Gastronomic tourism based on African food could easily
increase and create new value chains that unlock billions in untapped wealth
for the continent, but what is stopping us?



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Food and tourism are an integral part of most economies,
globally. Food is undeniably a core part of all cultures and an increasingly
important attraction for tourists. To satisfy their wanderlust, contemporary
tourists require an array of experiences that include elements of education,
entertainment, picturesque scenery and culinary wonders.&nbsp; The link between food and tourism allows
destinations to develop local economies; and food experiences help to brand and
market them, as well as supporting the local culture and knowledge systems.



&nbsp;This is particularly
important for rural communities, where 61% of sub-Saharan Africans live,
according to the World Bank last year. These communities have often felt the
brunt of urbanization, which has resulted in a shift away from rural economies.
If implemented effectively, Africa could get a piece of the gastronomic tourism
pie, which was worth $8.8 trillion last year, according to the World Travel
&amp; Tourism Council. 



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="407" height="602" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African10.png" alt="" class="wp-image-41790" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African10.png 407w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African10-300x444.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African10-203x300.png 203w" sizes="auto, (max-width: 407px) 100vw, 407px" /><figcaption> World-renowned chef Nompumelelo Mqwebu and author of her self-published cookbook, Through the Eyes Of An African Chef. Picture: Motlaban Monnakgotla</figcaption></figure></div>



However, there is currently very little public information to pique the interest of tourists about African food. World-renowned South African chef Nompumelelo Mqwebu sought to remedy this with her self-published cookbook, Through the Eyes Of An African Chef. 



“I think where it was very clear to me that I needed to do
something was when I went to cooking school. I trained at Christina Martin
School of Food and Wine. I thought I was actually going to get training on
South African food and, somehow, I assumed we were talking indigenous food.



&nbsp;“I was shocked that
we went through the whole year’s curriculum and we didn’t cover anything that I
ate at home; we didn’t cover anything that my first cousins, who are Sotho, ate
in Nelspruit (in South Africa’s Mpumalanga Province); we didn’t cover anything
that would come from eSwatini, which is where my mother is from,” Mqwebu says.



By self-publishing, she has ultimately contributed to a
value chain that has linked local food producers and suppliers, which includes
agriculture, food production, country branding and cultural and creative
industries. 



“I am a member of Proudly South African, not only my
business, but the book as well. Part of the reason is that the cookbook was
100% published in South Africa. So, everybody who worked on the cookbook, and
printing, was all in South Africa, which is something quite rare these days
because authors have their books published abroad.” 



The Proudly South African campaign is a South African ‘buy
local’ initiative that sells her cookbook on their online platform as its
production adheres to the initiative’s campaign standards. Self-publishing has
allowed Mqwebu to promote her book for two years and to directly communicate
with her audience in a way she thought was best, while exposing her to a vast
community of local networks. She recalls her first step towards creating her
own body of work. 



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="467" height="615" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African7.png" alt="" class="wp-image-41791" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African7.png 467w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African7-300x395.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African7-228x300.png 228w" sizes="auto, (max-width: 467px) 100vw, 467px" /><figcaption>Amadumbe gnocchi. Picture: Nompumelelo Mqwebu and Nicole Louw Photography </figcaption></figure></div>



“I was in culinary school when I wrote the recipe for amadumbe (potato of the tropics) gnocchi. We were making gnocchi and I thought, ‘so why aren’t we using amadumbe because it’s a starch?’ and when I tasted it, I thought, ‘this could definitely work’. I started doing my recipes then.



&nbsp;“And there was talk about, ‘we don’t have desserts as Africans’. I did some research and found we ate berries, we were never big on sugar to begin with. That’s why I took the same isidudu (soft porridge made from ground corn) with pumpkin that my grandmother used to make and that became my dessert. “I also found that when I went to libraries looking for indigenous recipes, I couldn’t really find something that spoke to me as a chef. I found content that looked like history books. It was not appealing. It was not something, as a chef, I could proudly present to another chef from a different part of the world, so I knew I had to write my book,” Mqwebu says about the award-winning recipe book that chronicles African cuisine. 



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="467" height="611" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African9.png" alt="" class="wp-image-41792" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African9.png 467w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African9-300x393.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African9-229x300.png 229w" sizes="auto, (max-width: 467px) 100vw, 467px" /><figcaption> Isidudu (soft porridge made from ground corn) with pumpkin. Picture: Nompumelelo Mqwebu and Nicole Louw Photography </figcaption></figure></div>



Financial and health benefits 



According to the World Travel &amp; Tourism Council, in
2018, the tourism sector “contributed 319 million jobs, representing one in 10
of all jobs globally and is responsible for one in five of all new jobs created
in the world over the last five years. It has increased its share of leisure
spending to 78.5%, meaning 21.5% of spending was on business.”



