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Stellenbosch on trend at ITB Berlin

6 Mar 2015

Representatives of Stellenbosch are currently in Germany for the world's largest tourism trade show, ITB Berlin.

Kleine Zalze Vineyards.Image courtesy of Kleine Zalze

They have their work cut out for them, engaging with trade and media at the event to share the depth of the Stellenbosch region's unparalleled offerings of wine tourism and more.

The first day of the trade show presented an opportunity to take in the trends forecast by IPK International in the annual ITB World Travel Trends Report.

Take-aways

Key take outs from the report aligned with the destination marketing objectives of Stellenbosch - working in the digital space, promoting Stellenbosch's diverse experiences and the region's proximity to a top city brand like Cape Town and other natural attractions.

The number of travellers increased in 2014 despite crises around the world. Forecast data shows that 2015 should be another positive year in travel with a 4% global increase in international trips.

Whilst sun and beach holidays remain the most popular, city trips are the fastest-growing market segment with a 72% increase over the past five years. This sector now boasts 21% market share. Stellenbosch's proximity to Cape Town, the coast and other regions makes it the perfect base for lifestyle travellers, foodies and those in search of sun and beach.

Digital marketing and using online influencers like bloggers to share our stories will remain at the heart of Stellenbosch's destination marketing efforts. Online bookings continued to increase in 2014, particularly with the use of smartphones, and social media is a key driver in travel decision-making. Up to 92% of social media users have been influenced by travel blogs and rating sites like TripAdvisor in 2014 with up to 72% willing to change their destination choice based on the opinions of friends and followers online.

Millennials continue to drive growth in travel and are intensive users of technology and social media. In general consumers are leading more "digital lives".

Going forward, technology will continue to impact the travel industry dramatically and thus travel companies must respond quickly with more innovative products and services.

It is all about the experience... and Stellenbosch's wine tourism offering is certainly on trend when it comes to giving travellers a unique experience.
Skift recently released a Food Tourism report in association with the Ontario Culinary Tourism Alliance (OCTA). The rise in global food and wine tourism is great news for South Africa's food and wine capital, with many people now deliberately planning their trips around food or incorporating a few unique local food experiences in their itineraries.

All about storytelling

Food and wine tourism is a great platform to share a destination's story and storytelling sits at the heart of destination marketing, fuelled by social media. The dynamic Stellenbosch Experience campaign launched in 2014, in partnership between Stellenbosch Wine Routes and Stellenbosch 360, integrates user-generated content and works with the wine and tourism industry to share the Stellenbosch story with the world.

Trade shows like ITB in Berlin are used as platforms to target trade and media interested in wine, food and lifestyle travel. It is all about standing out and the objective is to find unique ways to connect with the global travel trade and media and give them a taste of Stellenbosch, and the reasons why they should visit Stellenbosch.

Presenting "not just another ITB cocktail party" during the four-day convention, trade and media were hosted at the trendy new Hotel Zoo in Berlin. The best of Berlin food was perfectly paired with wines from Stellenbosch whilst guests could chat to those in the know about Stellenbosch and its unparalleled wine tourism offering.

Simonsig's celebrated Kaapse Vonkel Brut MCC was served at the event - the first Méthode Cup Classique to be produced in South Africa, first bottled in 1971 and still a favourite amongst bubbly fans.

Kleine Zalze wines - the Vineyard Selection Shiraz 2012 and Chenin Blanc 2014, as well as the Family Reserve Sauvignon Blanc 2012 - were also served at the function, paired with the scrumptious canapés to come out of Hotel Zoo's kitchen.

Kleine Zalze estate offers panoramic views of the surrounding vineyards, mountains and the De Zalze golf course, a perfect example of the exceptional wine tourism experiences on offer. They are one of the most consistent performers in the South African wine industry and have been bestowed numerous awards and trophies over the past few years. In addition to their award winning wines, Kleine Zalze is home to the luxurious four-star Cape Dutch-style Kleine Zalze Lodge, the perfect setting for any occasion, from getaways to dream weddings and business conferences with an element of leisure. Their restaurant, Terroir, has been ranked as a Top Ten South African restaurant in the Eat Out awards since 2004.