The Tshwane Tourism Association has secured the bid to host Gastronomy Africa, a major continental event expected to attract chefs, investors and tourists from across the continent. The development is aligned with broader efforts to position Tshwane as a competitive culinary tourism destination and comes at a time when South Africa’s tourism and hospitality sectors are rebuilding momentum.
According to Statistics South Africa, tourism has been steadily recovering, contributing significantly to employment and GDP, while the Department of Tourism continues to prioritise destination development and inclusive growth through its Tourism Sector Recovery Plan.
Culinary tourism as an economic driver
Globally, culinary tourism is increasingly recognised as a high-growth segment. The United Nations World Tourism Organisation notes that food tourism plays a key role in destination competitiveness, offering opportunities for local economies to benefit through value chain participation from agriculture and food production to hospitality and retail.
For Tshwane, hosting Gastronomy Africa presents an opportunity to tap into this trend by showcasing local cuisine, culture and innovation, while attracting both domestic and international visitors.
Opportunities for small businesses
SMEs are expected to play a central role in the event’s economic impact. From township food vendors and caterers to small-scale producers and hospitality businesses, the event could unlock new revenue streams and market access.
Elmarie Delport, a Tshwane-based food entrepreneur, said the key will be ensuring that small businesses are integrated into the event ecosystem.
“Major events like Gastronomy Africa create visibility, but for small businesses like ours, the opportunity goes far beyond just being seen. Without structured support, clear communication, and affordable access, many of us risk being left on the sidelines while bigger, more established businesses take the lead.”
The potential for job creation is another key factor. The South African Tourism has consistently identified events and business tourism as critical levers for driving visitor numbers and supporting employment across the sector.
By bringing together chefs, buyers and investors, Gastronomy Africa could also strengthen local value chains, linking farmers, food processors and hospitality businesses in new ways. This could be particularly beneficial for township-based enterprises seeking to scale their operations.
“Events of this nature have the potential to unlock real economic opportunities, especially for smaller players who are often excluded from mainstream markets. If organisers are intentional about inclusion, we could see township businesses moving from informal trading into more structured, sustainable operations that create jobs and build long-term value,” said Deport.
Positioning Tshwane as a culinary hub
Refilwe Nchabiseng, a marketing manager at CSIR South Africa, said the event forms part of a broader strategy to reposition Tshwane beyond its administrative identity as South Africa’s capital, and towards a more diversified tourism offering.
“This is not just about hosting an event, it’s about changing the narrative of Tshwane as a destination. We want to showcase the richness of our food culture, the diversity of our culinary talent, and the role that small businesses play in shaping that identity.”
While the event has been secured, organisers have indicated that some administrative and compliance processes are still being finalised. These include outstanding documentation and approvals required ahead of full event rollout.
“We are excited to have secured the bid, but there are still several outstanding documents and compliance processes that need to be finalised to ensure the event is delivered successfully. These processes are standard for an event of this scale, and we are working closely with all relevant stakeholders to conclude them within the required timeframes,” said Nchabiseng.
While the opportunity is significant, Reneilwe Msiza, a local catering business owner, said successful delivery will depend on coordination, infrastructure readiness, and local businesses’ ability to meet demand and quality standards.
“For many small businesses, the challenge is not just participation but readiness. Scaling up production, meeting food safety standards, and managing increased demand require resources and training. If we get the support right, this event could be a turning point, but without it, the gap between small and large businesses could widen.”
