Photo Credit: Wikimedia Commons
South Africa’s tourism sector is delivering record results and reaffirming its role as a major engine of economic growth, investment and job creation, according to Minister of Tourism Patricia de Lille.
Addressing recent performance figures, the Minister announced that South Africa welcomed 10.48 million international arrivals between January and December 2025, marking a 17.6% increase compared to 2024 and the highest number of arrivals ever recorded. The milestone, she said, underscores tourism’s expanding contribution to the national economy and its importance to inclusive growth.
South Africa’s rising global appeal was further confirmed when the country was named Best Destination: Africa 2025 at the Travel Weekly Reader’s Choice Awards. Minister De Lille attributed the recognition to “deliberate policy choices, focused implementation, and strong collaboration between government and the private sector.”
To sustain this momentum, Cabinet has endorsed the Tourism Growth Partnership Plan, developed jointly with industry and led by the South African Tourism Business Council. The plan is structured around five strategic prioritiesand supported by a real-time performance dashboard designed to ensure accountability and effective delivery.
Patricia de Lille, SA’s Tourism Minister briefing the media. Photo Credit: Depertment of Tourism
Improving access and connectivity
The first priority, Ease of Access, is already gaining traction. The Department of Home Affairs is rolling out the Electronic Travel Authorisation (ETA) system, beginning with key markets such as India, China, Mexico and Indonesia, following a successful pilot during the G20 Summit. Once fully implemented, the ETA system is projected to generate between 80,000 and 100,000 new jobs.
Air connectivity has also been strengthened through new and expanded routes. These include Qantas’ direct Perth–Johannesburg service, Air France’s seasonal daily flights to Cape Town, South African Airways’ Cape Town–Mauritius route, and enhanced domestic links such as FlySafair’s Hoedspruit–Cape Town service.
Destination marketing and safety
The second priority, Coordinated Destination Marketing, emphasises closer collaboration across national, provincial, and local governments. Provinces are already seeing improved performance. KwaZulu-Natal recorded a strong festive season, with Durban welcoming 1.2 million visitors, while the Free State’s Kgodumodumo Dinosaur Interpretive Centre in the Golden Gate Highlands National Park has attracted over 80,000 visitors and generated more than R1 million in revenue since opening.
Tourist safety remains a central focus. Through the Tourism Safety Forum, chaired by Deputy Minister Maggie Sotyu, public and private sector partners continue to work together. During the festive season, 1,500 tourism monitors were deployed nationwide, including over 400 supporting the Border Management Authority.
Investment, innovation and jobs
Tourism Product Development is driving infrastructure investment and diversified visitor experiences. The inaugural 2025 Tourism Infrastructure Investment Summit launched eight bankable projects valued at approximately R1 billion, with three already securing funding. Large-scale investments, such as the R2.5 billion Club Med development in KwaZulu-Natal, signal strong investor confidence.
Tourism currently sustains 1.8 million direct and indirect jobs, with one job created for roughly every 13 international arrivals, highlighting the sector’s high employment impact.
Technology and innovation are also reshaping the industry. In 2025, South Africa launched the G20 Tourism Hackathonand introduced Siyanda, an AI-powered travel assistant tailored for North American travelers. South African innovations, particularly in conservation-focused artificial intelligence, continue to receive international recognition.
Business events & governance
South Africa’s reputation as a business events destination continues to strengthen. In the current financial year, 51 MICE (Meetings, Incentives, Conferences, and Exhibitions) bids were secured, generating an estimated R894.5 million in economic impact. Meetings Africa 2025 contributed R690 million and supported 1,200 jobs, while Africa’s Travel Indaba added over R610 million and supported more than 1,000 jobs.
Following the successful hosting of the G20 Tourism Ministers’ Meeting, South Africa is set to host a Special Davos Meeting of the World Economic Forum next year, further reinforcing global confidence in the country’s capabilities.
On the governance front, South African Tourism has strengthened its leadership with the permanent appointment of a Chief Financial Officer and Chief Audit Executive, while processes continue to fill remaining executive vacancies. Meanwhile, consultations are underway on a Short-Term Rental Code of Good Practice, with the first draft expected to be released for public comment next week.
Minister De Lille concluded by thanking tourism stakeholders, content creators, and staff across the Department of Tourism and South African Tourism for their continued commitment.
“Tourism is working. Tourism is delivering. And tourism will remain a cornerstone of inclusive growth, investment and job creation in South Africa,” she said.
