OnTap Magazine

South Africa's beer tourism is slowly but surely attracting seri- ous global attention. The opportunity to position South Africa as an international beer tourism destination should be seized. Tourism has bounced back from the post-Covid slump. International tourist arrivals in South Africa from January to December 2023 totalled 8.5 million. This is a remarkable 49% increase compared with arrivals in 2022. It has been estimated that tourism and travel contribute 8.6% to the South African economy and provides just over 9% of the jobs in our country. Research further shows that for every 30 new tourists to a destination one new job is created. South Africa has a vibrant beer industry with approximately 200 craft breweries, many of whom have been internationally recognised as brewing extraordinary beer. You will also find the best beer in Africa - Soul Barrel's recently recognised Ale of Origin - in Simondium, in the middle of the Western Cape Winelands. This is quite appropriate, highlighting how wine tourism and beer tourism can support each other and work together to establish South Africa as a taste destination. What many international visitors to South Africa find enriching, is the African traditions and heritage that are intimately associated with beer. The image of, for instance, round Zulu beer vessels filled with aromatic sorghum beer, is a powerful one. It resonates with heritage. Beer also has all the elements required for a powerful tourist experience: it is one way of getting to know African culture and historical practices; it is a drink of sharing and togetherness; it is a taste experience that pairs wonderfully with South African cuisine; it takes visitors into our landscape with craft breweries in landscapes such as the Cederberg, the coast of KwaZulu-Natal, the urban hotspots of Gauteng, the hills of the Eastern Cape, the list goes on. The Minister of Tourism, Patricia de Lille, has also highlighted the potential of beer tourism in a previously edition of On Tap: "Responsible beer tourism can also help create jobs and boost the local economy. It can promote sustainability and cultural preservation. Locally sourced ingredients and sustainable practices can contribute to the preservation of ecosystems and cultural heritage." These are the types of initiatives that can strengthen beer tourism in the longer term. Online information, such as BASA's BrewRoutes website, is essential as well. Countries like Germany, America and Britain offer a vast range of beer tourism options to their visitors - craft beer trails, food pairing maps, detailed guided tours, and outing-based activities such as beer river cruises. While some of these activities are offered locally in some form, expanding the options has massive potential. An important event to look out for is the National Beer Trophy taking place this November in Cape Town. This prestigious event is dedicated to showcasing and drawing attention to the world of craft beer and small breweries. One notable strategy implemented by the event organizers was the inclusion of sommeliers on the judging panel, alongside beer specialist. This decision was made to ensure that only the highest quality beers are recognized and to encourage their presence in fine dining establishments and top restaurants. Consequently, many of the most renowned restaurants now rely on the results of the National Beer Trophy to curate their beer selections. This is why we make it a priority to extend invitations to key buyers and top chefs to participate in this esteemed competition. Regularly Cape Town and Johannesburg make it onto the top 10 lists of beer destinations in international publications. But for our local breweries to truly take advantage of the increased interest in beer tourism and invest in offerings for visitors, they need regulatory and legislative support from government. A stable excise tax regime and some exemption on onerous and expensive administrative regulations will go a long way to help boost their businesses. Assisting small breweries also aligns with the government's stated goal of supporting entrepreneurship and developing Small, Medium and Micro Enterprises (SMMEs). SOUTHAFRICA IS BECOMINGAN INTERNATIONAL BEER DESTINATION 8 | Spring 2024 | ontapmag.co.za