Felitti &
Fiore, 2012). The incorporation of both tangible (quality of the wine product) and intangi-
ble elements (service standards) is fundamental to ensure the ‘total wine experience’
(McDonnell & Hall, 2008).

Wine routes (networks)

Wine tourism development in Europe is largely characterised by official wine roads or
wine routes (Hall et al., 2000) pioneered by Germans with their ‘Deutsche Weinstrasse’
opened in 1935 as part of the country's, i.e. Germany's, efforts to revitalize its wine indus-
try, later followed by the French with the establishment of their first wine road in the
1950s in Alsace. Every wine road is aimed at highlighting a series of regional characteris-
tics (natural, cultural and social) which confer a brand identity and a distinctive attribute
(Moran, 1993) or something that makes it unique in tourists’ perception. Tourism routes
represent a supply-side initiative for destination development and must respond to or cre-
ate tourist demand for the tourism products on offer (Rogerson, 2009). Wine routes repre-
sent the roadway to ‘the core attractions of wine tourism – the wine and the winery’
(Bruwer, 2003, p. 424). A wine route is a kind of cultural itinerary playing a part in the over-
all tourism strategy of a region. The itinerary can involve a number of stages including: a
visit to a wine farm with or without a wine tasting; the discovery of vineyards; a visit to a
museum or wine-tasting centre; the chance to purchase wines; a ‘refreshment’ stage
enabling visitors to try the culinary specialities of the region; and accommodation on a
wine farm (Gatti & Incerti, 1997, p. 219). The success of wine routes as a rural development
strategy requires cooperation among wineries, and between wineries and other stake-
holders (Hojman & Hunter-Jones, 2012). Unfortunately, experiences in some countries
have shown that wine tourism or wine routes do not automatically become good tools for
rural regeneration (Brunori & Rossi, 2000; Gatti & Incerti, 1997). For example, Farinelli
(2003) has pointed out that a dramatic cultural change would be required in the Chilean
case where most of the wine owners and managers hold extremely individualistic and
anti-cooperation attitudes. Beyond the cooperation factor, the location of these routes
(networks of wineries) in close proximity to potential tourists (metropolitan areas) is a
determining ingredient in the success of certain wine routes.

Wine regions and the destination cycle

Wine tourism destinations are ‘regions which base some or all of their appeal on wineries
and related benefits’ (Getz & Brown, 2006, p. 79). Different wine tourism regions have dif-
ferent appeals. Wineries with pleasing aesthetics of vineyards and old buildings are ven-
ues for tasting, learning about and buying wines (Wargenau & Che, 2006). The
competitive positioning of wine tourism regions has become an important strategic issue
(Williams, 2001), given the substantially increasing volume of wine tourism and numerous
regions now competing aggressively to attract high-yield wine tourists (Getz & Brown,
2006). The features of a wine region (geographic location, regional brand image, cellar
door profiles, wine products, landscape, attractions, accessibility, proximity, infrastructure,
climate, economic development, tourism life cycle) contribute to its success and attrac-
tiveness as a tourist destination (Carlsen, 2004; Marzo-Navarro & Pedraja-Iglesias, 2012).
680 S. L. A. FERREIRA AND C. A. HUNTER

