Tourism Month: Advancing South Africa’s economic growth through tourism

By William Baloyi

September marks the end of winter in South Africa, and as temperatures rise, our thoughts inevitably drift to a weekend getaway or year-end holiday plans. It is also Tourism Month, a period that invites us to celebrate the beauty, diversity and experiences that make our country a destination worth exploring. Our country boasts some of the most iconic experiences and adventures, many of which are often only a stone’s throw away.

From the golden hues of a safari across the vast landscapes of the Kruger National Park to the gentle ocean breeze along the shores of Durban and Cape Town, South Africa offers a remarkable tapestry of experiences. Majestic mountains, winding coastlines, vibrant cities, tranquil retreats and hidden gems tucked away across our provinces offer something to discover in every corner of the country. As the season changes, there is perhaps no better time to rediscover the beauty on our doorstep and experience, first-hand, the extraordinary destinations that make South Africa a world-class tourism destination.

Yet South Africa’s appeal extends beyond its landscapes and leisure experiences. Our heritage is woven into the places we visit, the stories we tell and the people who have shaped our country. From Robben Island and the Apartheid Museum to the Cradle of Humankind, the battlefields of KwaZulu-Natal and the historic streets of Cape Town, our heritage sites offer more than places to visit; they provide windows into where we come from and how our shared history has shaped who we are today. They invite us not only to explore South Africa, but to understand it, to walk through its history, engage with its diverse cultures and appreciate the stories that have helped shape our national identity.

This appreciation of our natural beauty, cultural heritage and diverse attractions also carries a deeper significance. Tourism is more than simply visiting new places or experiencing the richness of our country; it is an important contributor to livelihoods, local economies and national development. Every journey creates opportunities for accommodation providers, tour operators, restaurants, local artisans, guides and small businesses, allowing the benefits of tourism to reach communities across the country. In this way, choosing to explore South Africa is not only an investment in our own experiences, but also in the people, businesses and communities that make our tourism offering possible.

This year’s Tourism Month is observed under the theme “Growing South Africa’s Tourism Sector in the Digital Era”. The theme calls on citizens, young innovators, tourism businesses and partners across the sector to harness digital platforms to expand access to tourism markets, improve the visibility of local destinations and create new opportunities for inclusive growth and job creation. It also speaks to the modernisation and transformation of the tourism sector, encouraging innovation, digital adoption and new ways of doing business that can enhance competitiveness, unlock new markets and contribute to stronger economic growth. By embracing technology and transforming how we market, experience and deliver tourism, we can build a more inclusive, dynamic and sustainable sector that creates opportunities for more South Africans.

Technology has changed how people discover, plan and experience travel. Increasingly, the tourism journey begins online, through social media, search engines, digital booking platforms and travel content. A video of a waterfall, township experience, hidden beach, hiking trail, cultural festival or local restaurant or cuisine can influence a traveller’s decision and bring new attention to destinations that may previously have been less visible.

This digital shift presents a significant opportunity for South African tourism. It enables tourism businesses, including small and emerging enterprises, to reach audiences beyond their immediate geographic areas, market their products more effectively and participate more meaningfully in the broader tourism value chain.

Growing tourism is a collective endeavour, and this Tourism Month presents an opportunity for all of us to play our part in making travel within our own country more accessible and meaningful. We commend South African National Parks (SANParks) initiative to open the gates of participating national parks to South Africans for free during SA National Parks Week, from 7 to 13 September 2026. The initiative created an opportunity for more families and communities to experience the extraordinary natural heritage on their doorstep. The private sector, too, can help build a stronger culture of domestic travel by offering affordable packages, promoting lesser-known destinations and creating experiences that encourage South Africans to explore beyond their immediate surroundings.

For citizens, the call is equally simple: go out and discover your South Africa. Take a day trip, walk a heritage route, visit a neighbouring province, explore a community tourism experience or spend a weekend discovering a destination you have never seen before. Every journey can tell a story, but it can also create an opportunity for the local guide, the small restaurant, the craftsperson, the accommodation provider and the community whose livelihoods are connected to tourism. When we travel locally, we do more than see our country; we help its communities grow.

Recent tourism statistics indicate that the sector continues to make a meaningful contribution to the economy and job creation. The World Travel and Tourism Council reports that tourism contributes almost 9% to the country’s GDP and supports about 1.8 million jobs, both directly and indirectly. The tourism industry also creates about one job for every 13 international visitors who come to South Africa.

International tourist arrivals have also continued to improve with 5 584 473 international tourists having visited South Africa between January and June 2026, which is a 12.3% increase compared to the same period in 2025. In July this year, South Africa welcomed 991 696 international tourists which is also a 12.5% growth from July in 2025.

To strengthen tourism’s contribution to the economy, government, communities and the private sector must continue to work together to improve safety, transport connectivity, digital visibility, service quality and affordability. Tourism destinations must not only be attractive, but also accessible, safe, well marketed and welcoming to all visitors.

Tourism Month is therefore both a celebration and a call to action. Every local trip, visitor experience and tourism enterprise contributes to building a stronger, more inclusive and more resilient South African economy.

William Baloyi is Deputy Government Spokesperson

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