Media and commercial enquiries fielded by wine farms in the Western Cape have started to rise sharply ahead of the 2010 Soccer World Cup.

One such wine farm is Boschendal, one of South Africa’s oldest and most popular wine estates, which will be bracing itself for hosting some of the estimated one million international tourists that will be travelling to South Africa for the FIFA 2010 World Cup, which kicks off on 11 June 2010.

Two television crews from the BBC and Mexico recently visited Boschendal for documentary programmes being made on South Africa’s 2010 preparation, and both teams highlighted the degree to which the Cape winelands will be in the spotlight over the period to and during the 2010 World Cup.

Elisa Alanis, a journalist from Mexico’s Canal 34 Television Mexiquense who recently visited Boschendal on assignment in preparation for 2010, commented that the South African wine industry could benefit tremendously from the World Cup.

“Not only in terms of the hundreds of thousands of tourists visiting the tournament for the one month of the tournament, but the international media coverage will give the South African wine industry exposure it has never had,” said Alanis.

“Most of the world does not even know wine is made in South Africa. Once they realise this during the broadcasts on 2010 and see the magnificent scenery and historical buildings, you will have an advantage over other wine countries."

"Trust me, with the international wine industry being as competitive as it is, other countries are envying you for hosting the World Cup. It is a once-in-a-lifetime experience for marketing your country.”

Situated just outside the quaint town of Franschhoek, Boschendal already receives 180,000 visitors a year. According to Boschendal’s marketing manager, Ina Basson, this figure could double over the next two years, and the potential impact of the 2010 World Cup on the Cape Winelands is already beginning to filter through.

“Cape Town is one of the major tournament venues. With the winelands being little more than 50 kilometres from the stadium, I can safely say that the local wine tourism industry will witness the kind of interest it has never experienced before,” she says.

“Boschendal’s status as an international wine tourism destination with a long and colourful history, magnificent scenery and quality wines is beyond doubt. However, our professionalism in terms of service and hospitality as well as our infrastructure will be tested to the limit.”

Wineries in the Cape co-operate to ensure that expectations are realised and a broader strategy is in place to ensure that the wine tourism industry is set to make a sterling impression on international visitors.

“The 2010 Franschhoek-Stellenbosch Marketing Campaign, which was recently launched at Boschendal, is a welcome start to this co-operation.”

Discover the wine regions around of Cape Town such as Franschhoek, Stellenbosch, Paarl & Constantia.

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