Michael Ratcliffe, chairperson of the Stellenbosch Wine Routes board, is leading the charge in the evolution of wine tourism in the Western Cape. With the upcoming eighth annual Wine Tourism Conference on the horizon, Ratcliffe’s positive outlook on the industry’s future is contagious.
In a recent statement, Ratcliffe expressed his optimism, stating, “The wine industry is in a state of improvement. It is building credibility and a premium positioning. I’d say 50% of producers are making money and the top 10% have never had it so good.”
Ratcliffe highlighted the need for the wine tourism sector to catch up with the industry’s growth, emphasizing the importance of strategic enhancements and collaboration. With the US identified as the fastest-growing source market, Ratcliffe sees immense potential in leveraging international connections and opportunities.
The upcoming conference, themed “The Business Case for Wine Tourism,” aims to bring together industry experts to explore strategies for profitable growth. Ratcliffe will be among the key speakers providing insights into aligning wine tourism with industry trends.
Ratcliffe’s vision for the future of wine tourism includes a focus on premiumization and collaboration among regions. He believes that by working together and embracing digital advancements, the industry can achieve greater success.
With a lineup of international and local speakers, including US wine tourism expert Paul Wagner and Australian wine business leader Peter McAtamney, the conference promises to be a valuable platform for industry professionals to exchange ideas and drive innovation.
Sponsored by Wesgro, Delta Air Lines, Stellenbosch Wine Route, and South Africa Wine, the Wine Tourism Conference is set to be a pivotal event in shaping the future of wine tourism in the Western Cape.