South Africa’s wine tourism sector is attracting growing attention, driven by global demand for luxury, authentic, and sustainable travel experiences.
Source: Supplied
Prof Dr Dr Peter Löw, owner of the historic Vergenoegd Löw estate in Stellenbosch, says farm-based hospitality that combines heritage, gastronomy, wellness, and eco-conscious practices can draw both domestic and international visitors year-round.
Since acquiring the 160 ha property in 2015, the German entrepreneur and philanthropist has transformed it into a thriving agro-ecological estate. Vergenoegd Löw now features restored 18th century Cape Dutch buildings, replanted vineyards, mixed crops, livestock, indigenous gardens, rehabilitated wetlands, an award-winning winery, boutique lodgings, farm-to-table dining, walking trails, and a wellness spa.
Highlighting global wine tourism trends, he said: "We know from recent research undertaken by Geisenheim University in Germany together with UN Tourism and the Organisation of Vine and Wine (OIV), amongst others, that wine tourism has become a key economic contributor to the wine sector, accounting today for around 25% of total wine revenue globally.”
Citing the Global Wine Tourism Report 2025, he added that nearly two-thirds of wine tourism providers described their operations as "profitable" or "very profitable".
"Wine tourism providers are increasingly moving beyond static wine tastings. They are building revenue via deeper storytelling, themed tastings, guided vineyard walks and tailored farm tours, and they are giving visitors the opportunity to experience the seasonal produce from the health-giving soil beneath their feet."
Cape opportunities for luxury and sustainable farm stays
Löw also pointed to South Africa’s growing international appeal: "Tourists to South Africa come for a variety of reasons, including the natural beauty and biodiversity, the scenic appeal and wide-open spaces. They are also tapping into the wealth of immersive experiences available to them, from local culture, creativity and heritage options to culinary and wine experiences, wellness and outdoor activities."
Source: Robin Fredericks | Prof Dr Dr Peter Löw, Owner, Vergenoegd Löw
He said luxury tourism is expanding globally, with projections reaching US$2,36tn to US$4,5tn annually within the next decade, driven by younger affluent travellers, women with higher disposable incomes, and multi-generational families.
"They are looking for less congested, less commercialised spots that offer authenticity, variety, but also privacy, personalisation and the discovery of the new. New narratives, new gastronomy, new wine offerings, new adventures, rooted in place, mindfulness, sustainability, nature and all its seasons as more travellers prioritise eco and social values."
On the Cape specifically, he said: "From our own experience, we are finding that the new drivers of luxury farm-based hospitality growth are the pursuit of calm, restful, regenerative stays on working farms that offer excellence in local wine and culinary culture, and where there is clear evidence of land and cultural stewardship. Travellers seek a deeper cultural connection and wellness rather than ostentation. Every nuanced change in season offers the opportunity for new activities and experiences."
He urged property owners to protect and sustain heritage assets: "Don’t let the legacy vanish. Keep it alive for those who come after us. And it is incumbent on us all not to over-exploit the Cape’s natural treasures. By building wine tourism regeneratively and by protecting and highlighting the rich culinary traditions with mindfulness and responsibility, we can grow the sector, along with job and upskilling opportunities."
Prof Dr Dr Löw also heads the European Heritage Project, a portfolio of luxury hospitality properties in Germany, Austria, Italy, and Malta, alongside Vergenoegd Löw, founded in 1696.
