South Africa’s 2025/26 tourism plan is all about using travel to grow the economy and help all people, especially those in remote and poor areas. Minister Patricia de Lille wants tourism to create jobs, support local businesses, and protect the environment, while making sure everyone shares the benefits. Big investments are going into better roads, lodges, and marketing to attract visitors from places like China and India. The plan also uses smart technology to track progress and calls for teamwork between government, communities, and businesses. Overall, South Africa aims to build a strong, fair, and exciting tourism future for everyone.
South Africa’s 2025/26 tourism strategy focuses on driving economic growth and social inclusion through targeted investment, community empowerment, and innovation. Key priorities include boosting marketing, improving infrastructure, supporting local entrepreneurs, enhancing sustainability, and fostering equitable opportunities across all regions.
On a cool winter afternoon in Cape Town, Minister Patricia de Lille delivered a determined address to the National Council of Provinces. Her speech marked a pivotal moment for the country’s tourism sector, highlighting the government’s plans for driving economic growth and social change through travel and hospitality. De Lille lauded the recent insights from the Select Committee on Trade and Industry, Economic Development, Small Business Development, Tourism, Employment, and Labour, led by Chairperson Boshoff, which urged practical reforms and targeted initiatives.
The Minister emphasized that “tourism can be a powerful catalyst for transformation in even the most remote regions,” referencing communities like Kamiesberg in the Northern Cape and Tisane in Limpopo. She painted a picture of tourism not just as a revenue generator, but as a vehicle for uplifting marginalized areas and creating opportunities where they are needed most. By grounding her vision in specific examples, De Lille aimed to make the policy personal and accessible, ensuring all South Africans could see themselves reflected in the nation’s future plans.
De Lille acknowledged past successes, but her focus remained squarely on what comes next. She was candid about the challenges facing the sector, from outdated strategies and policy bottlenecks to the need for improved oversight and delivery. Her address called on all stakeholders—government, industry, and communities—to embrace a shared responsibility for ensuring tourism’s benefits reach every corner of the country.
The Department of Tourism’s budget for 2025/26 stands at R2.434 billion, a sum carefully allocated to maximize impact and foster innovation. South African Tourism, the primary agency responsible for marketing the country, will receive R1.3 billion. This substantial investment underscores the importance of a dynamic, well-resourced marketing strategy in attracting international and domestic travelers.
Beyond marketing, the budget prioritizes destination development and sector support. R331 million is earmarked for enhancing tourism infrastructure in rural and peri-urban areas, while another R331 million will support programs that incentivize sustainability and transformation. Initiatives like the Green Tourism Incentive Programme, the Market Access Programme, and the Tourism Transformation Fund aim to empower local entrepreneurs, encourage socially responsible practices, and bolster competitiveness across the sector.
Policy renewal also features prominently in the government’s agenda. De Lille announced plans to update the Tourism Amendment Bill, addressing issues such as short-term rentals, grading criteria, and sector governance. This legislative overhaul reflects a broader commitment to adapting to new market realities and strengthening the legal framework for tourism in South Africa. Outdated strategies regarding heritage tourism, domestic demand, rural development, and climate change will also undergo review, ensuring the sector remains resilient and responsive to evolving challenges.
To drive accountability, the Department will implement strict 60-day approval deadlines and introduce consequences for missed targets. This shift toward performance-based management is intended to overcome bureaucratic inertia and instill a culture of urgency and responsibility at every level of the organization.
A cornerstone of De Lille’s vision is sustained support for community-led tourism projects. Recognizing the limitations of one-time investments, the Department has launched an Aftercare Programme designed to provide ongoing mentorship, marketing assistance, governance training, and asset protection to community-run lodges and attractions. This approach aims to build durable, locally-owned businesses that can thrive long after initial government involvement winds down.
Innovation extends to the digital realm, where the Department is rolling out a Digital Maturity Roadmap and a real-time tourism dashboard. By harnessing data analytics and mobile technology, tourism officials will be better equipped to track trends, allocate resources efficiently, and respond swiftly to emerging risks. The commitment to transparency is evident in plans for quarterly public dashboards, which will offer stakeholders up-to-date insights on employment, funding, and policy execution.
Risk management is another major focus. Learning from recent global events such as the COVID-19 pandemic, the Department is developing a comprehensive Sector Risk and Mitigation Plan. This plan will address health and safety concerns, strengthen governance, and promote climate adaptation, ensuring that the tourism industry can weather future shocks. Enhanced oversight, with rigorous audit committees and improved internal controls, will support these efforts.
Physical infrastructure and strategic partnerships form the backbone of South Africa’s tourism growth agenda. The Department is investing in a range of projects designed to diversify and enrich the nation’s tourism offering. In the Eastern Cape, the Mthonsi and Qatywa Lodges are nearing completion, developed in partnership with the Development Bank of Southern Africa. KwaZulu-Natal’s Muzi Pan Project and Limpopo’s suite of ten new initiatives—including the revitalized Tisane Project—underscore the government’s commitment to spreading opportunity across provinces.
