For Thandiwe Mathibela, General Manager for Global PR, Communications and Stakeholder Relations and Acting Chief Marketing Officer at South African Tourism, the global brand campaign “South Africa Awaits – Come Find Your Joy” has been more than a marketing exercise. It is an invitation to see the country through new eyes. “The campaign began with […]

Business events are no longer just meetings or conferences – they are a powerful engine for South Africa’s visitor economy. In 2023, the sector was valued at an estimated R122bn, up from R72bn in 2022, underlining its growing significance in job creation, regional development, and economic diversification. As chief conventions bureau officer at South African […]

Domestic tourism is still the pulse of South Africa’s visitor economy, driving local employment and sustaining the sector through uncertainty. Head of Domestic Tourism Mashoto Mokgethi says South Africans themselves remain the industry’s greatest strength. “Domestic tourism is the backbone of our economy,” she says. “It keeps the sector alive throughout the year and ensures […]

For Bronwen Auret, Chief Quality Assurance Officer at the Tourism Grading Council of South Africa, 2025 was a year defined by confidence and renewal. “Visitor experience is at the heart of South Africa’s tourism story,” she says. “When travellers feel safe, inspired and valued, they become our best ambassadors.” This year marked 25 years of […]

The December holiday rush is more than a busy season; it is a powerful opportunity for small tourism businesses to boost revenue and build long-term visibility. KwaZulu-Natal alone expects more than two million visitors this festive season, generating around R13 billion in economic activity. For South Africa’s small, medium and micro enterprises, this is the […]