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Then
• Planned cultural experiences
• Checking sights off a list
• Visit museums and monuments
• Typical tourist fare
• Going by guidebooks
• 80% of travellers cited culture as top motivator in 2009
• Dropped to 69% in 2013
Now• Local immersion• Finding new sites off the beaten
path• Visit local artists and artisans• Resident’s favourite hidden gems• Listening to friends and fellow
travellers • 85% are driven by the need to
know and explore and experiment
• (Conde Nast Reader survey 2013, Savour Australia 2013 )
• “Once upon a time, food was about where you came from. Now, for many of us, it is about where we want to go—about who we want to be, how we choose to live. “
• John Lanchester, New Yorker October 2014
“We try and centre a large portion of the guests experience around all that is specifically South African. Art, food, Cape Town and especially wines.” FNB Manager, Ellerman House
I am part of a team launching www.tastetrip.co.zaAn easily searchable, very visual, very now wine tourism websiteWe’ve visited heaps of wineries in the past year