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More Than Just Wine: The Evolution of Wine Tourism in South Africa

Abstract
Flanked by two oceans, surrounded by magnificent mountains, and enjoying an agreeable Mediterranean climate, South Africa is recognized as being the oldest “new world” wine producing country. This beautiful and increasingly popular tourist destination has seen many wine farms expanding their offerings from wine tasting and sales to the inclusion of a wide range of additional tourist products and activities, many of then non-wine related. This paper updates and discusses the current trends in wine tourism in South Africa. It examines the increasing sophistication of the country’s wine tourism product as it evolves into a broad-based, authentic agritourism offering, with many wine estates becoming tourist destinations in their own right.
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