The competitive advantage of renowned wine territories becomes obvious when com-
pared to lesser-known wine-producing areas (Presenza et al., 2010). Renowned wine areas
are innately successful in the ‘bundling of special attributes’ that enhances the appeal of a
place and the likelihood of visitation. These areas have a greater range of accessible things
for visitors to see and do; these increase the likelihood of securing overnight stays, gener-
ate greater tourist revenue expenditure per visit; increase job opportunities; and remain
sustainable over the longer term (South Australian Tourism Commission, 2006). According
to Carlsen (2004) and Getz and Brown (2006) the key success factors in wine tourism
regions lie in three dimensions: the quality and number of wineries (critical mass); the
region's physiographical appeal; and how the product is augmented by cultural tourism
products. Destinations offering a variety of experiences enjoy a competitive advantage to
attract a wide and diverse range of tourists (Alant & Bruwer, 2004). Product offerings have
emerged as an important enhancement factor with consumers wanting more than just
wineries. Getz (2000) has argued that the competitive tendencies require continued
emphasis on quality products, distinctive branding and positioning and effective market-
ing to specific target segments. In particular, a vital combination of food outlets and spe-
cial features in the way wine tastings are conducted is essential (STCRC, 2008). There is a
growing trend toward experiential tourism with an emphasis on food-and-wine, the role
food and wine plays in attracting visitors to a destination and on the constituents of a suc-
cessful food and wine region (Sparks, Roberts, Deery, Davies, & Brown, 2005). The relation-
ship between consumers’ travel patterns and their involvement with wine and food has
demonstrated the strength of their interdependence (Dodd, 1997; Getz & Brown, 2006;
Getz & Carlsen, 2008; Mitchell & Hall, 2003; Sparks, 2007). Skinner (2000) maintains that as
wine regions become increasingly involved in or even dependent on wine tourism, it is
essential to sustain tourism as an economic resource. The various impacts on residents
and host communities which result from general tourism development includes:
increased traffic in small towns and along rural roads, especially if tour buses are promi-
nent; annoyances and complaints arising from viticulture and wine-making processes;
wineries competing with local businesses (e.g. food, entertainment, accommodation); and
a perception of inappropriate types or scale of development (e.g. large landmark wineries)
(Hackett, 1998; Tomljenovic & Getz, 2009). Competition for coveted wine tourists can grow
to a point where the economic sustainability of individual wineries or entire areas is
threatened (Getz, Carlsen, Brown, & Havitz, 2007). The TALC model (Butler, 1980, 2006) is
clearly related to all the economic, community and environmental dynamics of wine tour-
ism. The model postulates that decline or planned rejuvenation is not inevitable, but they
are possible in certain evolutionary stages. Based on Butler's (1980) ideas, Dodd and Bev-
erland (2001) developed a framework more appropriate to wine tourism destinations. It
proposes five life cycle stages ranging from winery establishment to recognition, then
regional prominence to maturity and finally, tourism decline. In the Napa Valley, California
– perhaps the world's most developed wine tourism destination – various strategies have
been employed to limit development, modify demand for winery visits and encourage
high-yield wine tourism by managing wine tourism through de-marketing and the promo-
tion of alternative attractions (Carlsen & Ali-Knight, 2004). Tomljenovi
c and Getz (2009)
have applied the life cycle concept to the development of wine tourism regions in Croatia,
with the incorporation of winery owners’ perceptions and attitudes. When considering the
spatial dimension of the development of wine routes at a destination level – some of the
 TOURISM GEOGRAPHIES 681

ideas of Miossec (1977) are still applicable after almost four decades. According to the
model the spatial development of a destination begins with the establishment of the pio-
neer node (in this case an open cellar door); expands to network formation (wine-route
development where multiple nodes are connected through a road network); and culmi-
nates with the establishment of a destination system (more than one wine route with an
integrated nodal and network system with signs of hierarchical differentiation between
the nodes and the routes).
Many wine regions around the world have found it financially beneficial to pro-
mote wine tourism, with wine growers’ associations spending significant amounts of
money to promote such tourism despite sustainability being questioned (Barber, Tay-
lor, & Deale, 2010). Given this paper's focus on the development of wine tourism in
South Africa, it is crucial that the planning and marketing of the country's wine-tour-
ism regions be based on lessons learned elsewhere so benefiting from international
experiences.

South Africa as wine producer and wine tourism destination: an evolutionary

analysis
The following subsections contextualise the case study on the state of wine-tourism devel-
opment in South Africa with discussions of the appropriate geographical factors, the
extent and quality of the wine industry and the symbiotic relationship between the wine
and tourism industries.

Geographical factors for the production of quality wine grapes and aesthetic
appealing winescapes
Almost all of South Africa's high-quality vineyards are located in the Western Cape
Province, close enough to be part of the pleasure periphery of Cape Town. The wine-
lands are situated within a two-hour drive from Cape Town (Figure 1). While the geo-
graphic area is relatively small, the proximity to the sea in the south and west, and
the mountainous nature of much of the terrain, provide incredible microclimatic vari-
ety. The differences in microclimates and soils provide the terroir for more than 100
appellations currently in existence (Mouton, 2006; Platter, 2016). The soils in these
appellations tend to be degraded sandstone, granite and shale mixed in different
proportions with clay depending on location. These geographical factors coupled to
the expertise and creativity of South African winemakers is responsible for the pro-
duction of excellent wines that compete with the best quality wines of the world
(Maseko, 2016; Mokhema, 2016). Regarding aesthetic appeal, the winelands offer a
range of topographical pleasures ranging from high, snowy mountains to arid plains.
The winelands landscape also boasts well-conserved Cape-Dutch architecture and
other enticing heritage superstructures: churches, farmhouses, town halls, wineries,
museums and mission stations (Ferreira, 2007). It is widely noted that the Cape wine-
lands are probably the most scenic in the world (Ferreira & Muller, 2013; Winkler,
2012), and hospitality arrangements for tourists are becoming more and more sophis-
ticated including five-star accommodation establishments and award winning
restaurants.
682 S. L. A. FERREIRA AND C. A. HUNTER

Figure 1. Wine regions of South Africa.