The Mdluli Cultural Centre in Mpumalanga, situated near the iconic Kruger Park, is set to become a hub for local heritage and economic activity. North West’s Manyane Lodge, now in its final stages, showcases the importance of timely project delivery. Additional ventures in regions such as Vhatsonga, Platfontein, and Sutherland are moving forward, while assessments of World Heritage Sites emphasize the ongoing importance of conservation and cultural preservation.
A highlight of recent progress is the Kgodumodumo Dinosaur Interpretation Centre at Golden Gate National Park, which welcomed nearly 18,000 visitors within its first month. This project exemplifies the intersection of education, conservation, and tourism-driven economic growth. Looking ahead, the inaugural Tourism Investment Conference, scheduled for September 2025 in Cape Town, will spotlight bankable projects and foster connections with international investors. Collaborative efforts with organizations like UN Tourism and academic institutions—such as the G20 Hackathon for university students—reflect a commitment to harnessing fresh ideas and global best practices for sector advancement.
Expanding marketing efforts and improving air connectivity are pivotal to the Department’s growth strategy. South African Tourism is intensifying its focus on key international markets such as India, China, and other BRICS+ countries. Enhanced airline connections—including the reinstatement of direct flights by South African Airways—will make it easier for visitors to access the country’s attractions. De Lille’s recent diplomatic mission to China, accompanied by Deputy President Mashatile, secured new partnerships and bolstered South Africa’s standing as a preferred destination.
The Department is also ramping up its support for business events and conferences. It will back 105 bids for major gatherings, with a goal of turning 25 into confirmed events that could generate an estimated R120 million for the economy. By hosting ten events in villages and small towns, policymakers hope to distribute the benefits of tourism more equitably and stimulate local development.
A persistent theme throughout De Lille’s address is the imperative of inclusive growth. Programs like the Tourism Transformation Fund, Green Tourism Incentive Programme, and Market Access Programme target historically disadvantaged communities, helping to redress past inequalities and create new opportunities for marginalized groups. The emphasis on youth employment and skills development aligns with broader continental trends, positioning South Africa as a leading destination for young professionals and entrepreneurs seeking careers in tourism.
South Africa’s tourism sector faces a decisive juncture. Minister Patricia de Lille’s 2025/26 strategy blends experience, innovation, and a deep commitment to equity. By focusing on both immediate reforms and long-term investments, the government aims to build a tourism industry that is resilient, competitive, and inclusive. If realized, this vision will not only drive economic growth but will also unlock new opportunities for the nation’s diverse communities, ensuring the benefits of tourism are shared by all.
South Africa’s 2025/26 tourism strategy aims to use tourism as a powerful engine for inclusive economic development. The plan focuses on growing the economy while ensuring that the benefits of tourism reach all South Africans, especially those in remote, rural, and historically disadvantaged areas. It emphasizes job creation, local business support, environmental protection, and social equity through targeted investments, improved infrastructure, community empowerment, and innovation.
The Department of Tourism’s budget for 2025/26 is R2.434 billion. Key allocations include:
The government is also investing in new lodges, cultural centers, and heritage sites across provinces like Eastern Cape, Limpopo, KwaZulu-Natal, and Mpumalanga to diversify and enrich the tourism offering.
Technology is a cornerstone of the strategy for improving oversight, responsiveness, and transparency. The Department of Tourism is implementing a Digital Maturity Roadmap and a real-time tourism dashboard to monitor key indicators like employment, funding, and visitor trends. These tools help allocate resources effectively and allow stakeholders and the public to track progress through quarterly updates. Additionally, the strategy includes a Sector Risk and Mitigation Plan that uses data to manage health, safety, climate, and governance risks, ensuring the sector’s resilience.
The strategy recognizes that sustainable development requires ongoing support. Through the Aftercare Programme, community-run tourism businesses receive mentorship, marketing help, governance training, and asset protection. This approach is designed to build strong, locally-owned enterprises that can thrive independently over time. Programs like the Market Access Programme and Tourism Transformation Fund further empower small businesses and historically marginalized communities, fostering inclusive growth and redressing past inequalities.
South African Tourism is intensifying marketing campaigns targeting key international markets such as China, India, and BRICS+ countries. Efforts to improve air connectivity include supporting South African Airways in reinstating direct flights and securing new airline partnerships. The government also promotes business events, conferences, and international tourism investment through initiatives like the upcoming Tourism Investment Conference in Cape Town. These measures aim to increase visitor numbers and diversify tourism revenue sources.
Sustainability is a priority embedded throughout the strategy. The government allocates significant funding to programs that incentivize green tourism practices and social responsibility, such as the Green Tourism Incentive Programme. Policies are being updated to include climate adaptation and environmental protection measures. Moreover, the Sector Risk and Mitigation Plan includes climate change resilience, ensuring that tourism infrastructure and communities can withstand environmental challenges while preserving South Africa’s natural and cultural heritage for future generations.
If you have more questions about South Africa’s tourism vision or want details on specific programs, feel free to ask!
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