The chairperson of the Stellenbosch Wine Routes board, Michael Ratcliffe, is extremely upbeat about the Western Cape\u2019s wine tourism prospects.<\/p>\n\n\n\n
\u201cThe wine industry is in a state of improvement. It is building credibility and a premium positioning. I\u2019d say 50% of producers are making money and the top 10% have never had it so good. The reality is the world needs more wine brands, not more wine. So we\u2019re on the right track as far as that is concerned. Now, the wine tourism sector needs to catch up. Currently, we\u2019re like a dog chasing a car. Once the dog\u2019s caught up to the car, something needs to happen!\u201d.<\/p>\n\n\n\n
Ratcliffe is one of the speakers at this year\u2019s annual day-long Wine & Food Tourism Conference scheduled for 30 May at Lanzerac in Stellenbosch. International and local speakers will be presenting on how to enhance the sector\u2019s profitability. <\/p>\n\n\n\n
Calling on the local wine tourism industry to mine existing opportunities skilfully with greater finesse and inventiveness, Ratcliffe said: \u201cThe US is our fastest-growing source market, with multiple airlines offering direct flight connections from the US to Cape Town daily. The new Cape Winelands Airport will just add to the game, but only in 2027 at the earliest. Not to mention the opportunity the continued arrival of international cruise liners brings. Just recently we had two major luxury liners \u2013 the Queen Mary 2 and Queen Victoria \u2013 docking at Cape Town Harbour simultaneously, creating an immense influx, putting strain on many city and Winelands establishments. This is a massive opportunity, but needs to be managed.\u201d<\/p>\n\n\n\n
To maximise the impact of \u201cthe feet that are already right here\u201d Ratcliffe said there must be greater collaboration and premiumisation. \u201cI truly believe if we band together, we can achieve more. Collective marketing can be powerful, and efficient. Sure, go ahead and highlight the unique aspects of your region and various offerings. But do so as a proud representative of \u2018brand South Africa\u2019. <\/p>\n\n\n\n
\u201cWine tourism needs to be deliberate, intentional and strategic. And that includes embracing digital by having a clean and up-to-date database, as well as online booking and shopping facilities.\u201d <\/p>\n\n\n\n
About Stellenbosch Wine Routes he said: \u201cWe\u2019ve looked at the facts, and we know we can\u2019t cater to mass tourists so, mirroring the industry, we\u2019ve chosen to premiumise. <\/p>\n\n\n\n
\u201cOur Vision 2030 strategy embraces value over volume. Imagine other regions like Elgin, Worcester and Hermanus doing the same in a collaborative effort.\u201d <\/p>\n\n\n\n
Ratcliffe also emphasised opportunities that exist beyond the Cape\u2019s high season. \u201cOur winter brings an influx of well-heeled US safari tourists, not to mention Middle Eastern travellers from Dubai and Abu Dhabi desperate to avoid the heat. Why not host them in the Winelands before or after their safaris? We really have nothing to complain about. The opportunity is presented on a silver platter. We just need to be able to provide a world-class and well-thought-out product and leave an indelible mark.\u201d <\/p>\n\n\n\n
Ratcliffe, who believes in on-the-job training and mentoring, advises others to follow suit, upskilling staff themselves and providing personnel with appropriate training and context. \u201cShare your strategy and imperatives with them. Communicate and incentivise them. And bring in \u2018secret shoppers\u2019 to ensure high standards are maintained.\u201d <\/p>\n\n\n\n
\n .<\/span> The chairperson of the Stellenbosch Wine Routes board, Michael Ratcliffe, is extremely upbeat about the Western Cape\u2019s wine tourism 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\n The eighth annual Wine Tourism Conference, which takes place on 30 May at Lanzerac in Stellenbosch, will feature an impressive line-up of international and local speakers who will give \u201cThe Business Case for Wine Tourism\u201d, the theme for this year\u2019s event. <\/i><\/p>\n","protected":false},"excerpt":{"rendered":"