Wine industry braces for 2010
2008-08-21
ONE of South Africa’s oldest and most popular wine estates, Boschendal, is bracing itself for the onslaught of tourists travelling to South Africa for the FIFA 2010 World Cup which kicks off on 11 June 2010. Two television crews from the BBC and Mexico recently visited Boschendal for documentary programmes being made on South Africa’s 2010 preparation, and both teams highlighted the degree to which the Cape Winelands will be in the spotlight over the period to and during the World Cup. According to Elisa Alanis, a journalist from Mexico’s Canal 34 Television Mexiquense who visited Boschendal on assignment in preparation for 2010, the South African wine industry could benefit tremendously from the World Cup. “Not only in terms of the hundreds of thousands of tourists visiting the tournament for the one month of the tournament, but the international media coverage will give the South African wine industry exposure it has never had,” said Alanis. “Most of the world does not even know wine is made in South Africa. Once they realise this during the broadcasts on 2010 and see the magnificent scenery and historical buildings, you will have an advantage on other wine countries. “Trust me, with the international wine industry being as competitive as it is, other countries are envying you for hosting the World Cup. It is a once-in-a-lifetime experience for marketing your country.” Boschendal, situated outside Franschhoek, already attracts 180 000 visitors a year, and according to marketing manager Ina Basson, this figure can double over the next two years. “The eyes of the world may currently be looking east at the Beijing Olympics, but once the Olympic torch is doused, all eyes will be on South Africa’s preparations for the World Cup,” says Basson. “Media and commercial enquiries regarding the World Cup have suddenly escalated and it is clear that the Cape Winelands will be a major attraction for the international visitors to South Africa in 2010.”
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