Despite rising tourist numbers, South Africa’s agritourism sector struggles with uneven growth. Experts weigh in on the need for community-driven development
While South Africa is celebrating welcoming over a million international tourists in the last few weeks, experts have emphasised the importance of local people benefiting from the numbers, as agritourism is centred around rural development.
According to the department of tourism, total international tourist arrivals between January and August 2026 stand at 7 581 455 representing an increase of 11.7% compared with the same period last year.
Jacqui Taylor, the founder of Agritourism Africa, said many international tourists are interested in visiting Africa because of its offerings.
“The critical and important element about agritourism is that it is community-driven, and Africa as a whole is community-based. And with this, it goes to show how communities are interconnected with agritourism.
“And yes, agritourism involves farming, farmers and farming communities, with a key focus on ensuring rural economy and social empowerment. What is important is for agritourism to remain what it is, which is for community development,” Taylor said.
Improving agritourism across SA key for growth
She noted that while numbers might look good, agritourism is not getting the awareness and honour it deserves.
“I started the non-profit organisation over ten years ago, and I have held several meetings with national and provincial departments. I cannot say anyone has done anything, to be honest, especially in raising awareness.”
Taylor indicated that the tough economic climate is concerning to local community-based companies that focus on agritourism.
“I am concerned, and I want to believe a number of people are concerned when we talk about the economy of the country and issues in the rural communities. This is also not a good time for farmers.
“Looking back, Covid-19 actually did agritourism good, as people wanted to look into nature. We are not doing bad at the moment; however, I think we need to look at the improvement that has been recorded. Where it has benefitted, for example, Western Cape yes, KwaZulu-Natal, Limpopo no. So we need to see the whole country benefitting,” she said.
Unlocking economic value and rural development
Noko Masipa, a member of the provincial legislature on agriculture, economic development and tourism in the Western Cape, reflected on the rising figures of tourists visiting South Africa, mainly the Western Cape and Cape Town.
“When government and industry work and listen together, we build a resilient ecosystem that turns agricultural potential into real economic growth. Government’s role must be to enable, not delay. Beyond tourism, these figures reveal a significant victory for the Western Cape’s agricultural sector,” he said.
Commenting on the contribution of wine and agritourism to South Africa’s tourism sector, the Western Cape minister of agriculture, economic development and tourism, Dr Ivan Meyer, said these industries are among the country’s most powerful tourism assets, showcasing the very best of the landscapes, hospitality, heritage, and agricultural excellence.
“By investing in wine and agritourism, we are not only growing tourism but also building more resilient rural economies and creating sustainable livelihoods for generations to come,” he said.
Minister of tourism Patricia de Lille said the August figures demonstrate a strong demand for South Africa and reinforce the importance of translating growing arrivals into greater economic value.
“Welcoming more than one million international tourists in August demonstrates the demand that exists for South Africa. Our focus must now be on converting that demand into investment, jobs and economic opportunities.
“We must give visitors more places to go, more experiences to enjoy and more reasons to stay longer, while ensuring that the benefits of tourism reach more communities across our country,” De Lille said.
