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As the National Tourism Sector Strategy works towards positioning South Africa as one of the world's top 20 travel destinations by 2020, key stakeholders in wine and tourism are uniting to present the country's first specialist wine tourism exhibition, Vindaba.

With the backing of national and provincial government, Vindaba will be showcasing the best in South African wine-related tourism when it is held in Cape Town in September next year, targeting the local and international travel trade, as well as wine, travel and lifestyle media. Wine tourism has been identified as one of the fastest-growing and most lucrative sectors of the global tourism market by the Minister of Tourism, Marthinus van Schalkwyk.

Vindaba, which marks a new spirit of collaboration amongst tourism bodies, is intended as a launching pad to position South Africa on the world map of wine tourism. Forming part of a long-term strategy to boost wine tourism, the initiative represents a partnership between Wines of South Africa (WOSA) and SA Tourism, as well as the Wine Routes, Cape Town Tourism, Cape Town Routes Unlimited and the Department of Finance, Tourism and Economic Development of the Western Cape.

SA Tourism’s global manager for events, Sugen Pillay, says wine tourism is an important part of South Africa’s leisure offering to travellers and that the wine industry should be supported by the tourism industry. “South Africa offers a diverse and exciting range of tourism experiences. The Winelands bring a further degree of competitiveness to our industry. At the same time, local and international tourism can help to augment the revenue streams of the wine sector.”

The organisers plan to turn Vindaba into a world-class event that will assume the status of a leading wine exhibition amongst the international wine and travel fraternities. It will also offer specialist seminars, focus on gastro-tourism and provide tailor-made wine tours for the international and domestic travel business fraternity.

Although conceived as a stand-alone event, it will be staged simultaneously with Cape Wine 2012 at the Cape Town Convention Centre. Cape Wine, hosted biennially by WOSA, exhibits a wide spectrum of South Africa’s wines and wine styles to the international wine trade, from buyers to importers and sommeliers in important export markets. It also attracts wine, travel and lifestyle media.

Cape Wine is considered the most successful international wine trade show in the Southern Hemisphere, and has been held every alternate year since 2000 with the exception of last year, given South Africa’s hosting of the 2010 FIFA World Cup. Next year’s Cape Wine will be the first in four years and will thus provide an important opportunity for the industry to update its markets on new developments. It is expected that some 320 wineries will exhibit.

“There is a natural synergy between Cape Wine and Vindaba,” says WOSA CEO Su Birch, who has been one of the prime drivers to establish a coherent strategy to promote wine tourism that involves decision makers from the wider tourism sector. “As far as we know, this is the first initiative of its kind anywhere in the wine-producing world in which the wine and tourism sectors are jointly presenting a wine and wine tourism event.

“Not only will the two exhibitions feature many of the same producers but there are other common links. South Africa has been steadily building a domestic and global awareness for the range and excellence of its wines and is now considered a significant wine-producing country. With provenance playing such a strategic role in wine marketing, it makes sense to advance wine-related tourism, so wine lovers are actively encouraged to visit the source of the products they enjoy.”

Birch believes wine tourism, which began in 1971 with the launching of the first wine route in Stellenbosch, also has the potential to create more jobs. The wine industry in its entirety currently provides employment for 275 000 people.

In another world first, both events will be staged as eco-friendly exhibitions, making use exclusively of recycled and recyclable materials. South Africa is already recognised as a world leader in eco-sustainable wine production. Now it plans to establish a similar reputation for wine tourism by marketing Vindaba as a “green” initiative.

Van Schalkwyk has identified South Africa’s wine tourism as central to marketing the country as an attractive long-haul destination. Speaking at a tourism stakeholder workshop in April, he said: “Wine tourism is a vital product offering in South Africa’s tourism product as it helps improve the country’s competitiveness against destinations like Brazil, Australia, Kenya and Thailand.”

Although Australia has a highly developed wine tourism industry, many of its wine regions are located far apart, unlike South Africa where production is concentrated mostly in the Western Cape.

Van Schalkwyk said travel and tourism’s contribution to global GDP was expected to grow this year, despite the fragile world economy, and was projected to reach $5 990bn, while providing 258 million jobs.

The South African wine industry has an estimated annual turnover of R22bn, with exports contributing R7bn and wine tourism, a further R5bn.

Van Schalkwyk highlighted that with emerging countries becoming more popular travel destinations than their developed counterparts, South Africa was well placed to promote its tourism offerings. At the same time, the country could capitalise on the world’s steadily growing emergent middle class.

In Africa alone, the middle class has grown to around 300 million people, according to the African Development Bank.

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Numerous opportunities still exist for sponsors to interact with Vindaba. Please contact Susannah Holz at or on 073 273 0029 to discuss your requirements.


Three seminars will be held to encourage debate and best practice amongst industry, why not capture an influential audience and host a seminar?

From product placement to hosting, opportunities still exist to leverage this key event alongside our venue/wine sponsors.


Visitor packs & Exhibition guide
Many opportunities still exist for companies to advertise in the exhibitor’s guide, as well as to make product or sample placements in visitor goodie bags.