The wine industry in South Africa

In international wine circles South Africa is classified as a New World producer. South
Africa is also a relative new player in international wine markets, due to the recent (re)
opening of its export markets after its political transition to the post-apartheid regime in
1994. From an evolutionary (or historical) perspective, the origin of the wine industry of
South Africa (Table 1) dates back to 1659 when Jan van Riebeeck tasted the first glass of
locally produced wine (Demhardt, 2003) (Table 1). Today South Africa is the eight largest
producer in the global wine business and it is an important source of wine imports in
selected countries. The European Union (EU) region accounts for 75% of the South African
annual offshore wine sales of which the UK represents the third. The total value of these
wine exports is five billion ZAR (357 million USA $) (Maseko, 2016). The overdependence
on the EU as export destination exposes an Achilles heel of the South African wine indus-
try so that Wines of South Africa (WOSA) has embarked on a major marketing effort to
open up other markets, especially in Asia.
In 2015 the surface area under vines in RSA was 99,680 hectares (SAWIS, 2016). Under
the auspices of the Wine of Origin Scheme,2 production zones in the Cape winelands
have been divided into officially demarcated regions, districts and wards. There are six
regions in the geographical unit of the Western Cape – Breede River Valley, Cape South
Coast, Coastal Region, Klein Karoo, Olifants River and Boberg (for use regarding of fortified
wines from Paarl, Franschhoek, Wellington and Tulbagh), which encompass 26 diverse dis-
tricts and some 69 smaller wards. Another four geographical units exist, namely KwaZulu-
Natal; Northern Cape (which includes the production areas Hartswater (ward), Douglas
(district), Central Orange River (ward), Rietrivier FS (ward) and Sutherland Karoo (district));
Eastern Cape, which includes the production area St Francis Bay (ward) and Limpopo
(Figures 1 and 2) (WOSAb), 2016). According to South African Wine Industry Information &
 TOURISM GEOGRAPHIES 683

Table 1. Important historical moments in development of the South African wine industry.
1659 Jan van Riebeeck – governor of the Dutch in the Cape – tasted his first glass of wine
produced locally.
1679 Simon van der Stel, a Dutch governor, planted the first wine grapes in the Constantia area
and later in the Stellenbosch region.
1680 With the arrival in the 1680s of French Huguenot refugees familiar with viticulture and the
making of wine and brandy, South Africa's wine future was set.
Early 19th century Wine represented almost 90% of all exports from the Cape Colony to Europe (Ponte &
Ewert, 2009; Vink, Williams, & Kirsten, 2004). However, the removal of UK preferential
tariffs in 1825 threw the industry into depression.
Mid-19th century Exports had almost collapsed because of a trade agreement between the UK and France in
1861 (Ponte & Ewert, 2009).
Late 19th century Spread of phylloxera destroyed most of the vineyard in the Cape (Chiffoleau et al., 2002).
Early 20th century Establishment of the Ko€operatieve Wijnbouwers Vereniging (KWV) – A powerful co-
operative with statutory powers to regulate and control the industry.
Throughout 20th century Production and consumption of wine have increased.
Late 1980s Exports fell to an all-time low because of economic sanctions against South Africa and the
KWV had a monopoly on all exports of wine
Early 1990s Sanctions were lifted and at that time, very few South African growers or cellars had any
experience of foreign markets.
Mid-1990s to early 2000s Renaissance of the industry took place following the opening of international markets, the
(relative) novelty of South African table wine and a weak ZAR. However, South Africa was
by then playing a game of catch up with countries like Australia and Chile, yet exports
grew rapidly.
2005–2006 By 2005 the ZAR had strengthened, there was a red wine ‘glut’ on the global market, but
the outlook had started to change. In 2006, the wine industry witnessed decreasing
exports, some bankruptcies and a general decrease in profitability and competitiveness.
2007–2008 Signs of recovery were detectable in 2007 and 2008 with a new weakening of the ZAR.
2009–2015 Slow world economy recovery after global downturn (2008–2010), competition in the UK
market very strong between wine from RSA and its rivals (Australia, New Zealand and
Chile).
2016 The effect of the new Economic Partnership Agreement between the EU and Southern
African Customs Union (Namibia, Lesotho, Swaziland, Botswana and South Africa) means
that RSA can, from 2016, export 110 million litres of duty-free wine to EU countries (up
from 48 million litres)
Mid-2016 June 2016: The UK decided to move out of the EU – Brexit – and South African wine exports
now face new challenges.

