South Africa eyes US$800B gastronomy tourism market

SOUTH AFRICA – South Africa is positioning itself to capture a share of the lucrative US$800 billion global gastronomy tourism market, but industry leaders agree that significant steps must be taken to solidify the country’s identity as a food destination.

The inaugural SA Chef Conference and Expo, held in Cape Town, brought together chefs, policymakers, and tourism experts to discuss South Africa’s culinary future.

Over two days, participants tackled challenges such as sustainability, regulation, and the promotion of authentic South African cuisine.

Tourism Minister Patricia de Lille, addressing the conference via video, expressed optimism while acknowledging the work ahead.

“South Africa is on its way to being a leader in this field, but we need to do more. Our diversity of food and flavors must be celebrated and included in a strategy that reflects the essence of our country,” she said.

Despite South Africa’s growing reputation, exemplified by Cape Town being named the “World’s Best Food City” in 2024 by Condé Nast Traveller, questions remain about what defines the nation’s cuisine.

“There isn’t a clear channel showcasing brilliant people presenting really delicious food,” said Kerry Kilpin, Executive Chef at Steenberg. Similarly, Chef Chris Erasmus of the newly opened Terrarium Restaurant noted, “Foodies are often confused because they don’t know where to go.”

The chefs emphasized celebrating regional diversity and local ingredients. “We eat very differently across the country, but this isn’t reflected in how we market ourselves,” added Chef Gregory Henderson.

Chef Pete Goffe-Wood pointed out that many other culinary regions gain their identity by focusing on local produce. “Every recognized food region cooks with what grows locally, yet we treat this as an afterthought.”

While international tourists offer opportunities, local visitors remain the backbone of South Africa’s food industry. In 2021, domestic day and overnight travelers spent over R5.5 billion on food and beverages.

Lee-Anne Singer, chairperson of the Federated Hospitality Association of South Africa in the Western Cape, cautioned against ignoring this crucial market.

City officials also acknowledged the need for policy reform to boost culinary tourism. JP Smith, Cape Town’s mayoral committee member for safety and events, highlighted the need for streamlined regulations.

“We’re looking at ways to make food events easier to host, including developing a food truck policy,” he said.

South Africa aims to join global leaders like Spain, Italy, and France in food tourism. These nations draw millions of visitors annually by showcasing their culinary traditions.

David Frost, CEO of the Southern Africa Tourism Services Association, believes South Africa can replicate this success. “The Overberg can be our Tuscany. We have the resources to compete if we work strategically.”

The global gastronomy tourism market, valued at US$961.50 billion in 2023, is projected to grow at a compound annual growth rate (CAGR) of 17.3% over the next decade.

Tourists typically spend a third of their travel budget on food, underscoring the economic potential for countries that develop strong culinary offerings.

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