To narrow in on how lucrative food can be, the World Food
Travel Association estimates that visitors spend approximately 25% of their
travel budget on food and beverages. The figure can get as high as 35% in
expensive destinations, and as low as 15% in more affordable destinations.
“Confirmed food lovers also spend a bit more than the average of 25% spent by
travelers in general.”



However, there is a widely-held view that the African
continent is not doing enough to maximize its potential to also position itself
as a gastronomic tourism destination, using its unique edge of indigenous
knowledge systems (IKS). 



“We are not a culinary destination and we will never be
while we are still offering pasta as the attraction for our tourists,” Mqwebu
says.



Dr George Sedupane, who is the Coordinator of the Bachelor
of the Indigenous Knowledge Systems program in South Africa’s North-West
University, echoes Mqwebu’s sentiments. 



“I often cringe when I go to conferences and there are guests from all over the world and we serve them pasta. Why would they come from Brazil to eat pasta here? They can have pasta in Italy. Why don’t we serve them umngqusho (samp and beans)?



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="463" height="617" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African8.png" alt="" class="wp-image-41793" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African8.png 463w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African8-300x400.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African8-225x300.png 225w" sizes="auto, (max-width: 463px) 100vw, 463px" /><figcaption> Umngqusho (samp and beans). Picture: Nompumelelo Mqwebu and Nicole Louw Photography </figcaption></figure></div>



“We need to be creating those experiences around our
culture. We are failing to capitalize on our strengths. There is a lack of
drive to celebrate what we have,” says Sedupane, who also teaches modules and
supervises research in indigenous health and nutrition. 



Writer and historian Sibusiso Mnyanda says current
innovations in African food technology are born out of necessity, rather
tourism and cultural ambitions.



“Food security is becoming an issue that is leading to IKS
around farming being prioritized. In Nigeria, they are innovating dry season
farming, because of deforestation and soil being de-cultivated.&nbsp; 



“So those indigenous knowledge strategies are being used in
countries where it is a necessity and where there are enough advances related
to the fourth industrial revolution. The traditional ways of producing food are
not only much more organic, they are also crop-efficient,” Mnyanda says. 



Nigeria may have inadvertently innovated a health solution
related to colon cancer through its diet. Sedupane tells FORBES AFRICA an
anecdote.



“There was a study where the colons of an African country
that did not consume a lot of meat was compared to Europeans. The Africans had
a much better profile as a result and there are people who want to buy African
stool to get that kind of rich bacteria, that you get on an African plant-based
diet.”



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="402" height="613" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/african2.png" alt="" class="wp-image-41794" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/african2.png 402w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/african2-300x457.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/african2-197x300.png 197w" sizes="auto, (max-width: 402px) 100vw, 402px" /><figcaption> Dr George Sedupane, who is the Coordinator of the Bachelor of the Indigenous Knowledge Systems. Picture: Supplied</figcaption></figure></div>



The study Sedupane is referring to was conducted in Nigeria
and it states that: “Nigeria showed the average annual incidence of colorectal
cancer was 27 patients per year. This shows that even if it seems that
incidence rates are increasing in Nigeria, such rates are still about one-tenth
of what is seen in the truly developed countries.”



In a bid to find reasons for this rarity of colon and rectal
cancer, the study concluded that, among other reasons, the protective effects
of Nigeria’s starch-based, vegetable-based, fruit-based, and spicy, peppery
diet, and geographical location which ensures sunshine all year round, played a
role in the country’s colon health.



Interestingly, it seems the potential value of African food
could not only be based on what goes in but what also comes out as healthy
faecal matter is big business globally. In 2015, The Washington Post published
that one could potentially earn $13,000 a year selling their poop.&nbsp; 



The American-based company OpenBiome has been processing and
shipping frozen stool to patients who are very sick with infections of a
bacteria called C.difficile. It causes diarrhea and inflammation of the colon,
leaving some sufferers house-bound. “Antibiotics often help, but sometimes, the
bacteria rears back as soon as treatment stops. By introducing healthy faecal
matter into the gut of a patient (by way of endoscopy, nasal tubes, or
swallowed capsules), doctors can abolish C. difficile for good… And yes, they
pay for healthy poop: $40 a sample, with a $50 bonus if you come in five days a
week. That’s $250 for a week of donations, or $13,000 a year,” the publication
stated.