Figure 2. Extent of wine regions (WOSA 2016b).

684 S. L. A. FERREIRA AND C. A. HUNTER

Figure 3. Stakeholders in wine production and wine tourism in South Africa. Source: Artwork by
authors and data from WOSA (2016b).

Systems (SAWIS) some 300,000 people were employed both directly and indirectly in the
wine industry 2015 (including farm workers those involved in packaging, retailing and
wine tourism) (SAWIS, 2015).
The wine industry has contributed 36 billion ZAR to the gross domestic product (GDP)
of the regional economy of South Africa of which approximately 19 billion ZAR remains in
the Western Cape region and 167,494 employment opportunities have been created in
the Western Cape (SAWIS, 2015). The South African wine industry is one of a few national
industries that is mostly (excluding the Constantia area) concentrated outside metropoli-
tan areas, hence playing a vital role in regional development, employment generation,
corporate investment, business growth and tourism (Bruwer, 2003). Central to this is wine
as the core product and activities associated with it, such as wine tourism and wine-region
brand building. The South African wine industry is becoming increasingly dependent on
leisure and tourist visitors to sustain the growth of local and export sales regarding both
immediate turnovers by over-the-counter sales and long-term image creation (Demhart,
2003; WOSA, 2016a). Figure 3 is a pyramid of stakeholders in wine production and wine
tourism South Africa.

Spatial structure of wine destination development

In 1971, Simonsig, Delheim and Spier – the three pioneer wineries – opened their cellar
doors to the public for tasting and to purchasing of wine on the estates. Stellenbosch
Wine Route (SWR) was launched with 11 members in April 1973. Over the first 20 years
SWR membership increased to 50, and since the advent of democratic South African in
1994 membership has grown to more than 150 wineries in 2016 (Figures 4 and 5).
Since the pioneering days 45 years ago, the footprint of wine tourism has extended to
wine-producing regions in five provinces in South Africa. The structure of South Africa's
wine-destination space comprises three constructs – nodes, networks and wine-tourism
regions (or winescapes) (Figure 6). First, on nodal level South Africa had 566 wine cellars
(private and corporate producers) in 2015. The nodes are the places where wines are
 TOURISM GEOGRAPHIES 685

Figure 4. Evolution of Stellenbosch Wine Route members (1993–2016).

produced and presented for tasting (or sampling) – in different formats and comple-
mented by hospitality and catering features and services. Fortunately, 451(80%) of these
winery nodes are already members of wine routes. Second, regarding networks – South
Africa has 21 official wine routes along which multiple members offer a variety of wine-
related experiences, activities and attractions that stimulate entrepreneurial opportunities
by supplying ancillary products and services. Third, winescapes are evolving in six wine
grape producing regions where each region boasts more than one wine route accompa-
nied by a variety of tourism products, activities and services.

Research method
The research followed a mixed method approach. The primary research instrument com-
prised a national questionnaire survey on wine farm (or wine estate) level. A wine farm (or
wine estate) had to be a member of an official wine route to be included in the survey.
The questionnaire survey was distributed to 451 wine route members. The most knowl-
edgeable person (owner of the winery or the wine estate) had to complete an online
questionnaire. The questionnaire comprised five sections. In section one of the question-
naire, 13 questions were asked regarding general wine farm details. The questions focused
on personal details and general information about the farm and covered type of owner-
ship, number of employees, annual turnover, trading hours and membership of a wine
route. In the second section, two questions were asked about the tourism-related facilities
and superstructures available. Respondents were asked to indicate the facilities and super-
structures as well as the capacities of these facilities and superstructures. Participants were
also asked to indicate the most popular experiences on offer on the farm (wine tasting;
wine and food pairing; cellar tours; wine stomping). In the third section of the question-
naire, a further eight questions were asked to disclose information about visitors (the
number of day or overnight visitors, the ratio between local and international, average
spend per visitor, the farm's annual spending on marketing and the ways visitors hear
about the wine farm). In the fourth section participants were asked two questions
686 S. L. A. FERREIRA AND C. A. HUNTER

Figure 5. Stellenbosch wine route (including five sub-routes).

