Spiritual tourism in South Africa, represented by sites such as the Nizamiye Mosque Complex in Midrand and other significant religious institutions, can open new avenues for generating tourist flows in search of new drivers for the country's inclusive growth.
For decades, South Africa has actively promoted its rich wildlife, picturesque beaches, and lush vineyards to attract international visitors. However, there is an often overlooked asset—faith. In an era when religious and sacred tourism is rapidly growing worldwide, South Africa stands on the threshold of significant untapped potential capable of stimulating economic development and enriching local communities.
The religious tourism sector, which has become one of the fastest-growing segments globally, generates billions annually, particularly in regions like Europe and Asia. Examples of pilgrimage destinations, such as the Camino de Santiago, demonstrate how spiritual journeys can revitalize local economies, create jobs, and preserve cultural identity. Nevertheless, Africa, with its deep spiritual diversity and heritage, has yet to harness this economic resource.
Researchers from the Tourism Research in Economy, Environment, and Society (TREES) unit at the University of the Western Cape are striving to change this narrative. The team, led by Professor Lizebo Tsane-Gumbe, Dr. Walter Vessels, and Dr. Michael Chambwe, is part of the European Union-funded initiative SacredTravels4Growth. The project aims to strengthen higher education, tourism research, and sustainable development through religious and cultural tourism.
Dr. Vessels notes that the project's vision extends beyond academia. He emphasizes that pilgrimage routes and sacred heritage sites can foster sustainable tourism, boost local economies, and empower communities. This perspective challenges South Africa's traditional tourism model, which has long been predominantly focused on nature and wildlife, making it vulnerable to seasonality and intense competition from neighboring destinations.
Religious tourism is distinct because it goes beyond mere visitation; it impacts the entire community economy, especially in small and rural areas with high unemployment rates. Dr. Vessels explains that developing tourism infrastructure around sacred sites can lead to necessary economic activity. This ripple effect manifests as pilgrims requiring accommodation, food, local transport, guides, and cultural experiences, allowing financial activity to penetrate various settlements rather than being confined to luxury resorts.
The core objective of the SacredTravels4Growth project is to develop local skills for the tourism sector. Training programs are designed to equip stakeholders in tourism, municipalities, and local communities with the necessary knowledge in religious tourism and marketing, aiming not only to inform but also to support local entrepreneurs.
The impact on rural communities is considerable. As Dr. Vessels points out, 'New employment opportunities can arise through guided tours, catering services, crafts, and cultural performances.' The strategy also relies on the principle of diversification: South Africa possesses internationally recognized religious landmarks, such as Regina Mundi Church in Soweto, the Nizamiye Mosque in Midrand, and the Zion Christian Church pilgrimage in Moria. However, these sites largely remain isolated attractions, not integrated into broader tourism offerings.
Thousands of followers of the Zion Christian Church gather in Moria in Polokwane to celebrate Easter, which could become part of tourism development initiatives. Inspired by the successful model of the Camino de Santiago, researchers envision a future where South Africa's sacred sites are linked into cohesive tourism products that encourage longer visitor stays and increased spending across different regions. Dr. Vessels clarifies that 'a pilgrimage route consists not only of individual destinations but also of a network of towns, restaurants, and local businesses supporting their economy.'
Furthermore, religious tourism tends to support local enterprises rather than large operators, which aligns well with sustainable development principles. Dr. Vessels observes that 'community-based tourism models encourage the participation of local populations in planning and decision-making,' ensuring social equity and environmental responsibility in development.
It is crucial that universities elevate the discourse surrounding pilgrimage tourism in Africa. While most research has historically focused on Europe and Asia, African contexts demand targeted study. The TREES unit seeks to carve out its niche by providing relevant knowledge and innovation so that tourism development accurately reflects African narratives and benefits local communities.
Thus, the project aims to challenge the long-held notion that tourism is solely about natural attractions, suggesting that true economic growth in South Africa may increasingly stem from the sale of meaning and experience. If South Africa can weave its tapestry of churches, mosques, temples, and sacred sites into coherent visitor experiences, the country will be prepared not only to attract tourists but also to revitalize local economies, protect cultural heritage, and diversify tourism, charting a path of growth that does not depend solely on building another luxury lodge.
Recently, many have wondered when they last discovered something new in their own country. This is not about a long-awaited vacation saved up over the year, but about a simple weekend that turned into a vivid story.
These discoveries can be diverse: a sunrise hike, a terrace with a stunning city view, a hidden cafe, a live music event, or a bustling artisan market. Many of the best adventures do not require a passport; they are often located very close to home.
As Youth Month progresses, it becomes clear that young people are not only shaping the future of South Africa but also defining future travel trends.
Young South Africans already constitute the largest share of domestic tourists. Within this group, the 25–34 age segment is the largest, and the broader group under 35 accounts for nearly half of all domestic travelers, according to the December 2025 Domestic Tourism Survey.
Nevertheless, many of them still do not feel that travel is meant for them. Trips are often associated exclusively with luxury and expensive holidays, yet meaningful or fun relaxation does not necessarily have to be far away or costly.
The best memories are often made by exploring places that previously went unnoticed, located just a few hours from home. The message has always been simple in South African Tourism: 'This is your country. Enjoy it,' because there is nothing more exciting than discovering something nearby.
This message serves as an invitation to explore more actively, enjoy more, and embrace experiences that help reconnect with oneself, friends, and one's home country. It could be a spontaneous road trip, discovering a secluded beach, spending a Saturday at a local farmers' market, or finding the perfect sunset spot seen only on social media.
Research shows that young people seek opportunities for leisure, spending time with family and friends, discovering new places, and creating unforgettable experiences. They are increasingly drawn to authentic experiences that connect them with local culture, heritage, and communities, according to the SAT Master Strategy 2026–2030 Consumer Insights.
The main obstacle is not always the desire to travel, but the belief that it is too expensive. Young travelers are very price-sensitive and actively look for deals before making a travel decision, as noted in the SAT Domestic Market Insights for 2025.
Therefore, specialists are constantly collaborating with tourism businesses across the country to encourage the creation of more affordable packages, value-oriented experiences, and convenient travel options that make it easier for young people to explore South Africa.
The future of domestic tourism will be built not only on major destinations and expensive events but also on thousands of everyday travel moments that allow South Africans to find new ways to connect with their country, because the best experiences do not necessarily have to cost a fortune.
Travel is also one of the best investments in one's own well-being. In a world of constant connectivity, sometimes the greatest luxury is slowing down the pace of life. A day at a spa, a wellness retreat, a quiet escape into nature, or simply time by the ocean can help restore mental and emotional balance. Taking care of one's well-being does not always require a long vacation; sometimes a short break is enough.
Young South Africans need to see themselves reflected in travel stories. They need examples of experiences that match their lifestyle, interests, and budget: from rooftop views and hidden beaches to culinary experiences, live music, wellness tours, and those Instagram-worthy moments that inspire exploration.
Thus, there is a drive to showcase the diversity of experiences South Africa offers while simultaneously encouraging the tourism industry to continue developing products and packages that meet the needs and aspirations of young travelers.
Next time the Bafana Bafana team plays, you can turn the match into part of a discovery adventure: watch the game in another city, stay overnight, check out a new restaurant or attraction, turning ninety minutes of football into a memorable weekend. South Africa is full of surprises. You don't need to wait for the perfect salary, the perfect holiday, or the perfect moment; sometimes good company, a free day off, and curiosity are enough to discover something new. Your next favorite memory might be much closer than you think.
