THE Craft Beer Association of South Africa (CBASA) and Beer Route recently launched a new training program designed to equip local tour guides with the knowledge and skills necessary to lead travellers on explorations of local breweries and artisanal beer tastings.
The unique Certified Craft Beer Guide Training Course marks a significant step forward in establishing beer tourism and showcasing South Africa’s rich beer heritage. It aims to create employment opportunities not only in the beer sector but also in tourism and hospitality.
South Africa boasts over 200 craft breweries that offer world-class products and uniquely local experiences. Craft beer is an economic driver in many communities across the country. Currently, craft beer tourism is underutilised as an economic resource and job creator. This new training program aims to change that.
“Craft beer tourism presents an opportunity for tour guides to diversify their offerings and attract a new segment of travellers. Beer tourism isn’t solely about beer tours; a brewery can also be included as a stop on an existing route, providing an authentic experience of South African culture,” said Wendy Pienaar, chairperson of CBASA.
“In Belgium, beer tourism attracts over 1.6 million visitors each year, significantly boosting local hospitality and retail sectors. That shows the potential. Brewing is intrinsically part of African culture and history. After all, beer has been brewed in Africa for thousands of years and remains the drink of choice in South Africa. Beer routes offer significant benefits to local economies.”
The new Certified Craft Beer Guide Training Course will equip local tour guides with the knowledge, skills, and accreditation necessary to conduct engaging and informative brewery tours.
Upon completion, participating tour guides will be able to showcase local craft brewers and educate tourists on the various styles and brewing techniques. The course will also provide participants with marketing strategies to promote and sell brewery tours.
Charlene Louw, CEO of the Beer Association of South Africa (BASA), welcomed the launch of the course: “From the Cederberg to the hills of KwaZulu-Natal, from the Highveld to Jeffrey’s Bay, almost every region in our country has great craft beer offerings. BASA salutes the efforts of CBASA’s training program as a driver of economic growth.”
Courses will be offered across various provinces in South Africa, with sessions already scheduled for Johannesburg, Durban, Cape Town, and Stellenbosch.
The program is open to all participants, from individuals aspiring to become tour guides to established guides and tourism organisations.
The training course was launched as part of CBASA’s Beer Bootcamp, a day-long symposium on the craft beer industry in South Africa. Local and international speakers provided insights into the business, science, and culture of craft beer.
“By promoting its unique beer culture and diverse range of craft breweries, South Africa can attract international tourists, create jobs, and stimulate local businesses. Additionally, integrating beer tourism with South Africa’s rich cultural and natural attractions could enhance the overall tourist experience, increase visitor spending, and foster sustainable tourism growth,” said Pienaar.
For more information, visit www.beerbootcamp.co.za.
