Erik Wolf
Erik Wolf is recognized as the founder of the modern food tourism industry and the World Food Travel Association. He is a highly-sought speaker, thought leader, strategist and consultant, in the US and abroad, on food and drink tourism issues, and is considered the go-to resource on food and beverage tourism for a wide variety of media outlets that include CNN, the BBC, the Wall Street Journal, Newsweek, NBC, Forbes, Click by Booking.com, PeterGreenberg.com, Huffington Post, the Australian Broadcasting Corporation and many more. He advises leading global brands such as World Travel Market, Absolut, American Express, Disney, Marriott and Royal Caribbean, and organizations such as UNESCO and UNWTO. His articles, research and books have been translated into dozens of languages.
South Africa's Culinary Tourism at a Crossroads: Learning from the Past, Imagining New Futures
At a moment when the world faces urgent crossroads like economic uncertainty, climate change, social upheaval, so too does South Africa stand at a pivotal intersection in its journey with gastronomy tourism. In this powerful address, industry founder Erik Wolf explores how South Africa, one of the world’s most biodiverse countries, holds untapped potential for authentic, still-to-be-discovered gastronomy tourism experiences.
Yet, while "gastronomy tourism" is enthusiastically discussed and promoted, the true essence and transformative potential of gastronomy tourism often remain misunderstood. Without a deep, contextual understanding of not only of what food tourism is, but what it could be, then efforts risk falling into cliché, missing opportunities to create meaningful impact for communities, travelers, and the environment.
Drawing on a wealth of experience as the founder of the gastronomy tourism industry, as well as having lived in South Africa, Erik will candidly reflect on the country's past achievements and missed opportunities, offering a vision for a new, more thoughtful future. This vision aligns closely with the conference’s theme — Learning from the Past, Imagining New Futures — calling on stakeholders to build a gastronomy tourism strategy that is inclusive, resilient, deeply rooted in local biodiversity and culture, and boldly different from mass tourism models seen elsewhere.
Participants will benefit from a richer understanding of:
- The real definition and scope of gastronomy tourism.
- Why South Africa's culinary culture is an undervalued national asset.
- The critical choices stakeholders must make now to avoid promoting a shallow or unsustainable version of food tourism.
- How to craft tourism experiences that honor heritage, empower communities, and entice a new generation of curious travelers seeking authenticity.
South Africa's future in gastronomy tourism lies not in following trends blindly but in forging its own thoughtful, courageous path. Which road will you choose?