Tourism of taste: Foodie experiences on the rise in South Africa
Wine and food tourism operators have indicated growth of more than 60% in this sector of tourism, surpassing that of previous years.
Local offerings in food tourism
The growth has been attributed to an improvement in authentic, curated experiences for travellers who are part of this niche, seeking cultural experiences through food.
Barba Gaoganediwe, the Gauteng Tourism Authority’s Head of Destination Promotions and Marketing says food is at the heart of the South African tourism offering. “Memories are stronger when linked to food. It delivers an intense experience that is remembered long after tourists return home.”
Lana Carls, Niche Tourism Co-ordinator of Wesgro, says each source market has its own preference when it comes to foodie experiences. “These experiences are packaged according to market insights. The key is for the experience to have an authenticity and local ‘flavour’. One of the reasons the Cape Malay cooking courses are so popular is because of the cultural attachment to the experience.” ‘Dining with a local’ experiences in areas like Kayamandi and Khayelitsha are examples of this.
Visitors to the country value traditional foods
Braai: The South African version of a barbecue is a classic introduction to the nation who generally love meat and will find any reason to cook this way, bonding as the fire sizzles the marinade
Kota: This is a gatsby-meets-bunny chow, popular in Soweto. A hollowed out quarter loaf of bread is filled with topping like chips, cheese, polony and atchar
Bunny chow: These you’ll find in Durban. A loaf of bread is hollowed out and becomes a makeshift bowl, topped with a curry of your choice, in terms of both the meat and the level of spice
Mogudu: A stew of beef or lamb tripe, often served with pap.
Bobotie: This is a dish with Indonesian roots, found it’s way to the country through the Cape Muslim community. It is sweetened mince baked with a savoury egg custard, often served with yellow rice
Gatsby: These you’ll find in Cape Town, with its origins in being in Athlone. It comprises of a loaf of bread which is filled with slap chips and a variety of toppings, often shared among the table as a takeaway meal
Rooibos: An important beverage inclusion, as this red tea is made from fynbos which is native to the land
These cultural foods are important elements of the foodie experience. “This is what transforms it into a cultural experience, with the opportunity to share stories and recipes,” says Gaoganediwe.
Angela Lacovazzo, Head of Global Sales and Product Development of Touchdown DMC notes that a food-based experience has to be tailored to the individual or group. Over and above that, it needs to include an element of the unexpected.
Those who offer such experiences are advised to stay informed when it comes to new offerings, trends and products. “It also helps to ensure the experience highlights the quality of our locally grown produce and creativity of our chefs,” says Lacovazzo.
Showcasing local produce has become imperative, says Sharon Hunnink, Sales and Marketing Manager of Indaba Hotel. “Food offers the opportunity to not just delight the traveller but also show the diversity of South Africa and to educate tourists, she says. “There is also a focus on sustainability and awareness around wastage.”
Good foodie experiences are multi-sensory, says Lisa Goosen, CEO of Tintswalo Lodges.
“This can be anything from waves crashing at one’s feet to breath-taking scenery overlooking the Atlantic Ocean, to being immersed in the experience of the nocturnal sounds and smells of the bush, with game passing by. It is about seeing, hearing, smelling, feeling and tasting.”
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