Ambitious plans are underway in the winelands valley that has now been rebranded as "the gourmet capital of South Africa".
The old signboard at the entrance to the village which welcomes visitors to "the wine and food capital of the Cape" has been overtaken by Franschhoek's global aspirations as a long-haul destination for gastronomic tourism.
"Is Franschhoek growing too fast?" I ask Itumeleng Pooe, CEO of the Franschhoek Wine Valley Tourism Association. The valley now boasts 40 wineries, 40 restaurants and 105 guest-houses and hotels.
"Imagine Franschhoek without tourism!" she counters. "We'd have to relocate to Cape Town!"
Speaking on the goals of "Franschhoek Fast Forward 2006/2010", a new tourism development plan, Itumeleng Pooe comments: "We keep re-inventing ourselves. Franschhoek is finding new tourist experiences. Tourism projects have to instill a sense of belonging and business confidence in the local community - with spin-offs that promote job opportunities and entrepreneurship."
To this end, the tourism association is assisting workers on a nearby wine farm to establish the first community vegetable and herb garden which will soon be supplying the valley's restaurants with fresh, organic produce.
In another major initiative, three of the village's top chefs are assisting trainee chefs to establish the first community restaurant in Groendal (a former black township). Scheduled to open over the 2007/2008 summer season, the concept behind the restaurant is "to diversify the tourist culinary experience in Franschhoek" while promoting community ownership of the restaurant through a trust with 60% ownership in the hands of local chefs.
Other new tourist attractions include an "art and about" route to twenty studios, galleries and antique shops - including The Yard, a new complex of boutique antique, jewellery, décor, deli, restaurant and coffee shops.
Susan Huxter, a founding member of Franschhoek Wine Valley Tourism Association, moved to the village two decades ago to run Le Quartier Français. The owner of the renowned auberge concludes, "Franschhoek was not a tourist destination in those days.
"There was a handful of restaurants and nowhere to stay. There's been a whole lifestyle change in the village. There's nothing to touch Franschhoek as a tourist destination in the winelands today. Tourism has created huge job opportunities."
- For brochures and guides, Franschhoek Uncorked, Franschhoek Cap Classique and Franschhoek art and about routes, contact Franschhoek Wine Valley Tourism on 021-876-3603, email [email protected], or visit Franschhoek Wine Valley Tourism