South Africa Agritourism Market Overview, 2029

Agritourism in South Africa has grown to be a key component of the country's tourism business, combining agricultural activities with travel experiences to provide visitors with unique options. Agriculture and tourism are now two of South Africa's most important economic sectors, alongside mining, transportation, manufacturing, and energy production. Agritourism firms must follow tourism rules established by the South African Tourism Board, which include licensing requirements, quality assurance standards, and adherence to marketing and operating guidelines. Compliance with land use and zoning laws is critical, especially for agricultural enterprises and farm-based accommodations. This assures that Agritourism projects do not harm agricultural productivity or local communities. Agritourism boosts local economies by providing additional money for farmers, creating jobs, and encouraging the expansion of allied industries including food and beverage, lodging, and transportation. The market is known for its versatility, with options ranging from luxury vineyard tours to rustic farm stays and engaging agricultural programs. The travel restrictions and lockdown measures resulted in a dramatic drop in tourist numbers, which impacted revenue and operations for many Agritourism enterprises. The pandemic has also hastened the development of digital marketing and booking technologies, allowing firms to reach clients via virtual experiences and online platforms. Despite these hurdles, the Agritourism industry has proven resilient and adaptable. There has been a growing emphasis on local tourism, with South Africans exploring domestic travel possibilities and supporting local businesses.

According to the research report "South Africa Agritourism Market Overview, 2029," published by Bonafide Research, the South Africa Agritourism market is anticipated to grow at more than 9.83% CAGR from 2024 to 2029. Agritourism has a major market value, with continued investments and expanded services helping to boost its economic impact. According to industry figures, Agritourism adds billions of rands to the South African economy each year, fuelled by a variety of activities such as farm stays, wine tours, and agricultural workshops. The sector's expansion is fuelled by rising consumer interest in sustainable and experience travel, as well as government programs promoting rural tourism and economic diversity. South African Agritourism has become increasingly focused on food and wine tourism. Visitors want for farm-to-table experiences, vineyard excursions, and cooking workshops that emphasise local ingredients and traditional culinary traditions. The emphasis on authentic and high-quality food experiences continues to fuel interest in Agritourism. The COVID-19 epidemic has switched the attention to local and domestic travel. South Africans are looking for Agritourism opportunities closer to home, supporting local farms and rural businesses as they seek safe and accessible vacation options. Spier Wine Farm, located in Stellenbosch, is a popular Agritourism destination noted for its wine tours, farm-to-table cuisine, and environmentally conscious activities. The farm is a sector leader, offering a variety of activities such as wine tastings, picnics, and educational tours. Ceres Tourism promotes Agritourism in the Ceres Valley, which is recognised for its fruit orchards and picturesque surroundings. As a top producer of Rooibos tea, Rooibos Ltd offers Agritourism experiences that revolve around tea production. Thompsons Holidays and South African Tourism are significant distributors, providing crafted Agritourism packages that include farm stays, guided excursions, and culinary experiences. These distributors use their enormous networks and marketing channels to reach a large audience and increase visits to Agritourism sites.

South Africa's Agritourism sector is divided into categories that cater to varied interests and demands, ranging from on-farm sales and outdoor recreation to educational tourism and housing. On-farm sales are a major element of South African Agritourism. This section involves the direct selling of farm products such as fresh vegetables, artisanal goods, wines, and cheeses. There is a high demand for locally sourced, fresh goods and handmade items. Visitors prefer buying products directly from farms, which provides a unique and real shopping experience. On-farm sales are increasing as farm-to-table dining experiences and local food movements gain popularity. Leaders in this area include Spier Wine Farm and Rooibos Ltd, who provide high-quality goods and engage with customers directly through farm shops and markets. Hiking, bird-watching, and farm tours are all examples of popular outdoor recreation activities. Ceres Tourism, noted for its fruit orchards and outdoor activities, and Farm Sanctuary SA, which offers wildlife and nature trips, are both popular in this area. Entertainment-focused Agritourism experiences are on the decline. While entertainment events like farm festivals and rural fairs remain popular, they are less fundamental to the Agritourism experience than other areas. While lodging remains an important area, it has grown at a slower rate than other segments.

In South Africa's Agritourism market, travel agents and direct sales are two critical avenues for advertising and providing Agritourism experiences. Travel agencies serve as mediators, assisting customers in planning and booking Agritourism activities. They frequently provide designed packages that include farm stays, vineyard excursions, and other Agritourism experiences. Direct sales refer to Agritourism firms selling their products and experiences directly to customers, typically through their websites, actual farm shops, or direct bookings. Direct Sales is currently the most popular section in South Africa's Agritourism market. Businesses that circumvent intermediaries can keep a higher amount of their revenue, which is especially essential for smaller operators and start-ups. Direct sales channels allow firms to interact more closely with their clients, giving more personalised service and increasing loyalty. Spier Wine Farm, a pioneer in direct sales, sells wine, farm products, and experiences directly to consumers via its website and on-site shop. Their strong web marketing and direct client contact have helped to solidify their market position.





Group travel frequently involves pre-planned itineraries and group activities, such as farm excursions, vineyard tastings, and educational programs. Group travel benefits from economies of scale, which can result in cost savings and lower pricing per person. While group travel remains popular, traditional tour groups have experienced a downturn in recent years. The individual travel category is growing, with a focus on high-value, personalised experiences. Travellers are eager to pay a premium for unique, authentic, and personalised Agritourism experiences. This trend stems from a desire for unique and memorable experiences rather than standardised group tours. Boutique and luxury Agritourism experiences are being offered by emerging individual travel businesses. Companies such as Spier Wine Farm and Madar Farms are driving this trend by offering unique farm stays, personalised tours, and gastronomic experiences. Individual travellers can purchase a variety of Agritourism experiences directly through online sites like SafariNow and Booking.com.

Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Agritourism market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity
• On-farm Sales
• Accommodations
• Entertainment
• Educational Tourism
• Outdoor Recreation
• Others

By Sales Channel
• Travel Agents
• Direct Sales

By Tour
• Group
• Individual Travel

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The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Agritourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.

Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Agritourism market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity
• On-farm Sales
• Accommodations
• Entertainment
• Educational Tourism
• Outdoor Recreation
• Others

By Sales Channel
• Travel Agents
• Direct Sales

By Tour
• Group
• Individual Travel

?
The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Agritourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.