Rooibos has long helped to place South Africa on the international tourism map. Now, the country’s distinctive indigenous plant is preparing to leave the planet.
In October 2026, rooibos seeds are scheduled to travel to the International Space Station, where they will be exposed to microgravity and cosmic radiation before returning to Earth. Scientists will compare them with control seeds to determine how the conditions affected their germination and growth.
The project, involving the South African Rooibos Council, MaxIQ Space and the South African National Space Agency, brings together plant science, space research, agriculture and education. Seven schools in the Cederberg region, local farms and Parklands College are also participating.
It is a compelling scientific experiment, but also an opportunity to introduce rooibos—and the place from which it comes—to an entirely new international audience.
According to Prof. Martinette Kruger from the Tourism Research in Economics, Environs and Society (TREES) research unit at the North-West University (NWU), rooibos is not simply another agricultural commodity.
“Rooibos is much more than a beverage; it is a destination brand because it can only be produced in one small part of the world. International visitors are increasingly looking for authentic, place-based experiences that cannot be replicated elsewhere,” she says.
“Rooibos combines biodiversity, indigenous knowledge, wellness, agriculture and culture into one compelling story that is uniquely South African.”
In 2021, rooibos became the first African food product to receive protected designation of origin status from the European Union. Only rooibos originating from the designated South African production area may be marketed under that name in the EU.
Despite its international recognition, the destination producing rooibos remains relatively unknown. A consumer in Germany, France, Japan or the United States may drink it without knowing much about the Cederberg mountains, the communities that produce it or the story behind every cup.
Kruger says rooibos could do for the Cederberg what wine has done for the Cape Winelands.
“Our collaborative work with Curtin University in Australia highlighted that rooibos has the potential to become what wine has become for the Cape Winelands—not simply a product people consume, but a reason to travel to its place of origin.
“The concepts developed by students consistently positioned the Cederberg as ‘the home of rooibos’, where visitors experience the landscape, people and culture behind every cup.”
The space experiment now provides an opportunity to take that story to a much larger audience.
“The space mission provides a global story that immediately makes rooibos newsworthy beyond the tea industry. The challenge is ensuring that every international media story points people back to the Cederberg,” Kruger says.
Digital storytelling will be essential. Ideas emerging from the research include dedicated campaigns, influencer partnerships, interactive booking platforms and social media content allowing audiences to follow the journey from the farm to space and back.
“The message should shift from ‘rooibos went to space’ to ‘come and discover where rooibos comes from’.”
Rooibos tourism already exists in and around Clanwilliam, where visitors can tour farms and processing facilities, learn how rooibos is harvested and fermented, participate in tastings and explore its history. Kruger believes the next step is to develop more complete experiences.
“Visitors today are looking for immersive experiences rather than stand-alone attractions. Rooibos tourism should integrate wellness, adventure, gastronomy, indigenous heritage and nature into complete itineraries.”
These could include wellness retreats, sunrise yoga accompanied by rooibos tea, blending workshops, guided hikes, San rock art, stargazing, rooibos-infused dining, spa products, digital detox experiences and community storytelling.
“The future of rooibos tourism should not be another tea tasting. It should be a multi-day experience where visitors leave feeling healthier, more connected to nature and with a much deeper understanding of the people and landscape that produce rooibos.”
However, the economic benefits must reach those who live and work in the region.
“Tourism should not replace farming; it should add value to it,” Kruger says. “Rooibos tourism works best when local accommodation providers, guides, restaurants, wellness practitioners, artisans and farmers collaborate around shared visitor experiences rather than operating independently.”
She says development should build on existing businesses instead of creating parallel tourism structures.
TREES and Curtin University are already exploring how this could be achieved. In February 2026, students visited the Cederberg and worked with local stakeholders to develop tourism products, branding concepts and marketing strategies positioning rooibos as the foundation of a place-based visitor experience.
The next phase will examine domestic and international tourists’ awareness and perceptions of the Cederberg and rooibos. Researchers will identify the destination attributes, motivations and marketing messages most likely to increase interest in the product and its place of origin.
“The rooibos space mission may introduce millions of people around the world to the plant, but the next challenge is converting that awareness into visits to the only place on Earth where rooibos naturally grows. That is precisely the question our next phase of research seeks to answer.”
One possibility is a permanent “Rooibos to Space” interpretation centre in Clanwilliam, allowing visitors to follow the seeds’ journey to the International Space Station and back. Combined with stargazing, indigenous astronomy, wellness activities and visits to working farms, it could create an experience that is scientifically relevant and rooted in local heritage.
“The space mission is remarkable science, but from a tourism perspective it is also a branding opportunity unlike anything South Africa has seen before,” Kruger says.
“If we connect science, indigenous knowledge, sustainability and authentic visitor experiences, rooibos has the potential to become one of South Africa’s most distinctive tourism brands.”
Prof. Martinette Kruger from the Tourism Research in Economics, Environs and Society (TREES) research unit at the North-West University
