Optimism for the future and celebration of the unity that emerges from South Africa’s people, cultures and connections are the focus areas of Tourism Month this September.
South Africa’s Tourism Month theme was officially launched in the Northern Cape capital, Kimberley, today (Tuesday, August 20) by Minister of Tourism Patricia de Lille as the province has been chosen to host the country’s World Tourism Day celebrations on 27 September.
De Lille said: “As we roll out our 2024 Tourism Month campaign under the theme ‘Tourism and Peace – 30 years of connecting people, places and culture’, let us showcase our many communities’ unique traditions, languages and heritage.
“This is not just about attracting visitors to our shores; it is about inviting locals and international guests to engage deeply with the stories and experiences that define us as a nation.”
The Northern Cape is renowned for its breathtaking landscapes, vibrant cultural heritage and unparalleled experiences for adventure and cultural immersion, said De Lille, noting that it is an ideal host for this year’s World Tourism Day celebrations – not just because of its vast and varied tourism offerings but also to bring attention to a region that is often less visited compared to others in the country.
“The Northern Cape is truly a gem within our South African borders, offering diverse experiences that cater to all tastes and interests. I had the most amazing visit here last year in Riemvasmaak and at the Kgalagadi National Park.
“From the rugged terrains of the Kalahari Desert to the vibrant wildflower displays of Namaqualand, this province embodies the essence of natural beauty and breathtaking landscapes.”
World Tourism Day is an initiative of United Nations (UN) Tourism that underscores tourism’s pivotal role in advancing the Sustainable Development Goals.
For South Africa, the day will be part of month-long celebrations expanding on UN Tourism’s theme, “Tourism and Peace”.
Over the past three decades, South Africa has intensified efforts to ensure tourism is one of the priority sectors contributing to the economy and job creation, De Lille pointed out.
“We also acknowledge and recognise that, in a world where nations are increasingly interconnected, tourism is a powerful tool to break down barriers, defy stereotypes and challenge prejudices.
“Therefore, as our country commemorates 30 years of freedom and democracy, and in recognition of the fact that tourism is a sector made by people and for people, we felt the theme was fitting.”
Transformative power of tourism
De Lille emphasised the transformative power of tourism. She pointed out that, in 2023, South Africa recorded an impressive 38 million domestic trips contributing R121 billion (€6.1bn) to the economy.
“This surge in domestic tourism highlights the critical role that domestic travellers play in sustaining our industry. As I have always said, domestic tourism is the bedrock of our sector.”
De Lille said domestic tourism’s performance underscores its significant economic impact.
“One of the most successful initiatives promoting domestic tourism is our annual Sho't Left Travel Week campaign that, through offering discounted deals of up to 50%, encourages locals to access travel and discover the many wonders within our borders.”
This year, Sho't Left Travel Week will be from September 2-8. It will again enable South Africans to book discounted deals to travel when it suits them (depending on certain terms and conditions).
Last year, over 900 tourism establishments participated, offering a range of deals that made travel more accessible.
“This year, we aim to surpass those numbers and I encourage tourism businesses to sign up for their deals on the Sho't Left platform. Let us work together to ensure that more South Africans experience our country’s diverse and fantastic tourism offerings,” said De Lille.
Domestic challenges
It is crucial to acknowledge the domestic challenges that have impacted local travel, she added, referring to the high cost of living, driven by soaring fuel and food prices and persistent inflation.
“Furthermore, high interest rates have exacerbated financial pressures on households and the Consumer Price Index continues to exceed the Reserve Bank’s comfort level although it is tapering of late,” she elaborated, adding that government remains resolute in its commitment to drive the growth of the sector.
“We are actively addressing these impediments, working closely with our partners to find solutions and create an enabling environment for domestic and international tourism.”
Ensuring the safety of tourists is of paramount importance through the 2018 National Tourism Safety Strategy, said De Lille.
“Through collaboration with the private sector, we have strengthened safety measures across the board, further enhancing the protection and well-being of local and international tourists.”
