The Free State capital city of Bloemfontein has been chosen to launch the “Gimme Summer That Sho't Left” campaign aimed at encouraging visitors to explore South Africa by visiting various provinces and fully immersing themselves in the wide variety of tourism experiences and establishments.
In line with the Department of Tourism and South African Tourism’s commitment to ensuring the benefits of tourism are felt in all nine provinces, Minister of Tourism Patricia de Lille intentionally selected the Free State to launch this year’s campaign to expose lesser-visited provinces and all the hidden gems and amazing attractions spread across the country. .
“At its core, our summer campaign focuses on promoting affordable, memorable travel experiences. We invite local and international tourists to explore our country and discover the many experiences including our natural wonders, cultural experiences as well well-known and lesser-visited places and attractions. There are so many quality attractions and hidden gems in every province as well as unique experiences and things to see and do in our little towns, villages, townships and dorpies.”
According to De Lille, at least 440 offers have been loaded on the Sho’t Left website including reduced rates for accommodation and tours. The campaign runs until January 12.
Last year’s summer campaign resulted in travel spend of over R38 billion (€200m).
‘Tourism a significant economic contributor’
De Lille highlighted the tourism sector’s significant contribution to the economy, pointing out that South Africa welcomed more than 5.8 million tourists in the first eight months of 2024 – 7% more than the same period in 2023, according to the latest international tourist arrival statistics.
“The 21.5 million trips taken by South Africans to explore the country between January 2024 and July 2024 demonstrate that domestic tourism is the bedrock of the tourism sector.”
However, inbound travel continues to rise. In the first quarter of 2024, total spend was R25.7 billion (€134m) on foreign travel into South Africa.
According to the World Travel and Tourism Council, tourism's direct and indirect contribution to South Africa's GDP was 8.2% in 2023. It is estimated to rise to 8.8% by the end of 2024 and reach 10.4% of GDP by 2030. Already in the first quarter of 2024, tourism’s direct and indirect contribution to South Africa’s GDP was 8.8%.
“Tourism is, therefore, a vital sector for South Africa – at times contributing more to GDP than transport, mining and agriculture and nearly matching government's contribution to GDP,” reiterated De Lille.
GNU interventions to ensure growth
The minister pointed out that the Government of National Unity (GNU) has resolved to dedicate the next five years to actions that will advance three strategic priorities:
- Drive inclusive growth and job creation
- Reduce poverty and tackle the high cost of living
- Build a capable, ethical and developmental state
“Our primary goal for the next five years is to achieve 15 million tourism arrivals in our country by 2030, as per the National Development Plan. The Department of Tourism is currently working on finalising our five-year plan, which will align to GNU priorities, the National Development Plan, the Tourism Sector Master Plan, the Tourism White Paper and the National Tourism Sector Strategy,” said De Lille.
Investment in the Free State
The Department of Tourism has also invested substantially in various tourism infrastructure projects in the Free State under the Destination Development Programme.
Eight community-based and maintenance projects are currently underway or nearing completion.
According to De Lille, these include the ambitious Dinosaur Interpretative Centre at Golden Gate National Park in Clarens.
Refurbishment work at the Gariep Dam Resort has been completed at a cost of R4.1 million (€215 000).
Community projects in the Free State include the QwaQwa Guest House completed earlier this year at a cost of R23 million (€1.2m). This project created 63 jobs during the construction phase.
Work at the Vredefort Dome Interpretation Centre is just over 50% complete. This over R21 million (€1.1m) project has created 46 construction jobs to date.
