FNB Wines2Whales 2024 Concludes with Major Economic Impact on the Western Cape

The 2024 edition of the renowned FNB Wines2Whales mountain biking series has wrapped up, leaving a lasting impression on riders and delivering a substantial economic boost to the Western Cape. Spanning three exhilarating events—Chardonnay, Pinotage, and Shiraz – the series attracted top-tier talent and a dedicated community of supporters, driving significant economic activity across the region.

This year’s event drew both local and international riders, spectators, and support teams to the Western Cape, where they immersed themselves in the scenic wine country and breath-taking trails stretching from Lourensford Wine Estate staying in Elgin and finally through to Hermanus. Celebrated as “The Race with GEES” for its vibrant spirit of camaraderie and fun, the event offered participants an unforgettable adventure while delivering substantial economic benefits. According to data from the Western Cape Government’s tourism office, events like these generate a 20% increase in local economic activity, benefiting sectors such as accommodation, dining, transportation, and tourism services.

This continues to be a key driver of job creation in the region, particularly within the hospitality and tourism industries. Businesses like South Hill Vineyards saw direct benefits, with accommodations fully booked during the race week along with increased activity at the farm’s restaurant, Canvas Café, underscoring the appeal of Overstrand as a premier sports tourism destination. This year, the event created around 800 temporary jobs across these sectors, providing essential seasonal income that supports families and strengthens local communities. “The economic benefits are undeniable,” said Justin McGahey, Marketing Manager of South Hill Vineyards.

This race is one of South Africa’s top mountain biking events and exemplifies the positive impact of high-profile sports tourism on regional economies. Providing a blueprint for businesses to leverage and boost consumer spending and drive regional development.

AQUASKY, the official water sponsor, proudly supported the event by providing hydration solutions, reinforcing its commitment to sustainability and athlete well-being. They ensured that riders stayed hydrated and focused, even under challenging conditions. This sustainable hydration effort not only minimised plastic waste but also aligned with the event’s dedication to preserving the Western Cape’s natural beauty by supplying riders with closable Glass Bottles for continuous refills off the bike in the race village as well as the chill out Zones.

“We are honoured to support an event that has such meaningful economic and environmental impact,” said Brendan Williamson, Managing Director at AQUASKY “Our goal was to provide clean, sustainable hydration to help these remarkable athletes perform at their peak. We’re proud to contribute to an event that brings together sports, community, and sustainability in our own backyard.”

An Unforgettable Series
The 2024 FNB Wines2Whales series guided riders through three iconic stages that highlighted the Western Cape’s unique combination of adventure and natural beauty. Stage 1 took riders from Lourensford Wine Estate to Oak Valley; Stage 2, famously known as the “Playday,” provided excitement within Oak Valley; and Stage 3 concluded the journey from Oak Valley to Hermanus. Along the way, riders tackled steep climbs in the Helderberg basin, conquered the iconic Pofadder and Rietvlei Magic trails, and explored the newly developed Benguela Trail, adding an extra layer of adventure.

As the Shiraz event ended at Benguela Cove, the series celebrated camaraderie, resilience, and the vibrant economic lifeblood that adventure tourism brings to South Africa. It has not only solidified its reputation as a premier mountain biking event but also as a significant engine of economic growth and community engagement in the Western Cape. As the sun set on Benguela Cove, riders, supporters, and local businesses were already looking forward to the next edition, reinforcing Wines2Whales’ position as a pillar of sports tourism in South Africa.

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Author: Angelique Goodall from Paddington Station PR on behalf of AQUASKY.