Tourism Minister Patricia de Lille says government, industry, provinces, municipalities and communities must work together to grow the sector, while digital innovation, domestic travel and visitor safety remain priorities.
Tourism Minister Patricia de Lille has called for stronger cooperation between government, the private sector, provinces, municipalities, communities and tourism businesses to grow South Africa’s tourism sector.
Speaking at the country’s World Tourism Day celebrations in Limpopo on September 27, 2026, De Lille said tourism growth was a shared responsibility.
“Government must create the enabling environment; industry must invest and innovate; provinces and municipalities must strengthen destinations; and communities and tourism businesses must participate in the opportunities that growth creates,” she said.
De Lille said the partnership between government and business had become increasingly important after President Cyril Ramaphosa identified mining, infrastructure, tourism and agriculture as key sectors under Phase Three of the Government-Business Partnership.
The phase aims to promote inclusive economic growth, create jobs and build confidence, with an immediate target of lifting overall economic growth above 3%.
De Lille said the Cabinet-endorsed Tourism Growth Partnership Plan focused on improving access, destination marketing, safety and security, product development and job creation.
She said a Tourism Route Development Marketing Plan was taking shape as the government worked with provinces to secure more direct flights.
De Lille said the Electronic Travel Authorisation was an important part of efforts to attract more visitors by providing a single application and a response within 24 hours.
She said this made the 2026 theme, “Growing South Africa’s Tourism Sector in the Digital Era”, particularly relevant.
“Technology is fundamentally changing how travellers discover destinations, plan journeys, make bookings and share their experiences,” De Lille said.
She said destination marketing organisations had to use digital platforms and artificial intelligence to make South Africa more visible, accessible and competitive.
“Our digital strategy must go beyond promoting beautiful images of South Africa. It must convert interest into travel and return visits,” she said.
Travellers should be able to discover, compare and book South African experiences easily, she added. Digital storytelling should also promote rural destinations, townships, small towns, community experiences and emerging tourism businesses.
De Lille said technology could give a small tourism business in Limpopo access to customers around the world.
De Lille encouraged South Africans to explore their own country through the Sho’t Left campaign.
“Explore a neighbouring town, another province or an experience close to home,” she said. “Even better, invite neighbouring countries to come and visit South Africa.”.
De Lille also said South Africa’s hosting of the 2027 ICC Men’s Cricket World Cup would provide an opportunity to promote the country and the wider Southern African region.
She warned, however, that tourism could not thrive in communities where women did not feel safe.
“There can be no thriving tourism economy in communities where women do not feel safe,” De Lille said.
South Africa recorded 10.5 million international arrivals in 2025. Between January and July 2026, the country welcomed 6.5 million international visitors, an increase of 12.4% compared with the same period the previous year.
She also highlighted the opening of Club Med South Africa Beach and Safari in KwaZulu-Natal, describing it as a major tourism investment combining a beach experience with a Big Five safari.
De Lille said the investment would support jobs, local suppliers and skills development, and could encourage further tourism investment across the country.
yogashen.pillay@nationalmg.co.za