Tourism is one of the key drivers of the South African economy, attracting millions of visitors to places such as the Drakensberg, KwaZulu-Natal beaches, Western Cape vineyards, Kruger, and the economic hub of Johannesburg.
As part of Tourism Month celebrations, the focus shifts from simply attracting guests to how the sector can grow, generate jobs, and ensure that a large portion of tourism revenue benefits businesses, workers, and communities across the country.
In September, the discussion centers on the theme 'Developing the South African tourism sector in the digital age,' which places technology at the core of efforts to expand the industry, improve access to destinations, and connect more travelers with the tourism business.
Kele Lekalake, Managing Director of Harvey World Travel Southern Africa and BID Travel Ambassadors, emphasized the significance of Tourism Month, noting that the economic value of tourism extends far beyond leisure.
Lekalake stated that tourism is one of South Africa's most powerful economic stimulants because it creates jobs, brings in foreign currency, supports small businesses, and stimulates growth in various sectors, including transport, hospitality, technology, and retail. She clarified that tourism is not just about vacation but also an opportunity for entrepreneurship and community development, where every traveler has a positive impact on the entire value chain.
However, for more South Africans to travel and for international guests to choose South Africa, the industry needs to adapt to changing technologies. Lekalake believes that artificial intelligence (AI) is transforming travel, making it more personalized, efficient, and accessible. In her view, AI presents an opportunity for Africa to overcome traditional barriers, helping the tourism business compete globally and opening new avenues for innovation and skill development.
Nevertheless, technology cannot solve all problems. Obstacles such as connectivity, visa procedures, infrastructure, and destination competitiveness remain. Lekalake insists that overcoming these difficulties requires a closer alliance between the public and private sectors.
She added that Africa's future depends on strengthening cooperation and connectivity. Streamlining travel through improved air access, simplified visa processes, and stronger regional partnerships will unlock potential for tourism, trade, and investment on the continent. At Harvey World Travel, they are convinced that increasing domestic tourism in Africa contributes to job creation, support for local businesses, and building a stronger, interconnected continental economy.
A similar vision was presented at the AESATA Travel Agents Conference in Livingstone, Zambia, in 2026, where the theme 'Africa in Motion' focused on digital transformation, intercontinental travel, and innovation.
Speaking about the future of tourism in Africa, Lekalake stressed the need to create a network that allows tourism enterprises to grow beyond national borders, mentioning that they are deliberately building a unified pan-African travel network to connect independent businesses across the continent with new markets and opportunities.
Recently, at the launch of Tourism Month, Minister of Tourism Patricia de Lille stated that tourism starts at home, urging South Africans to explore and support domestic destinations, thereby strengthening the sector's contribution to the economy. She noted that before asking the world to discover South Africa, it is necessary to encourage South Africans themselves to discover their own country.
This message is particularly important as domestic tourism continues to serve as a vital foundation for the sector. De Lille emphasized that every decision by a South African to travel within the country has an economic effect. She provided examples: from families taking short trips to young people discovering parts of the country they had only seen online, and tourists spending their money domestically.
In the first half of the year, South Africans made 21.2 million overnight stays, which is higher than the 20.4 million recorded in the same period last year. Tourist trips showed even greater growth, reaching 5.2 million, which is 36% more than the previous year. Although spending remains lower than the previous year, these figures indicate a desire among South Africans to explore their own country, which, according to De Lille, is one of the foundations of a sustainable tourism economy.