Wine Tourism: a prestigious and fast growing niche market.

Wine tourism is a somewhat ethereal concept. Everybody knows it's out there but no one quite knows how to catch hold of the market. To make it even less tangible, there are no reliable statistics on how much revenue it brings to the economy - although figures around R6.75 billion have been bandied about for the last year alone.

"The answer is simple," says Monika Elias, publisher of the Wine Tourism News tabloid and the Wine Tourism Handbook (now in its fifth edition). "Wine estates need to get more people through their doors and increase their revenue streams. The obvious way to do this is to target the existing tourist market - the people who are already visiting the country or region - and ensure the wine estates are part of their holiday experience. It's the ideal marriage of wine and tourism."

This year's Wine Tourism Handbook does just that. Beneath an enticing cover specifically designed to include all aspects of wine tourism, it provides a platform for wineries to showcase their unique brand while at the same time offering tourists a compendium of all the exciting things there are to see, experience and taste in the Winelands.

Living up to its moniker of the Ultimate Guide to the Cape Winelands, it's endorsed by Cape Town Routes Unlimited (CTRU) and in line with the 'Beyond 90 Minutes campaign aimed at enticing 2010 visitors to enjoy more than just the beautiful game in the Western Cape.

As well as complete listings and contact details for all the wine farms of each region, top foodies have been roped in to give advice on where to find the best eating experiences in the different regions. There are reviews of all the main events, festivals and places to stay, and there are also some great ideas on a range of activities to suit everyone, including children's pursuits and even some extreme outdoor sports.

For the wine lover, there is useful information on the different styles and varieties of wine, as well as articles on the history of the South African wine industry and advice on where to buy South African wines overseas. And, of course, the Wine Tourism Handbook wouldn't be complete without the Easy Wine Guide section, the complete Winelands wine list that makes it easier for visitors to decide what to take home from their journey. With respected wine writer Fiona McDonald at the helm and contributions from a panel of wine writers, the Easy Wine Guide contains 20 pages of reviews of the reviewers' favourite wines of each region, listed in three price categories.

To help visitors find their way around there are clear, user-friendly maps pointing out all the wine farms and places of interest to be found along each wine route. Stellenbosch, for example, has a map for each of its five sub-routes. Each map comes with an easy reference guide giving grid indicators, contact details for every farm and tasting-room hours.

To enhance the wine farms' exposure even further, many have also opted for a new advertorial advertising format in which they tell their story as well as showcase their attractions and top-three wines, providing interesting content to the reader as well as a far more informed choice of what's on offer.

The 2010 Wine Tourism Handbook will be distributed by the CTRU at trade shows and other events. It will also be stocked at leading booksellers, online at www.kalahari.net, and at wine farms.

For more information, please feel free to contact us at 021 423 3316. monika@theworldsfavourite.co.za

Content

• Complete listings and contact details of the wine farms throughout the Cape wine regions
• Independent restaurant and accommodation reviews for each region
• Extensive coverage of local events and festivals
• Clear, user-friendly maps

Features

• Offers exposure to a proven niche market
• Indispensable to both local and international visitors to the Cape Winelands
• Endorsed by Cape Town Routes Unlimited and used as their wine-tourism marketing material at international tourism shows

Distribution

• All major publishing retail outlets such as Exclusive Books and Wordsworth
• Wine estates, delis, wine shops and airports
• Societi Bistro and other leading restaurants
• Online at www.kalahari.net
• International book stores
• South African embassies worldwide

Details

• Print run: up to 15 000
• Frequency: annual
• Suggested retail price: R110

Please contact our offices for more information:
Email: monika@theworldsfavourite.co.za Tel: 021 423 3316