Rural poverty and urbanisation threaten South Africa’s food security. According to Emeritus Professor Leon Hugo and post-graduate student Jean Hugo, agritourism offers a solution, providing small-scale farmers with an additional income stream while promoting sustainable farming and boosting local economies.
In South Africa, rural poverty and the struggle to make ends meet have been major drivers of urbanisation. Currently, 67% of the population lives in urban areas, and despite efforts to promote sustainable farming practices, this figure is expected to rise to 80% by 2030. This trend is weakening social structures and intensifying food security issues.
The South African government’s policy of land redistribution is a crucial component of its broader land reform agenda, designed to address the historical land dispossession caused by colonialism and to alleviate rural poverty. The goal is to empower rural landowners to produce enough food while expanding commercial production to benefit the broader community.
However, the economic impact of land redistribution has been limited so far. While some redistributed land has been used successfully, many farms have struggled due to a lack of support and resources, sometimes leading to a drop in agricultural productivity in certain regions. Traditional farmers often lack the resources and capacity to compete with large-scale commercial food production.
Filling the income gap
Minister of agriculture John Steenhuisen, has highlighted the need to prioritise sustainable agricultural practices. He has promised to support small-scale farmers by advocating for inclusive growth and helping them access foreign markets. He also stressed the importance of introducing new technologies, products, and practices, while recognising that finance is key to unlocking the full potential of emerging farmers.
Although this initiative makes logical sense, it will take time to educate, equip, and engage enough farmers to significantly contribute to the nation’s agricultural output. Small-scale farming, as it stands, cannot meet these demands, nor will it be able to soon. Therefore, diversifying income streams is crucial to fill the gap as the agricultural sector works towards achieving full viability and sustainability.
Contribution to global and SA economy
Tourism is one of the largest industries globally, rivalling sectors such as oil and arms. In 2018, international arrivals reached 1.32 billion, and this number is expected to rise to 1.8 billion by 2030. The industry contributes $8.8 trillion to the global economy and supports 319 million jobs. However, traditional “mass tourism” is often driven by financial gain, sometimes to the detriment of indigenous populations and the environment.
Alarmingly, global tourism accounts for around 8% of greenhouse gas emissions, leading to the degradation of both cultural and ecological resources.
Tourism is also a vital part of South Africa’s economy. In 2020, one in five new jobs created was in tourism. The total contribution of travel and tourism to South Africa’s GDP was projected to be R424 billion in 2018 (9.3% of GDP) and was expected to grow by 2.5% in the following years.
However, the tourism industry can be compared to monocultural agriculture, being a large-scale, capital-intensive enterprise that generates substantial income for entrepreneurs, often at the expense of the environment and socio-cultural landscapes. A growing concern is the popularity of visiting sites and communities that are at risk of disappearing due to environmental degradation.
This trend reflects a fear that future generations may not have the chance to experience locations like the Great Barrier Reef in Australia, the snow on Mount Kilimanjaro, wilderness areas or closer to home, the San people of the Kalahari, the environment surrounding Nelson Mandela’s birthplace, traditional Zulu kraals, the Rain Queen of the BaVenda, or the Reed Dance in eSwatini.
These sensitive environments draw more visitors, harming both the land and the people. There is a pressing need to shift tourism towards less vulnerable areas.
The untapped potential of agritourism
As mentioned earlier, small-scale farming must explore alternative and supplementary income-generating activities while developing a productive regenerative farming sector. Agritourism, often overlooked, is one such option.
Agritourism includes any agricultural activity that attracts visitors to a farm. Simply taking part in the daily tasks of a farm can be a strong appeal to urban dwellers, especially children.
These activities can range from direct sales (e.g., farm stalls, fruit picking) to rural education (e.g., school visits, feeding animals, observing traditional ploughing with oxen, household chores like collecting wood and fetching water), farm stays (hospitality), and recreation (e.g., hiking, horseback riding).
For many small farms struggling with cash flow, agritourism has become a vital lifeline. By diversifying their operations, farmers can create a more stable income with minimal capital investment and expertise required to start a small-scale agritourism business.
Agritourism activities can take place during off-seasons when crops are not being harvested, providing an additional source of income. It also benefits local communities by drawing tourists who stimulate the economy and create jobs.
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Examples of successful agritourism ventures
Even a single farmer on a small plot of land can offer accommodation, while multiple households or a larger community can provide diverse recreational and educational experiences for visitors.
A successful example of local-based ecotourism is the Mehloding Trail in Matatiele in the southern Drakensberg. It is a four-night, five-day hiking trail that introduces visitors to the local farming community. With an occupation rate of 75% and an annual income of R200 000, the initiative has been so successful that it now runs an annual festival, the Matatiele Heritage Event.
This festival includes mountain biking, traditional music, horse racing, fashion showcases, and traditional food. The event’s main aim is to celebrate the rich cultural diversity in Matatiele.
However, ecotourism must avoid the pitfalls of mass tourism, which is often driven by short-term financial gains. To develop a truly sustainable industry, careful planning that adheres to ecotourism principles is essential.
Running a profitable farm comes with challenges, including climate uncertainty, fluctuating market prices, and threats from pests and diseases, which can cause significant short-term disruptions. Agritourism offers a solution by providing farmers with a steady income during tough times. It requires low capital investment and entails minimal risk while contributing to food security.
Over time, agritourism can generate profits that surpass those of traditional small-scale farming, proving that farm-based tourism is a valuable addition to agriculture.
In conclusion, agritourism is an accessible and profitable complement to farming.
*Prof Leon Hugo is an Emeritus Professor, geography department, University of Pretoria; and Jean Hugo is a post-graduate student in video technology, Tshwane University of Technology. The views and opinions expressed in this article are those of the author and do not necessarily reflect the views or positions of Food For Mzansi.
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