Travel broadens the mind and fattens the economy
South Africa’s vibrant tapestry of landscapes, cultures and experiences has long captivated travellers, solidifying its position as a global tourism powerhouse. But the impact of this sector extends far beyond captivating moments and postcard-perfect vistas. Tourism in South Africa serves as a potent economic driver, fostering social cohesion and building bridges across diverse communities.
Last year witnessed a remarkable resurgence in tourism, with a 48.9% increase in international arrivals compared with 2022. This translates to 8.5million visitors traversing the country’s diverse terrain in 2023, injecting billions into the economy while also creating and sustaining jobs.
Of those visitors, 6.4-million, or a significant 75.6%, were from other African countries.
Domestic tourism has already surpassed preCovid numbers and we thank South Africans for their revenge travel.
The tourism sector’s contribution to GDP showcases its vital role in the economic and overall development of the country. The 2023 forecast for the tourism sector’s contribution to GDP is about 6.8%, with a rand value of about R459bn.
Beyond the immediate financial injection, tourism acts as an effective job creator.
Projections from the World Travel & Tourism Council suggest this number could be close to 1.3million jobs in the tourism sector for 2023, encompassing employment in hospitality and transportation or as cultural guides and artisans. Tourism not only empowers individuals but also fosters entrepreneurship and community development, particularly in rural areas.
The visitor economy, which encapsulates the interactions between locals, visitors and tourists, focuses on the elements that attract tourists for both personal and business reasons. Every interaction between a visitor and a local resident represents an opportunity for cultural exchange, dismantling stereotypes and promoting social cohesion.
Travellers become ambassadors, returning home with newfound perspectives and appreciation for the richness and diversity of South Africa.
The continued success of this sector is heavily reliant on infrastructure, services, benefits and the overall experience offered within the country. South Africa has so much more to offer than the usual safaris, sun, sea and sand, and it is our mission to give more exposure to the treasure trove of hidden gems in Mzansi.
Our greatest asset is our people; our warm, welcoming nature.
Take Millicent Shai, owner of the black womanowned Thaba Legae guest house in Rustenburg in North West who described the impact of the tourism sector’s recovery on her business as follows: “We are seeing a definite improvement in business, especially group bookings over the festive season and over long weekends. We are seeing more travel clubs and stokvels where people are coming together and just want to have fun. Covid has taught them to live your life now. They are making travel more affordable by clubbing their funds together and people are starting to appreciate their own provinces before they start venturing out. I have seen a 22% increase in business for December 2023, compared to December 2022.”
Tourism also empowers communities by showcasing their unique heritage and traditions. Local artisans benefit from increased demand for their crafts, while traditional dance troupes and musical groups find wider audiences.
As tourism flourishes, South Africa remains committed to responsible and sustainable practices. Initiatives such as the green flag ecorating programme ensure environmental protection, as does the department of tourism’s green tourism incentive programme, under which the department co-funds tourism establishments that retrofit their facilities with water- and
People are coming together and just want to have fun. Covid has taught them to live your life now Millicent Shai
electricity-saving technologies such as solar panels.
This project has benefited 173 tourism establishment across the country, representing an investment of more than R104m from the department of tourism. For this financial year, the department has set aside R199m for tourism businesses to apply for the incentive programme.
As South Africa embraces its tourism potential, the focus remains on inclusive growth. Investing in skills development and training programmes equips local communities to participate meaningfully in the sector.
Additionally, promoting regional tourism routes and diversifying offerings creates opportunities beyond traditional hotspots, ensuring the benefits of tourism are felt across the nation.
With a significant increase in international arrivals, the sector has injected substantial revenue into the economy, promising continued expansion.
As South Africa focuses on sustainable and inclusive tourism development, we aim to ensure that the benefits of this growth are equitably distributed, thereby cementing tourism’s role in the nation’s prosperous future.
The future looks bright as we work to ease visa regimes as this will simplify travel logistics, encouraging spontaneous trips and extended stays, ultimately translating into increased tourist spending and foreign direct investment.
South Africa’s recent success with visa waivers for up to 90 days for Kenya and other African nations is a testament to the potential impact — in 2023, South Africa’s visa-free travel policy catalysed a 99% surge in Kenyan visitors.
Our mission is to grow tourism exponentially and our efforts will be strongly focused on securing more direct flights, addressing visa matters, marketing our diverse offering and placing more focus on our hidden gems to showcase our truly unique cultures and experiences. This will ensure that tourism continues to enrich lives, build bridges, and propel the nation towards a brighter future.