The vibrant heart of Johannesburg’s Parkview served as the launchpad for a nationwide celebration of heritage and economic rejuvenation this week, as the 28th edition of the South Africa Tourism Month was officially inaugurated at the iconic Sakhumzi Restaurant.
With the historic locales of the Eastern Cape and Qunu also central to this year’s narrative, the campaign sets out to powerfully underscore the critical role of domestic travel in the nation’s prosperity.
This annual initiative, spearheaded by the national government, aims to galvanize citizens to explore the rich tapestry of their homeland, fostering a deeper connection to its places and people while driving significant economic growth from within.
The 2024 South Africa Tourism Month is a month-long, nationwide campaign running from September 1st to September 30th. It is a focused government-led initiative designed to highlight the immense value of the tourism sector to the country’s economy. This year’s proceedings operate under the urgent and relevant theme of ‘Tourism and Sustainable Transformation’. The campaign was formally launched by the Minister of Tourism, Patricia de Lille, signaling the start of a concerted push to encourage South Africans to become tourists in their own country. The month of celebration and promotion will culminate in the commemoration of World Tourism Day on September 27th, an event which will see officials return to the Eastern Cape, the very province where the first Tourism Month was launched in 2007 at the Nelson Mandela Museum in Qunu.
The Department of Tourism is the primary government body championing this initiative. The campaign, however, involves a collaborative effort that includes provincial tourism authorities, private sector tourism operators, and, most importantly, the South African public. The strategic vision is to create a culture of domestic travel, where citizens actively participate in and contribute to the tourism economy. By targeting locals, the South Africa Tourism Month seeks to build a resilient and robust tourism industry that is not solely dependent on international arrivals, ensuring a more stable and sustainable economic foundation for the countless communities that rely on tourism for their livelihoods.
The launch event was strategically held at Sakhumzi Restaurant in Parkview, Johannesburg, a location synonymous with local entrepreneurial success and cultural vibrancy. This choice reflects the campaign’s grassroots focus. The commemorative events for World Tourism Day will take place in the Eastern Cape, bringing the celebration full circle to its origins.
The inaugural South Africa Tourism Month was launched in 2007 in the historically significant village of Qunu, forever linking the campaign to the legacy of Nelson Mandela and the nation’s journey of transformation. This geographic spread, from the bustling economic hub of Johannesburg to the culturally rich landscapes of the Eastern Cape, is designed to showcase the diverse travel opportunities available across the nation.
Pre-pandemic figures showed the sector employed a substantial portion of the nation’s workforce. While the global travel halt presented unprecedented challenges, domestic tourism has been identified as the key driver of the sector’s recovery.
Domestic travel expenditure has not only recovered but has begun to exceed pre-pandemic levels, demonstrating the immense potential of the local market.
This campaign is a direct strategy to further harness that potential, ensuring that money spent on leisure circulates within South Africa, thereby protecting and rejuvenating tourism supply chains, supporting small businesses, and sustaining jobs.
The government’s responsible tourism policy framework guides this vision.
Sustainable transformation in this context involves promoting tourism that minimizes negative environmental impacts, respects local cultures, and provides tangible economic benefits for host communities. It encourages the support of small, locally-owned tourism enterprises and the development of quality tourism products and services that are accessible to all.
The South Africa Tourism Month will champion these principles, showcasing travel experiences that are not only enjoyable but also contribute positively to the nation’s long-term developmental goals, ensuring the preservation of South Africa’s natural and cultural heritage for generations to come.