 TOURISM GEOGRAPHIES 687

Figure 6. Spatial constructs in wine destination development (Authors’ own production).

regarding the additional services offered on the wine farm, for example wine tasting and
sales by appointment, wine auctions, mail order and internet sales, a wine club, loyalty
programme, access for disabled visitors and if the farm could host tour busses. The fifth
section covered the environmental and social practices employed on the wine farm.
688 S. L. A. FERREIRA AND C. A. HUNTER

When the initial response rate on an online survey was too low (30%), face-to-face inter-
views were conducted on each wine farm to reach a response of 70% (319 completed
questionnaires). The survey generated both quantitative and qualitative data and informa-
tion, which was complemented by details and insights, obtained from semi-structured
interviews with important stakeholders in the wine tourism industry, annual reports of the
wine industry and scholarly articles on the South African wine and tourism industries.
Maps were created in ArcMap 10.0.
The following section reports on a supply side analysis of the wineries (tourism nodes),
tourism routes (networks) and wine tourism regions (winescapes) in South Africa.

Results
Weighted values were used to determine the degree to which each node (winery) devel-
oped as shown by a clustering of wine-related activities and experiences. Weights were
assigned to core wine-tourism-related products, experiences, superstructures and services
to a maximum of 100 points per node (Table 2). Opportunities for wine tasting, wine-
production experiences (cellar tours), pairing of food and wine, fine dining, sleepovers on
a wine farm, spa treatments (vino therapy) and taking part in outdoor activities (hiking,
mountain biking) scored 70 points (70%). Other tourism services and the capacities of
superstructures accounted for 30 points (30%) on this framework (Table 3). Respondents
for 319 wine-tourism nodes completed the questionnaire (Figure 7). According to the
data distilled from the questionnaires, the wineries were scored out of 100. The 20 best
performing wineries according to our weights are presented in Table 4. Delaire – one of
the most luxurious wineries on the Stellenbosch wine route – is ranked in the 13th posi-
tion and can be explained by the limited capacity of its superstructures, for example the
largest indoor function that Delaire can host is 80 people. Some of these winery nodes
have become resorts in their own right where they boast landmark wineries; luxury hotels
with spa facilities, more than one restaurant and excellent art collections that draws high-
end visitors to these enclaves.
At these resorts, tourists can have a ‘complete wine tourism experience’ without
their having to meander through many of the other wineries, wine routes or wine-
scapes of South Africa. This ‘resortification’ phenomenon is relatively new (over the last
ten years) and is mostly seen in the Stellenbosch-Franshoek-Paarl regions where you
find the more established and mature wine routes. Using the same weighted frame-
work as per winery node (Table 2), the procedure was extended to determine the state
of tourism development on 19 wine routes by summing the weights of all the nodes
(out of 100) on a route to derive a weighted total for each route. The six top-perform-
ing wine-tourism routes were Stellenbosch, Franschhoek, Constantia, Paarl, Robertson
and Durbanville (Table 5).
The results in Table 5 confirmed that SWR is the most developed wine route regarding
opportunities for wine tourism, related infrastructure and superstructures. One-third of all
the wineries in South Africa are located on SWR with 151 wine-tasting facilities. Fransch-
hoek's wine route – with its strong ‘French’ influence (wine style and architecture) – is
positioned in the second place when considered quantitatively. When Franschhoek devel-
opment score is weighted against SWR, it scores only 43, indicating that SWR is almost
 TOURISM GEOGRAPHIES 689

Table 2. Weights assigned to tourism features of winery (extended version).

Wine tourism products and experiences on offer Total points: 20
Wine tasting 5 (+ 5 if seated)
Cellar and vineyard tours 5
Wine pairings 5
Chocolate and wine

Cheese and wine etc.

