The fourth annual Tourism Business Council of South Africa Tourism Leadership Conference is underway at Sun City in the North West. Under the theme Matters of Tourism: Growth, People and Policy, the 2025 Tourism Leadership Conference is a platform for conversations, debates, insights and reflections, amid an ever-changing global political and economic landscape, as well as evolving technologies. As the tourism sector seeks to achieve 15 million arrivals to South Africa by 2030, this Conference also serves as a yardstick of progress for the industry.
During the three-day gathering (17-19 September 2025), the industry seeks new ideas and solutions that will unlock growth, empower people and communities, and ensure policy agility, which positions South Africa competitively on the global stage. The tourism sector is one of the key drivers of South Africa’s national development, and a crucial contributor to inclusive economic growth, job creation, and global competitiveness. In 2024, the tourism sector contributed R618.7 billion to the local economy, supporting 1.8 million jobs. This year, that number is forecast to rise to 1.9 million. For the growth to be achieved and sustained, however, the sector needs the right enabling environment, solid infrastructure, smarter visa regimes, investment in skills, and aligned policy.
Minister of Tourism Patricia De Lille
Day two (Thursday 18 September 2025) of the Tourism Leadership Conference started with the opening address from TBCSA chairperson Jerry Mabena, who highlighted the golden thread between growth, people and policy, as well as the importance of solid partnerships between private and public sector partners. “Growth without people is unsustainable. People without supportive policy are disempowered. Policy without concerted action risks being a little more than words on paper. Only when these elements move together, like the gears of one engine, can tourism reach its full potential as a driver of South Africa’s prosperity. In this room today are the levers that drive this sector, and it is our time to make sure we rise to this occasion”, says Mabena.
In her keynote address, Minister of Tourism Patricia De Lille also echoed Mabena’s sentiments of focusing on the job at hand – that is, positioning South Africa as a top tourism destination, as well as creating work, dignity and purpose for people and communities. De Lille also reminded the gathering of the five pillars of the Tourism Growth Partnership Plan, which is the collective blueprint for the sector’s future.
Home Affairs Minister Dr Leon Schreiber
“The Plan is built on five strategic pillars that are the backbone of how we will deliver growth, job creation and skills development – ensuring tourism provides real opportunities, especially for youth and women. Tourism is about the millions of South Africans whose livelihoods depend on it – and the millions more who can benefit from our collective success. That is why we must rise above distractions and stay focused on implementation: delivery of growth, delivery of jobs, delivery of opportunity,” De Lille told delegates.
One of the consistent themes of the TBCSA Tourism Leadership since its inception four years ago has been to find ways to ease South Africa’s visa regimes, especially for visitors from key source markets. Home Affairs Minister Dr Leon Schreiber made a welcome return to the Conference with the unveiling of the Electronic Travel Authorisation (ETA) – a platform for online visa applicants, capturing biometrics and receiving approvals in real-time, eliminating lengthy processing times and cumbersome documentation. The launch of the ETA is groundbreaking and welcome, as it is designed to ensure seamless arrivals through automated biometric checks and minimal queuing, enhancing both traveller experience and national security.
TBCSA chairperson Jerry Mabena
“The ETA is set to eliminate visa barriers that have suppressed South Africa’s tourism potential for many years, while simultaneously revolutionising the security of our immigration processes. Instead of long queues, paper forms and inefficiency, from now on, the first impression that tourists will get of South Africa will be when they apply online for an ETA – showcasing a country with an immigration system that is rapidly modernising, embracing innovation, and blazing a trail towards becoming a world leader in digital transformation”, says Schreiber.
Understanding factors that affect growth
Since its inception four years ago, one of the defining features of the annual TBCSA Tourism Leadership Conference has been turning ideas into action, ensuring that conference deliberations are more than talk. Another central theme of the Tourism Leadership Conference this year has been the emergence of Artificial Intelligence and its impact on tourism in South Africa. Al Merschen from MMYG Global shared some insights on the global technological trends and how the South African tourism industry can leverage those advancements. Dr Avashna Govender from The Innoverse added her voice to the AI development debate. She shared trends and forecasts on how new technologies are likely to shape the future of the tourism sector. Still on forecasts, Chief Economist at Momentum, Sanisha Packirisamy, made a presentation on the local, African and global economic outlook as it pertains to the tourism sector. As an industry seeking to achieve inclusive growth, Packirisamy’s observations shed more light on some of the considerations industry players ought to consider in their operations.
The Leadership Masterclass was delivered by University of the Free State Chancellor, Professor Bonang Mohale, who reflected on South Africa’s political, social and economic performance since the advent of democracy. He encouraged tourism industry players to take the lead in telling the South African story, as well as being custodians of its evolution.
The day’s proceedings would not have been complete without the insights from TBCSA CEO Tshifhiwa Tshivhengwa, who presented the annual progress report to the industry on the actionables, achievements and status of the many previous Conference resolutions. “ Every year, we talk about what we have actioned. We don’t want the conference to be a talk shop. We must be accountable. It is important to come back and say what we have done,” Tshivhengwa told delegates.
