Brewing up Rooibos Tea Tourism: From Cultivation to Cup in South Africa

South Africa’s indigenous rooibos tea is not just a beverage; it is a cultural treasure that holds immense tourism potential, according to Prof Martinette Kruger from the North-West University. Collaborating with Curtin University in Australia, Kruger is conducting research to explore the supply and demand sides of the rooibos tourism sector.

Rooibos tea, native to South Africa and thriving in the Cederberg Range, was awarded the prestigious Protected Designation of Origin status by the European Union in 2021, making it the first African product to receive such recognition. This designation not only secures the South African origin of rooibos but also celebrates the country’s rich agricultural heritage.

The establishment of the Rooibos Route in 2017 and the 2019 Access and Benefit-sharing agreement have laid the foundation for the expansion of rooibos tea tourism. With over 70,000 visitors annually, the Cederberg region offers vast potential for sustainable development through tea tourism, benefiting the region’s 57,000 residents who rely on tourism for more than half of their net income.

Rooibos tea’s global popularity, unique flavor, health benefits, and caffeine-free properties make it a valuable asset for South Africa’s tourism industry. By showcasing the entire journey of rooibos tea, from leaf to cup, and leveraging Geographical Indication and Designation of Origin branding, the tourism sector can create multifaceted experiences that celebrate the cultural and economic importance of rooibos tea to the nation.

With the increasing global interest in health and wellness, rooibos tea is poised to become a cornerstone of South Africa’s wellness tourism, offering unique and culturally rich experiences that resonate with both locals and visitors. As Prof Kruger aptly puts it, “With that, it is teatime.”