Catering, outdoor activities and Tourist superstructure Total points: 50

Catering services: Restaurant & Eatery
Platters 1
Caf

e and coffee shop 1
Breakfast & Lunch menu 2
A la Carte Restaurant 3
Fine dining (Food and wine pairing) 5
Outdoor activities
Outdoor activities

MTB (Mountain biking) 2

Hiking 2
Horse riding 2
Children's playground 2
Tourist superstructure
Conference room 2
Private function venue 4
Art gallery 3
Museum 3
Historical building/special architecture 3
Accommodation types

Camping facilities 1
Self-catering chalets/cottages 2
Manor House 3
B&B 3
Hotel & Spa 6
Services Total points: 10
Cash 0.5
Credit card 0.5
Debit card 0.5
Bus tours/group bookings 0.5
Disabled access 0.5
Specific sales 0.5
Trained sales and tasting staff 0.5
Tasting by appointment 0.5
Wine auctions 0.5
Delivery facilities 0.5
Mail order sales 0.5
Internet sales 0.5
Sell wine internationally to companies 1
Sell wine internationally to private clients 1
Wine club 1
Loyalty programme 1
TOTAL: 80 points

Tourist superstructure
Facilities Capacity Total points: 20
Wine tasting 0–50 0.5
50–100 1
100–200 2
200+ 3
Seated tasting room 0–50 0.5
50–100 1
100–200 2
200+ 3
Wine pairings 0–50 0.5
Chocolate & Cheese pairings 50–100 1
(continued)
690 S. L. A. FERREIRA AND C. A. HUNTER

100–200 2
200+ 3
Conference room 0–50 0.5
50–100 1
100–200 2
200+ 3

Private function venue 0–100 0.5

100–500 1
500+ 2

Accommodation (any type) 0–20 0.5

20–50 1
50–100 2
100+ 3
Restaurant (any type) 0–50 0.5
50–100 1
100–200 2
200+ 3
TOTAL: 100 points

60% (57%) more developed in terms of its wine tourism product portfolio and supporting
superstructures. However, in terms of its qualitative features – not the primary focus of
this paper – the Franschhoek wine route boasts a strong rural ambiance that makes it a
very special destination. The prestige routes (Robertson, Paarl, Durbanville, Elgin and Con-
stantia) are all destinations in their own right, well developed and each known for its own
character and specific wine cultivars. Paarl and Constantia are historical in nature with
well-preserved Cape Dutch architecture homesteads and wine tasting facilities. The vine-
yards of the Durbanville and Elgin wine routes are younger and wine related superstruc-
tures modern and welcoming. The emerging and acknowledgement routes with a lot of

Figure 7. Participating wine farms (Authors’ own production).

 TOURISM GEOGRAPHIES 691

Table 3. Weights assigned to tourism features of winery.

Category Total weight/points
Wine tourism products and experiences (wine tasting, cellar tours, 32
wine pairings, restaurant and eateries)
Extra tourist activities (mountain biking, hiking, horse riding, children’s playground) 8
Tourist Superstructure (conference room, private function venue, art gallery, museum, 30
special architecture, accommodation, hotel and spa)
Ancillary services (cash and credit card facilities, disabled friendly, internet sales, 10
loyalty programmes, etc.
Capacity of tourist superstructure 20
Total 100

development potential are Swartland, Hermanus, Plet, Botrivier and Stanford. The
vineyards in these areas are younger and some of the wine tasting facilities and special
event superstructures are less than 10 years old. The quality of wines is excellent because
of the soil variety and exposure to the cooling ocean air. These routes are located in prox-
imity of other coastal holiday scapes and could be in the same position as SWR in 20 years’
time.
The final step combined three adjacent well-developed wine routes Stellenbosch-
Franschhoek-Paarl (including all their sub-routes) to form South Africa's premier wine-
scape. In the past visits to wine cellars of these routes (and winescapes) amounted to
somewhat one-dimensional experiences of a few sips of wine possibly supplemented by a
cheese platter and jungle gym to occupy the children. Nowadays, the winelands of Stel-
lenbosch-Franschhoek-Paarl nexus are dotted with five-star restaurants, superbly land-
scaped and beautiful gardens, luxurious health spas, resident art exhibitions and trendy
delicatessens. According to Butler (1980) and Dodd and Beverland (2001) models, the Stel-
lenbosch-Franschhoek-Paarl winescape can be positioned in the well-established or
mature life cycle phase of the destination lifecycle. The latter wine tourism destination's
resilience can only be maintained through constant innovation in its wine-tourism prod-
ucts and experiences.3

Table 4. The 20 top-performing winery nodes.