Coffee Shop
Vindaba will host the refreshment area for both Cape Wine and Vindaba shows. This area remains available for complementary branding or activations.
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Parts of the Vindaba programme remain to be confirmed. Please sign up for our blog to stay up to date with all our news or follow us on Twitter.

Monday September 24th
1pm   Vindaba Welcome Lunch
    Vindaba will hold its welcoming lunch event the day before Vindaba opens, at a prestigious wine estate still to be confirmed. Please sign up for the blog to be updated regularly on all further event news. One ticket per exhibitor and two tickets per corporate floor space exhibitor will be issued to this event.
Tuesday September 25th
8am   Registration opens
10am   Trade show opens (Vindaba and Cape Wine)
5pm   Trade Show closes for the day
Wednesday September 26th
10am   Trade Show opens (Cape Wine and Vindaba)
5pm   Trade Show closes for the day
Thursday September 27th
10am   Trade Show opens to the public, and access to Cape Wine is closed.
    Being open to the public is a unique opportunity to profile your product/service. We have designed an impactful voucher give-away system into the marketing of Vindaba to the public. All Vindaba exhibitors will be asked to make discount vouchers for their services or products available on a limited basis. Conditions and technical aspects of issuing vouchers will be detailed to exhibitors directly.
10:30am   Wine Routes Activations
    All wine routes will be represented at Vindaba. Wine route managers have an open opportunity to activate their wine routes at the show on this day to better leverage the public’s attention and participation. Please contact Vindaba if you would like to activate your wine route on the Public Open day.
4pm   Trade Show closes

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Susannah Holz
Project Manager
+27 73 273 0029
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Exhibitors List

Durbanville Wine Route
Kristall Kellerei
Robertson Wine Valley
Elgin Wine Valley
Hermanus Wine Route/Cape Whale Coast
Elgin Valley Tourism
Painted Wolf Wines
Paarl Tourism
Wines of South Africa
Paarl Wine Route
Cascade Manor
Wellington Tourism
Glen Carlou
Wellington Wine Route
Swartland Wine & Matzikama
Grande Roche
Westcoast Tourism
Simonsvlei International
Klein Karoo Wine Route
Gourmet Travels
Wine Guides
Franschhoek Wine
Mhudi Guesthouse
Solms Delta
Plasir De Merle
Winelands District
Burgundy exchange programme
Kingsriver Estate
Ubizo Events & Tours
Cape Town Tourism
Great Wine Capitals

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Vindaba 25th– 27th September 2012 at the Cape Town International Convention Centre.

With over 50 international hosted buyers and media, a range of networking events and seminars, free flow access to Cape Wine (South Africa’s premier wine trade show), wonderful reusable stands that become the property of exhibitors at the end of the show, a unique public open day and jam packed itinerary-based tours for buyers after the event - Vindaba is set to become South African wine tourism’s premier international show.

Up to 150 of South Africa’s best wine tourism offerings will be on show at Vindaba. Covering all well-known as well as lesser known wine routes the show covers “beyond the bottle” offerings from the Orange River to the Klein Karoo and beyond. From accommodation to adventure and gourmet to relaxation, not to mention some of the world’s most beautiful wine tasting settings, Vindaba showcases all the very best of South Africa’s world-class wine tourism offering.

Vindaba is a three-day trade showcase with a focus on trade promotion and exposure. The show will be hallmarked by the opportunity for exhibitors to meet directly with buyers in a business-like atmosphere. Free flow access to Cape Wine also allows exposure to prominent international wine buyers.
A range of seminars and networking events will also allow exhibitors the chance to socialise with VIP guests.

Vindaba will also arrange and organise itinerary based 2/3 day tours of Vindaba exhibitors’ products and venues for buyers to experience for themselves.

The last day of Vindaba is “International Tourism Day” and we will celebrate by opening to the public for a nominal entrance fee.

Vindaba 2012 kicks off with a Welcome Lunch Event on Monday 24th, and the show opens from Tuesday 25th to Thursday 27th of September 2012 in Cape Town. The first two days (25/9, 26/9) will be limited to accredited trade, travel media and guests, with the final day (27/9), International Tourism Day, open to the public.

Vindaba 2012 will be held at the Cape Town International Convention Centre. A unique spatial concept has been designed to enhance the visitors’ experience. Exhibitors geographically related to one or other wine route will be clustered together in rough “villages” of stands, enabling the dynamic diversity of the South African wine travel offering to be better understood and enjoyed.

There are three ways to become a part of Vindaba.

  1. Buy a stand: Click here to fill in a stand interest form.
  2. Become a visitor: Click here to register as a visitor.
  3. Make contact: Give the Vindaba Project Manager, Susannah Holz, a call on +27 73 273 0029 or email her at

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Travel trade must please register here by clicking below.  The details you submit will be vetted and should they be approved you will thereafter receive accreditation to attend both Vindaba and Cape Wine – free of charge for the first two trade days: 25, 26th September.
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