Johannesburg: Tourism Month kicks off in South Africa today under the theme: "Growing South Africa's Tourism Sector in the Digital Era".
According to South African Government News Agency, Tourism Minister Patricia de Lille emphasized the importance of domestic tourism at the launch of Tourism Month. She stated that tourism begins at home and encouraged South Africans to explore their own country before inviting international visitors. De Lille highlighted the interconnectedness of the region through history, culture, and travel, urging South Africans to discover the diverse experiences available within their country.
De Lille pointed out the economic impact of domestic travel, noting that every trip taken by South Africans contributes to the national economy. In the first half of this year, locals made 21.2 million overnight trips, reflecting a 4% increase from last year's figures. Although overall spending is down compared to the previous year, holiday trips have surged by 36%, with 5.2 million holiday trips recorded.
The minister stressed the significance of domestic tourism as a fundamental element of a resilient tourism economy. She called for collective participation in fostering domestic travel, highlighting that it is not solely the government's responsibility. De Lille urged the private sector to create competitive and affordable tourism products, while provinces and cities should promote experiences beyond traditional routes. She also emphasized the role of technology platforms, media, and content creators in enhancing the visibility of tourism offerings.
De Lille encouraged South Africans to become ambassadors for their country, underscoring the broader impact of tourism on job creation, entrepreneurship, heritage preservation, community strengthening, and national pride. She emphasized the need for continuous innovation in tourism businesses to foster a stronger and more inclusive economy.
Tourism Month, celebrated annually in September, aims to promote domestic travel and showcase South Africa's diverse tourism offerings. This year's campaign focuses on digital innovation, artificial intelligence, and online discovery as pivotal drivers of tourism growth.