Rank Wine farms/estates Development score (/100)
1 Grande Provence 66
2 Allee Bleue 64
3 Groot Constantia 64
4 Lanzerac 63
5 Babylonstoren 62
6 Leipzig 59
7 Montpellier 59
8 Rickety Bridge 58
9 Dornier 58
10 Opstal Estate 58
11 Mooiplaas Wine Estate & Private Nature Reserve 57
12 Backsberg Estate Cellars 56
13 Delaire Graff Estate 55
14 Steenberg Vineyards 54
15 D'Aria 54
16 Diemersfontein 53
17 Neethlingshof 51
18 Stellenrust 51
19 Asara 50
20 Bloemendal 50
692 S. L. A. FERREIRA AND C. A. HUNTER

Table 5. Weighted scores of 19 wine routes.

Development Development score weighted against Life cycle phase according to Dodd
Wine route score Stellenbosch Wine Route & Beverland (2001)
1 Stellenbosch 1963 100 Maturity
2 Franschhoek 851 43 Maturity
3 Robertson 675 34 Prestige
4 Paarl 446 23 Prestige
5 Durbanville 366 19 Prestige
6 Elgin 328 17 Prestige
7 Constantia 271 14 Prestige
8 Namaqua West 263 13 Acknowledgement
Coast
9 Wellington 247 12 Acknowledgement
10 Breedekloof 223 11 Acknowledgement
11 Tulbagh 210 11 Acknowledgement
12 Worcester 209 11 Acknowledgement
13 Swartland 203 10 Acknowledgement
14 Hermanus 154 8 Acknowledgement
15 Plett 140 7 Acknowledgement
16 Botriver 139 7 Acknowledgement
17 Stanford 105 5 Emerging
18 Klein Karoo 85 4 Emerging
19 Darling 33 2 Emerging

This mostly quantitative approach has explained the tourism development in the wine-
lands of South Africa from a supply-side perspective including its wine tourism product
portfolio and in terms of its physical footprint (visible superstructure or hardware for
development). Qualitative information that was also captured through the same question-
naire survey will be presented in a subsequent paper.

Discussion and conclusion

Over more than 40 years wine tourism has developed in the ‘winelands’ of South Africa –
from only three pioneer open cellar doors (1971), to network formation (21 wine routes)
and today boasting well established wine tourism destinations. In the last decade, strong
evidence of hierarchical differentiation between the wineries of the more established
wine tourism regions has emerged. The development of wine tourism was also responsi-
ble for the transformation of the rural landscape especially in the regions that have the
most developed wine routes – with their state of the art wineries, star-graded hotels and
superb wedding event superstructures. These developments have the power to adversely
change the sense of place of the Cape winelands should development continues unim-
peded along these lines. The picture risqu
e and amenity-rich Stellenbosch and Fransch-
hoek winelands are also threatened by the development of gated residential
developments (wine and golf estates) – as in the case of Napa Valley, these regions need
special protection (especially the cultural and natural resource bases). There is a need for
higher-level protection in the form of an ‘agricultural reserve’ or the declaration of a
‘national heritage site.4
The evolutionary and spatial development process has confirmed some of the
dimensions of Miossec's model (1977) on resort development at a regional level.
Today the Stellenbosch wine route has five sub-routes that jointly boast more than
150 winery members. Some of the winery nodes are small and traditional and can be
seen as ‘authentic jewels’ while others have developed to all-inclusive luxury ‘wine
 TOURISM GEOGRAPHIES 693

