Rolling Stoner And Route 420 Helping Shape The Next 150 Years Of Parys Tourism
Writer: Andrew Macfarlane
Rolling Stoner and Route 420 are positioning Parys as a signature stop, connecting a new travel audience with the town’s businesses, attractions and experiences during its 150th anniversary year.
“We could have written about Parys from a desk. Instead, we’re spending a few days there, parking on the main road and letting the town introduce itself,” says Cameron Bramley, founder of Route 420 and Rolling Stoner Magazine.
The team has spent several days in and around Parys, meeting local business owners, exploring attractions, tasting what is on offer, and uncovering the people, places and experiences that could shape the next chapter of the town’s tourism story.
The timing is particularly significant.
As Parys celebrates its 150th birthday, there is an opportunity to reflect on what has made the town an enduring destination and to consider what could attract the next generation of travellers.
Route 420 believes part of that answer lies in connecting the dots.
Connecting The Dots
A traveller who arrives in Parys for one reason may quickly discover five more reasons to stay.
A morning spent browsing the town’s antique shops could lead to lunch at a local restaurant. It might then lead to an afternoon adventure on the Vaal, a visit to another independent business or a drive through the extraordinary landscape of the Vredefort Dome.
Each additional stop creates another opportunity for visitors to spend locally and another chance for independently owned businesses to benefit from tourism.
Route 420 hopes to contribute by connecting new potential travellers with these experiences and encouraging them to see Parys as a destination where they can be elevated.
Parys’ Place In A Thriving Tourism Economy
According to the South African Department of Tourism, the Free State attracted 2.7 million domestic overnight trips during 2023, generating approximately R7.1 billion in domestic tourism expenditure.
The province continued to attract significant domestic travel during 2024. Between January and July, the Free State recorded 2.1 million domestic overnight trips, with visitors spending approximately R5 billion.
For Parys, these figures point to a clear commercial opportunity: Route 420 can encourage more travellers to choose the town, extend their stays and distribute their spending across accommodation, food, retail and local experiences.
A Local Perspective
Many local business owners are pleased with the arrival of the Route 420 crew and keen to collaborate with the team’s vision.
“Parys is ideally situated an hour and a half from Joburg and closer to Klerksdorp, Potchefstroom and the Vaal Triangle”, says Chris McFarlane, owner of the local Genesis Pub.
“The Vaal River, two top-class golf courses, antique shops, restaurants and the relaxed vibe in the town are a huge attraction to those wanting a getaway that’s not too far from home.”
According to McFarlane, “Not enough people know much about Parys and its attractions, and any advertising or promotion works is welcomed.”
Opening Parys To New Travellers
Route 420 will bring a different audience into the local tourism conversation.
Already, Rolling Stoner and Route 420 have spent years travelling across South Africa, documenting destinations and building connections between travellers and the businesses they discover along the road.
Cannabis culture may be one reason part of that audience travels, but the journey extends far beyond it.
Rolling Stoners still need somewhere to stay and eat. Also, information on where to start exploring local shops, discovering independent products, booking activities and visiting natural attractions.
150 Years Old, But Still Evolving
Parys has had a century and a half to develop its character. Currently, Route 420’s role is not to change that character, but to help more people discover it.
As the town celebrates its past on Heritage Day, the businesses lining its streets and the experiences scattered around the Vaal are already helping build what comes next.
The invitation to Rolling Stoners is simple:
Come and see it for yourself.