THE BIZ the positive benefits culinary tourism can have on local communities.”
According to Hill,“ It increases the consumer base, so provides more opportunity for businesses to be sustainable, and potentially decreases the amount of time with business levels drop in the year.”
Jardine echoes the importance of SMEs.“ The growth of this sector has a significant and positive impact on SMEs within hospitality. This demand drives business growth, creates innovation and fosters a respect for local cultural specialities that helps preserve the histories of local communities.” He adds that collaboration is core to their success.“ Often in this sector SMEs gain competitive edge and advantage over the mainstream by collaborating with local suppliers, farmers and operators which stimulates inclusive economic development.”
Culinary tourism often begins on the plate, but its impact stretches back to the farm. Hill explains,“ By creating a more varied and increased demand through visiting different food establishments, and with the extra revenue generated over time, those businesses grow and develop and that should follow through to the source.”
Local producers benefit as chefs and travellers show increasing curiosity about provenance and sustainable sourcing. Visitors can explore citrus orchards in Limpopo, vineyards in the Cape, and small-scale organic farms across the country, often plucking produce straight from the soil while speaking with farmers about traditional growing methods.
“ Culinary tourism puts a focus on traditional recipes, heritage or heirloom crops and artisanal techniques that may otherwise be lost in the mainstream,” says Jardine. He notes that this process strengthens community identity.“ It empowers local communities through employment, small business development and creating a sense of pride in place. Culinary tourism also drives innovation in developing better, more sustainable products.”
Hill believes there is much South Africa can learn from overseas.“ Take, for example, Asia and Latin America. We can learn from them how to celebrate diversity within their countries and cultures, be authentic and support local where possible.”
Jardine adds further insight, pointing to leading destinations.“ The obvious on-trend country the leading culinary tourism charge is Peru. Italy and Japan are also leading countries in culinary tourism.” He emphasises a shared philosophy.“ All of these countries emphasise the provenance of cuisine and produce, culturally support local farmers, artisans and food producers, and celebrate this by telling the story to the globe and to visitors in the menus and through their cuisine.”
Crucially, he highlights the role of policy and pride.“ Governmental support and global branding spread the word far and wide. We like to shout about our local cuisine and successes achieved in culinary tourism, but it also needs to be lived by locals, not just for the tourists. Celebrating local is the start of global.”
A thriving food tourism scene can also bring challenges. Hill warns,“ Especially in areas where there is a huge income disparity( like what we see in Cape Town), if pricing goes past a certain point, as it would tend to do, it then creates an environment where those who live there cannot enjoy all the new spaces this might bring.”
Jardine adds,“ Over-commercialisation of food-based tourism is the erosion of authenticity and cultural integrity that make local cuisines unique.” He warns that rapid growth can attract businesses that lack local roots.“ This growth in service providers does not necessarily share the passion integrity and knowledge of local artisans, which removes authenticity, and just becomes a staged performance.” Inflated prices and pressure on small producers can follow.“ The popularity of experiences can inflate prices for locals, becoming exclusive and putting strain on local small producers that may lead to unsustainable farming to meet mass-market demand.”
Hill offers a thoughtful perspective:“ Technology opens the possibility for people to see things and places they might not have known of before.”
Today, social platforms spotlight local gems and draw global attention to neighbourhood eateries. Travellers build entire itineraries from food bloggers’ recommendations or AIgenerated lists of must-try dishes. Virtual reality cooking classes allow people to experience South African cuisine from home, while interactive maps guide visitors through food markets, craft producers and local farms.
Yet Hill notes the tension between convenience and authenticity:“ I suppose the danger with the items mentioned is that they are potentially contradictory to what people are seeking, authenticity, as they might provide an alternative to actually going there.”
Still, he sees potential for good:“ Hopefully it can be used positively to provide experiences for those who cannot afford to travel and have these‘ authentic’ experiences, but who are curious about the world. On balance, I think this is most people. Hopefully there is a way to do good with it.”
2026 / TRADE & TASTE 139