tourism resorts’ (hierarchical differentiation). From our analysis and weighted frame-
work we were able to determine in a relative sense which of the nodes were more
developed for receiving visitors for a variety of wine tourism related activities and
experiences as well as the capacity of the infrastructure and superstructures at winery
(wine node) level.
According to the existing scholarship, the key success factors in wine-tourism regions
are threefold, namely the quality and number of wineries (critical mass); a region's physio-
graphical appeal; and how cultural-tourism products augment the product (Carlson, 2004;
Getz & Brown, 2006). The South African wine tourism regions with its wine routes boast all
three of these components. In South Africa, the Stellenbosch winelands or wine route
endures in the minds of local and international wine tourists. SWR is the trendsetter
among South African wine routes and more than half of its member wineries have incor-
porated food-related products into their wine-tourism product. The range of activities pre-
sented at SWR's wine tourism nodes, the rewarding experiences created and its renowned
wines provide the critical mass to vie for local and international wine tourists. SWR has
expanded its product offerings to attract well-heeled tourists to elegant hotels and lodges
as well as top-class restaurants that draw on the winescapes ambiance and the magnifi-
cent scenery. The Stellenbosch Wine Region has received the most wine awards per wine
category of any other wine region in South Africa (Stellenbosch Wine Routes, 2016). This
substantiates the importance of a mutual relationship between the quality of wine and
the success of wine-tourism development. SWR receives more than 800,000 visitors annu-
ally (Stellenbosch Wine Routes, 2016), has a well-established and functioning tourism
bureau and is complemented by an excellent lodging sector. The challenge facing the
SWR – that is in its mature life cycle phase – is the ongoing innovation of its product port-
folio to maintain the status quo and to rejuvenate the life cycle of its tourism destination.
Although innovations in the regional product portfolio are essential, it is also vitally impor-
tant not to overdevelop or over-commercialise the route to the extent that the authentic-
ity of the small-jewel wineries is lost in the shadow of the large landmark wineries. The
impact of the wine tourism resorts on the smaller wineries has yet to be determined in
the context of the resilience of the whole region. The latter ‘wine cathedrals’ or resorts
draw on high-end visitors and show enclave characteristics where the majority of local vis-
itors are deterred by the very high prices of the tourism products and experiences on offer
at these places.
The successful development of wine tourism in South Africa over the last 40 years owns
primarily to efforts of strong privately owned wine estates that have been organised into
wine routes. If wine tourism is to make a positive and sustainable contribution to regional
development and rural restructuring it is time that the local, provincial and national gov-
ernments support this industry.
Finally, the realisation of a collaborative and strategic approach to augment South Afri-
ca's special wine tourism product portfolio has taken a step closer following the recent
Business of Wine and Food Tourism Conference held at Spier in November 2016. At this
conference, the National Tourism Department expressed their support for a national wine
tourism strategy. The Tourism Minister Derek Hanekom said: ‘We support the develop-
ment of a wine tourism strategy that will see the industry unite behind a common vision,
brand and aligned plan to take wine tourism forward. We look forward to working with
694 S. L. A. FERREIRA AND C. A. HUNTER

the industry to help realise the enormous potential wine tourism has in contributing to
our country's overall tourism growth’ (Traveller24, 2016, p. 1).
We suggest government support in the form of:

 The protection of the cultural and natural resource bases of the Cape Winelands
(wine grape growing regions, rural life styles, Cape Dutch Architecture), by establish-
ing an ‘agricultural reserve’5 or ‘national heritage site’.
 Research funding, to enable post-graduate students to further their studies in the
interdisciplinary field of wine tourism development, management and promotion.

Notes
1. Wine Industry Strategic exercise (WISE).
2. The Wine of Origin Scheme explains the origin of the wine according to geographical unit.
South Africa currently has five regions of origin: Western Cape, Northern Cape, Eastern Cape,
Limpopo and KwaZulu-Natal. It also recognises wines from a defined vineyard.
3. Note that a tourism route can be seen as a destination on its own (Hall & Brown, 2006)
4. Since 2008, the Cape winelands is on the tentative waiting list of UNESCO, to be declared a
world heritage site.
5. The most successful wine routes are rural in character but their location in close proximity of a
metropolitan area threatens their long-term survival because of the ongoing encroachment of
formal and informal urban development into the wine grape producing regions.

Acknowledgements
The authors are grateful for the support of VINPRO and Destinate in motivating wine farmers to com-
plete the national questionnaire survey.

Disclosure statement
No potential conflict of interest was reported by the authors.

Notes on contributors
Sanette Ferreira is a professor in the Department of Geography and Environmental Studies at the
University of Stellenbosch in South Africa. Her main research interests are tourism and the role in
regional development, the impact of crime on the destination images of South Africa, sustainable
wine tourism development in South Africa and the management of large numbers of tourists in
national parks.

Caitlin Hunter is a Master's student in the Department of Geography and Environmental Studies at
the University of Stellenbosch in South Africa working on a dissertation on wine tourism develop-
ment in South Africa.

ORCID
Sanette L. A. Ferreira http://orcid.org/0000-0002-6789-4243
 TOURISM GEOGRAPHIES 695

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