Johannesburg, South Africa – On May 8, 2025, a groundbreaking seminar took place under the theme “Indigenous & Neglected Crops: A Gateway to Sustainable Tourism and Growth in Africa and the Caribbean.” Held in hybrid format – with most participants joining virtually and a live audience at the University of Johannesburg (UJ) – the seminar brought together global experts, entrepreneurs, academics, and policy leaders to explore how centuries
old crops can shape the future of tourism.
Organized by AgriLuxe Marketing, in partnership with the University of the West Indies (UWI), the University of Johannesburg, and the Food, Agriculture and Natural Resources Policy Analysis Network (FANRPAN), the event centered on discussing a bold new proposal for the first-ever indigenous crop-based tourism circuit connecting Africa and the Caribbean: the AfriCaribbean WILD Tourism Route, targeted to be Wholesome. Indigenous. Local. Diverse.
Rooted in the Past, Cultivated for the Future
This pioneering initiative responds to global trends demanding deeper, more authentic travel experiences, climate-resilient food systems, and wellness-oriented offerings. With climate change accelerating and the global wellness economy reaching $6.3 trillion, including an $830 billion wellness tourism sector, now is the time to elevate indigenous crops from the margins to the mainstream.
“These crops have sustained our communities for generations. They are nutritious, culturally rich, low-input, and climate-smart,” said Jeanette Sutherland, Founder of AgriLuxe Marketing. “But they’ve been sidelined in global markets. This initiative seeks to restore their place – not just on our plates – but as premium ingredients in immersive, multi-sensory travel experiences.”
A Multi-Destination Culinary and Cultural Journey
Inspired by successful international corridors like the Silk Road and the South American Wine Routes, the proposed AfriCaribbean WILD Tourism Route envisions a modular, multi-country experience. Each destination will contribute a “chapter” to a shared story rooted in indigenous crops, heritage rituals, healing cuisines, and creative expressions.
The seminar was chaired by Mr. Jerry Mabena, CEO of the Motsamayi Tourism Group and featured opening remarks and a keynote address from heads of UJ’s School of Tourism and Hospitality, South Africa’s National Agricultural Marketing Council, the Tourism Business Council South Africa, and Africa Tourism Partners.
Entrepreneurs showcased real-world case studies – from indigenous teas and reimagined culinary menus in South Africa, bespoke traditional catering in Zimbabwe, artisanal chocolates by a rural network of African and Caribbean farmers and chocolate producers, founded in Trinidad and Tobago, to farm tours in Grenada, and agricultural-based spa
treatments in Barbados. Senior representatives from research institutions and development partners, including the International Institute of Tropical Agriculture, South Africa’s Agricultural Research Council, Afreximbank, the International Finance Corporation, the International Trade Centre, UN Tourism, the Inter-American Institute for Cooperation on Agriculture, and the CARICOM Secretariat, highlighted areas in which they are already partnering and other areas for future collaboration, to support the seminar objectives.
Strategic Goals and Global Relevance
According to Dr. Wendy-Ann Isaacs, Head of the Department of Food Production and Senior Lecturer, Faculty of Food and Agriculture at UWI, “the seminar and proposed route initiative could not be timelier.” There was resounding agreement from other participants that the timing is right. The convergence of climate urgency, the wellness boom, and diaspora reconnection creates a unique opportunity to:
- Reclaim ancestral foodways and food sovereignty
- Promote low-input, climate-resilient agriculture
- Support innovative entrepreneurship in tourism, gastronomy, and agribusiness • Drive regional trade in indigenous foods and wellness products and services • Foster cross-border collaboration and air and sea connectivity
Ms. Hafsah Abdulsalam, the CEO of LIAT20, Antigua and Barbuda’s innovative, start-up airline, shared insights on the company’s business plans for strengthening connectivity between Africa and the Caribbean and emphasized that direct airlinks between the two regions “are not just about transporting people and goods, they’re about unlocking economic, cultural, and historical potential.” She therefore urged for a connection “not just by air but by purpose.” Panellists also discussed mechanisms to ensure the initiative delivers shared benefits through collaborative branding, route standards and certification, and rotational culinary festivals, among other actions.
Looking Ahead
A key highlight of the seminar was an inspiring “elevator pitch session,” including a proposal for a WILD Food Safari in Mpumalanga, South Africa, to leverage the province’s wildlife game safari – an already well-established tourism offering; and another to promote high-end food events based exclusively on indigenous, underutilized, and emblematic crops, including Trinidad and Tobago’s Moruga Hill rice. The seminar concluded with a call to action from FANRPAN’s CEO, Dr. Madzivhandila, for long-term funding to be increased for feasible
tourism projects that promote the regions’ indigenous and neglected food crops. A follow-up report and roadmap for action are expected in the coming weeks.
