Unlocking South Africa’s Culinary Tourism Potential with Feasts for the Future

TThe SA Chef Conference & Expo 2025, held on 11–12 August at The Capital Empire in Sandton, Johannesburg, brought together over 220 chefs, tourism leaders, culinary entrepreneurs and gastronomy thinkers. Hosted by SA Chef Media and Paragon Africa, and headlined by Unilever Food Solutions, the event didn’t just showcase South Africa’s culinary potential – it charted a roadmap for how gastronomy can power tourism growth.

SA Tourism emphasised that South Africa’s food culture is rich, layered with opportunity, and already carving out a place on the global culinary map. The organisation highlighted the Department of Tourism’s National Gastronomy Tourism Framework, launched in 2023, noting that tourism cannot thrive without our chefs, food, and national dishes.

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Food as cultural currency

During the panel on Food as Cultural Diplomacy, delegates explored how gastronomy builds bridges beyond borders. South Africa’s culinary scene – from township street food and indigenous recipes to coastal fisheries and fine-dining kitchens – tells the nation’s story, plated.

For visitors, pap and chakalaka, a spicy kota, or freshly grilled snoek isn’t just sustenance – it’s a taste of history and identity. This perspective was reinforced by the Gastronomy Tourism Awards, where Les Créatifs was recognised for its contribution to cultural dining.

Travellers increasingly seek connection over consumption, and South Africa’s diverse food routes deliver encounters with heritage, creativity and community.

Authenticity as a global differentiator

Celebrity chef Wandile Mabaso reminded delegates: authenticity travels. “We need to put our flavours at the same table as the world’s best, just not as copies but as originals.”

From umngqusho and Cape Malay curry to modern interpretations of traditional grains, South African food tells a story no other destination can replicate. This ethos was also evident on the Expo floor, where township food businesses, SMMEs and sustainable producers such as Abalobi showcased how authenticity and inclusivity are shaping the sector.

Sustainability on the plate

Sustainability emerged as a defining theme. “Responsible sourcing creates real impact for the ocean, communities and visitors who want to eat with purpose,” said Hahn Goliath of Abalobi, which showcased traceable seafood at the Expo.

Award-winner, Chef Johannes Richter of The LivingRoom added that menus rooted in strong relationships with farmers and producers embody care for people, land and sea. His restaurant received the Sustainability Award for its leadership in ethical gastronomy.

Food as living heritage

Culinary historian Dr Anna Trapido reminded attendees that recipes are living archives of migration, resilience and creativity. “By cooking it, we preserve it; by sharing it, we grow it.” Delegates discussed how gastronomy can safeguard cultural identities while creating memorable visitor experiences through food tours, cooking classes and storytelling dinners.

Workshops such as Amanda Kotze-Nhlapo’s Gastronomy Tourism Lab focused on practical outcomes: connecting heritage with strategy to build itineraries where travellers not only eat local but also meet communities and learn traditions.

Empowering SMMEs

Inclusivity was another priority. In partnership with the Wakanda Food Accelerator, SA Chef Media hosted a masterclass in Alexandra, equipping small business owners with tools around health, safety and funding. “This conference has been nothing short of insightful, offering valuable ideas to empower small businesses in the food industry,” said Wakanda’s Programmes Manager, Mapaseka Mabote.

A recipe for growth

As Bertus Basson noted, collaboration is key: “The sharing of creativity, new ideas, and a cultural identity is really important to us.” From the Expo floor to the awards stage, the event demonstrated that South Africa has the chefs, the heritage and the innovation – now it’s about uniting these into a coherent national offering.

Closing the event, SA Tourism reaffirmed that gastronomy is central to destination marketing and trade partnerships: “As we move forward, our food must tell our stories. By leaning into authenticity, sustainability and heritage, we can carve out a unique place in the global tourism landscape – one that’s not only delicious but also deeply meaningful.”

The SA Chef Conference & Expo 2025 made one thing clear: South Africa’s gastronomy is no longer a side dish to travel – it is a main course for tourism growth.