With World Tourism Day coming up on Friday 27 September, it is important to look into the state of tourism in South Africa, how it is performing, and what it means for South Africa as a whole.
The below article, bylined by various spokespeople from different organisations including Kruger Gate Hotel, Relate Bracelets, and Radisson OR Thambo , provides insight into why tourism plays such a crucial role in South Africa.
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Why tourism is such a big player in South Africa
The theme for World Tourism Day 2024 is Tourism and Peace, and rightfully so with the amount of negativity and ongoing tension in the world right now. The pursuit of peace is a continuing endeavour, and progress through tourism is more relevant than ever.
Tourism can play a vital role as a catalyst for fostering peace and understanding between nations and cultures and in supporting reconciliation processes. Tourism also plays a critical role in sustainable economic growth and job creation, thus helping to garner a sense of pride, accomplishment and unity among South Africans.
Expansion is needed
“Tourism already plays a massive role in the South African economy, but that role could be significantly bigger if a couple of key issues could be addressed collaboratively between government and stakeholders in the tourism and hospitality sector,” says Anton Gillis, CEO of Hospitality Asset Management Company (HAMAC).
“Specifically, the capacity on inbound flights – we need more flights and especially more direct flights between major international destinations and South Africa. Furthermore, visa requirements for South Africa need to be critically assessed and systems put in place to make the process simpler and more cost effective. The unemployment rate in the country is sitting at around 32% and we know that more tourists mean more jobs, so removing the barrier – such as this visa issue – should be top priority.
“Tourism Month needs to be – above all – an opportunity for ongoing dialogue and debate on the measures, policies and vision needed to grow the sector to the benefit of far more South Africans,” says Gillis
A tool for sustained change
Tourism plays a crucial role in the growth of economies around the world – contributing to Job creation, the strengthening of communities, the development of infrastructure and the conservation of the environment. At its core, investment into tourism creates much needed awareness around deeper, pressing issues faced by countries.
Relate Bracelets, a 100% NPO, recognises the importance of tourism as a tool for driving sustained change. In an effort to do their part, the organisation has partnered with many beneficiaries such as Elephants Alive, Ikamva Labantu, The Amy Foundation, Blind Loyalty, and so much more who do incredible work on the ground in South Africa to support conservation efforts as well as local vulnerable communities.
“South Africa’s vibrant landscapes, diverse cultures, and rich history offer something extraordinary to every traveller. But the true magic lies in how we, as custodians, use tourism as a powerful force for good. From safeguarding our incredible wildlife to empowering young people in under-resourced communities, we have the responsibility—and the privilege—to drive meaningful change. Every visitor, every story shared, and every action taken helps build a brighter, more sustainable future for all,” says Dalit Shekel, CEO of Relate Bracelets.
Bridging social and cultural gaps
“We have seen that tourism fosters inclusivity and unity by creating opportunities for people from different cultures, backgrounds, and regions to interact and engage in meaningful exchanges. It celebrates diversity by showcasing unique cultures, traditions, and perspectives, which promotes understanding, tolerance, and respect for others,” says Dominique van Wezop General Manager at Radisson Hotel & Convention Centre, Johannesburg, O.R. Tambo Airport.
“By connecting individuals from diverse backgrounds, tourism helps bridge social and cultural gaps, breaking down stereotypes and fostering empathy. Moreover, it plays a crucial role in economic empowerment by creating jobs and opportunities, particularly for marginalised communities, thus promoting both social and economic inclusion.”
According to Wezop, the shared experiences that tourism offers—whether through travel, cultural festivals, or interactions with local communities—unite people around common interests and create a sense of belonging.
“Tourism also helps to facilitate cultural exchange, which enables the transfer of ideas, knowledge, and traditions. This, in turn, enriches societies and fosters a broader global perspective that embraces diversity and cooperation,” she concludes.