Sedupane is of the view that a diet which includes indigenous
foods could vastly improve one’s quality of life. 



He says small changes could be made, such as including more
of indigenous greens, namely sorghum and millet, to breakfast. The grains are
gluten-free and produce alkaline which boosts the pH level of fluids in the
body and reduces acidity.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="926" height="616" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African6.png" alt="" class="wp-image-41797" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African6.png 926w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African6-300x200.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African6-600x399.png 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African6-768x511.png 768w" sizes="auto, (max-width: 926px) 100vw, 926px" /><figcaption>Moringa fruit which is an African superfood. Picture: Getty Images </figcaption></figure>



“Moving to our legumes, we have indlubu (Bambara groundnut) which is very rich and helps in the secretion of serotonin in the brain. This so important nowadays with the increase of depression. It’s easy to digest, and is great for cholesterol and moderating blood sugar,” Sedupane says.



&nbsp;Mnyanda is also of
the view that food is imperative to health and medicinal properties. He says
traditional healers primarily use natural herbs in their practice. “These are
used in pain relief and healing. Things like cannabis, camphor, African potatao
and red carrots. So, food is not just used for nutritional purposes.”



Other African superfoods include, Baobab fruit, Hibiscus,
Tamarind, Kenkiliba, Amaranth, Moringa and pumpkin leaves.&nbsp; 



Cultural and historical benefits 



Gastronomic tourism also includes the promotion of heritage
sites that are known to revolve around dishes that are of historic importance.
They enhance the travel experience, they encourage the acquisition of knowledge
and a cultural exchange.



There is a unanimous view that vast amounts of knowledge
have been lost to history and there is a huge knowledge gap in African
societies as a result of colonization and urbanization.



“Part of the colonial agenda was to make sure food security
did not belong to indigenous groups. Therefore, archiving of these knowledge
systems was not a priority. Especially during industrialization, where people
moved from their villages to the city you found that the knowledge got left
behind,” Mnyanda says. 



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="930" height="611" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African-6.png" alt="" class="wp-image-41795" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African-6.png 930w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African-6-300x197.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African-6-600x394.png 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African-6-768x505.png 768w" sizes="auto, (max-width: 930px) 100vw, 930px" /><figcaption> Abathwa (the San people) hunting. Picture: Getty Images</figcaption></figure>



He offers a contemporary example of how modernization continues to push African practices to the fringes: “To this day, abathwa (the San people) hunt their meat, but you find that because of changing agricultural practices and land reform on the Kruger National Park, they are being forced to move into the cities and industrial areas, therefore they are no longer able to practice their culture of hunting. As a result, their diet is changing.” Sedupane shares the view that the fundamentals of farming and astrology have also been exiled from public knowledge. 



“The fundamentals of IKS were based on the understanding of
the laws of nature – how and when things were done. Harvest cycles were linked
with understanding astrology. They would not harvest until certain stars were
visible in the sky. There was a dependence on nature. 



“With industrialization, rather than working with nature,
humans are seen as being above, as controlling, as directing it. The natural
cycle is often tempered with rather than trying to work with it.”



Not all is lost however. There are historical practices that have stood the test of time and continue to be a part the few foods that are internationally associated with South Africa. Mqwebu says that, “historically, we ate more plants than meat because our ancestors had to hunt and the game back then was not tame. So, there were no guarantees that you would return with meat. And that’s where things like umqwayiba (biltong) come from. They had to preserve the meat, because wasting was not part of the culture”.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="926" height="617" src="https://www.forbesafrica.com/wp-content/uploads/2019/09/African3.png" alt="" class="wp-image-41796" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/09/African3.png 926w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African3-300x200.png 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African3-600x400.png 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/09/African3-768x512.png 768w" sizes="auto, (max-width: 926px) 100vw, 926px" /><figcaption> Umqwayiba (biltong). Picture: Getty Images </figcaption></figure>



According to a 2015 exploratory research project conducted
under the guidance of research institute Tourism Research in Economic Environs
and Society director Professor Melville Saayman, biltong contributes more than
R2.5 billion ($163 million) to the South African economy.



Perhaps, like the faecal transporting company, Africa will
soon realize the ‘wasted’ opportunity and that there is loads of money to be
made in gastronomic tourism for all its inhabitants, whether they are rural or
urban, technological or indigenous.

Tag: Gastronomic tourism

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