There’s no disputing the lure of Cape Town, the Kruger National Park and the Garden Route for tourists, but there are hidden gems buried away in the deepest corners of rural SA – on working farms.
That’s no joke. It’s called agritourism and it’s growing massively around the world, including in SA.
The Cape winelands have perfected it over the decades, offering visitors wine tastings and tours through the hills and valleys around Stellenbosch. Research by South Africa Wine shows that micro cellars now derive 36% of their turnover from tourism – often the difference between survival and real profit.
What if this template could be applied to the citrus farms of Limpopo, the grain farms of the Free State, and the Karoo farms of the Northern Cape?
It’s already happening in many parts of the country …
Agbiz chief economist Wandile Sihlobo recently visited Kakamas in the Northern Cape, a thin green belt on the edge of the Karoo where more than 80% of SA’s late-season grapes are grown.
What he found was a budding agritourism market, where families can interact with farmers during the grape harvest and get up close to local communities. It’s a remarkable part of the country, where the Orange River turns the desert into a landscape of abundance.
Most tourists skip right past this area for Augrabies Falls or Namibia, but they’re missing out on something truly special – an opportunity to pause for a few days on a remote farm in a charming corner of the country, experience harvest tours in December, visit farm stalls selling raisins and Karoo lamb, and explore restored irrigation canals turned into walking trails.
Agritourism, such as that emerging in Kakamas, is quietly rewriting the future of rural South Africa.
Long seen only as producers of fruit, wine and wool, farmers are now becoming hosts, educators and entrepreneurs.
Agritourism – the fusion of working agriculture and tourism – lets visitors pick berries in Mpumalanga, milk cows in the Free State, taste new-season cabernet in Stellenbosch, or track rhino while enjoying freshly squeezed orange juice on a citrus estate in Limpopo.
SA’s agritourism market earned $180.6 million (R3.1 billion) in 2024 and is forecast to reach $295.5 million (R5 billion) by 2030, growing at 8.6% a year – the fastest rate in the Middle East and Africa region.
Source: Nedbank
Authentic escapes
Tourists are increasingly craving authentic escapes after years of lockdowns and load shedding. Electricity tariffs have outpaced inflation for nearly two decades, pushing households to seek off-grid weekends.
And farmers, squeezed by rising input costs, are seeking new income streams that do not depend on commodity prices alone.
Desry Lesele, Nedbank Commercial Banking’s senior manager for agriculture, has observed the shift first-hand. Farmers are no longer just feeding the nation – they’re inviting the nation to the table.
“Agritourism is more than a business opportunity; it’s a bridge between urban and farm experiences,” he says.
“It fosters appreciation for the agricultural sector, educates the public about food production and food security, and creates jobs. For farmers, it’s a chance to tell their story, diversify, build brand loyalty, and create lasting memories for visitors.”
It also builds pride in food production and gives urban South Africans a deeper appreciation of where their meals come from.
Desry Lesele, senior manager of Nedbank’s agriculture client value proposition. Image: Supplied
The Western Cape still dominates with its polished wine routes, but the growth is now in deep rural areas usually overlooked by tourists. Limpopo’s game and citrus farms, KwaZulu-Natal’s macadamia glamping sites, and the Eastern Cape’s emerging mohair- and merino-based experiences are all drawing bookings.
Banks are listening.
Nedbank reports an uptick in clients involved in agritourism who need funding for guest cottages, tasting rooms, solar systems to keep the lights on for visitors, and digital marketing to reach urban audiences.
Lesele emphasises that securing funding is essential for growing agritourism to develop facilities, train specialised staff, adopt the latest technology, and implement strategic marketing initiatives.
He confirms that the bank is seeing an increase in agritourism clients across all provinces.
“Our support at Nedbank goes beyond traditional banking. We view agritourism as an untapped opportunity for farmers and are committed to walking the diversification journey alongside our clients”
The timing could hardly be better. A La Niña summer promises above-average rain, summer grain plantings are up, tractor sales remain strong, and fuel prices have eased.
Wine producers expect an excellent 2026 harvest. Farmers finally have breathing room – and growing numbers are choosing to invest that margin in guest accommodation rather than bigger silos. They’ve realised that, if properly managed, agritourism can generate additional farm revenue.
Reconnecting with the soil
But there’s more at stake than just extra revenue.
From school groups that learn how avocados grow, to urban families that pick strawberries, everyone leaves with a stronger connection to the land.
Rural crafts find new markets, farmworkers become tour guides, and small towns that once emptied after sunset now switch on fairy lights for evening braais under the stars.
Sihlobo says local municipalities must get involved to fix roads and provide a hospitable environment for visitors. No one will come if the roads are cratered and signs torn down. It’s an opportunity for local communities to interact with far-flung visitors and develop a local crafts market.
That, in turn, builds local pride and creates a new economy.
“At Nedbank, we believe in the power of agriculture to shape communities and economies,” says Lesele.
“We are proud to support farmers who are redefining what it means to cultivate the land. As we head into the festive season, let’s celebrate the richness of our agricultural landscapes and the experiences they offer to all South Africans.”
Brought to you by Nedbank Agriculture.
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