- Deputy Minister of Tourism, Honourable Maggie Sotyu
- Director General at the Department of Tourism, Mr Victor Vele
- DDGs of the Department of Tourism;
- Executive Management of South African Tourism
- Board members of the various Provincial Tourism Authorities
- Board Chairperson of the Tourism Business Council of South Africa, Mr Jerry Mabena
- Board Chairperson of Johannesburg Tourism Company, Ms Nandipha Zonela
- Chief Executive Officer of the Tourism Business Council of South Africa, Mr
- Tshifhiwa Tshivhengwa
- Chief Executive Officer of Gauteng Tourism Authority, Ms Sthembiso Dlamini
- Chief Executive Officer of Johannesburg Tourism Company, Mr Thandubuhle Mgudlwa
- Representatives from City Sight Seeing Red bus tour
- CEOs and Executive Management of Provincial Tourism Authorities
- All our Tourism Stakeholders and partners,
- Esteemed media representatives,
- Ladies and Gentlemen. Welcome to you all
All protocol observed.
It feels so good to be in the vibrant province of Gauteng, the heartbeat of South African culture, commerce, and creativity.
Later next month, we will return to this province to commemorate World Tourism Day, but today we begin our national reflection and celebration under a theme that could not be more urgent or more relevant: “Tourism and Sustainable Transformation.”
This is a national imperative. A collective call to grow the tourism sector in a way that is equitable, future-focused, and inclusive of all South Africans thereby contributing to growing direct employment and ultimately contribution to GDP.
Tourism for South Africans, by South Africans
Tourism Month is our call to every South African: Travel your country – after all, It’s Your Country, Enjoy it because there is nothing more fun than a Sho’t Left.
This is how we make transformation tangible, by ensuring tourism reaches every province, not just a privileged few. Whether it is a guesthouse in Bizana, a walking tour in Mamelodi, or a coffee shop in Springbok, these experiences matter. And when they succeed, local economies flourish.
So far we have 456 deals loaded for our Sho’t Left Travel Week whichwill start on the 8th of September and end on the 14th of September.
Tourism as a Driver of Economic Growth
Tourism is one of the most dynamic sectors of our economy. In 2024 it supported 1.8 million jobs. This sector is a lifeline for countless entrepreneurs and families, and it has the potential to deliver even more if we remain focused on long-term, inclusive growth.
Through initiatives like the Tourism Transformation Fund, the Department of Tourism has committed millions of rands to support Black-owned, women-led, and youth-driven enterprises thereby contributing to job creation.
These programmes are not just about numbers. They are about real people and real progress whose success reminds us of what is possible when policy meets purpose.
Talking about numbers though, between January and June 2025, South Africa welcomed 4,97 million tourists , an 11.9% increase compared to the same period in 2024. This significant growth reflects the impact of our work in collaboration with sector across key regions.
Africa remains a powerhouse of growth and continues to deliver remarkable results, achieving a 14.2% increase (3,85 million arrivals).
Transformation Must Be Bold, Inclusive, and Youth-Driven
It is vital that we support the growth of both small and large black- owned businesses. Thriving businesses are built on connection and on collaboration, diverse networks, and the free flow of ideas. We must be deliberate with driving innovation to ensure long-term sustainability and transformation.
To truly transform our tourism sector, we must expand the economy, stimulate demand for a broader and more diverse range of experiences, and actively bring more of South Africa’s youth into the fold.
Our youth need us. According to the unemployment figures released yesterday – 51.35% of our youth are not in jobs or a form of training. Under the expanded definition the number is much higher.
Fresh thinking, bold ideas, and next-generation entrepreneurs must power transformation.
We must achieve it through collaboration, competence, and by creating an environment where innovation thrives and everyone has a fair chance to contribute.
Empowerment Through Market Access and Partnerships
Transformation cannot happen in isolation, it must be backed by access to markets and real visibility. That is why South African Tourism together with the Department of Tourism, in partnership with our provinces, actively takes small and emerging tourism businesses to major trade shows, locally and globally. These platforms provide crucial market access and allow the world to discover the authentic diversity of South Africa’s tourism offerings, particularly those from underrepresented communities.
South African Tourism also invests in traditional and new marketing initiatives that profile these smaller businesses, because when travellers and buyers understand the unique character of township, rural, and heritage tourism, they are more likely to engage, support, and promote it.
Today we have just heard from Buhle Magwentshu of Asmara, Mapholo Ratau of Ledikana and Zandra Habana of Inkezo. These are all powerful examples of empowerment.
In partnership with Sigma International and the SATSA Tourism Business Incubator, City Lodge Hotels, a proudly South African hospitality group with 58 hotels across Southern Africa, have the Enterprise and Supplier Development (ESD) programme, a model of intentional, practical transformation.
It is so remarkable that to date, this programme has empowered 47 tourism-focused SMMEs, offering tailored business development support and integrating these businesses into the hotel group’s procurement value chain. Backed by a network of over 30 expert partners and operational across City Lodge’s national hotel network, the initiative is grounded in mentorship, business coaching, branding, digital transformation, and AI-driven tools.
This is exactly the kind of shared commitment and ecosystem-building we want to see replicated across the sector. It shows how corporates, small businesses, and government can work together to drive real, measurable change.
Through South African Tourism, we are also advancing inclusive participation through:
- The Basic Quality Verification (BQV) programme, designed to bring informal and township tourism operators into the formal economy. The Deputy Minister referred to this a little earlier
- Our work with partners such as SATOVITO, who are enabling township-based and rural SMMEs to become competitive, compliant, and visible. The objectives of this collaboration include promoting lesser-known township and village destinations to domestic travellers, and driving footfall and tourism spend in under-visited areas as well as facilitating local business development, product visibility, and networking amongst others.
South Africa on the Global Stage
This year, South Africa proudly holds the Presidency of the G20, and in just a few months, we will host the first-ever G20 Leaders’ Summit on African soil. As we build up to the main event, support for public-private partnerships that broaden access to procurement and business opportunities has remained a top priority.
Conclusion
Let me extend my gratitude to Gauteng Tourism, Johannesburg Tourism Company and all the stakeholders, not just for hosting today’s event, but for your continued leadership in displaying how provinces can tell their unique tourism stories. From the cosmopolitan pulse of Johannesburg to the historic sites of Tshwane and the townships that hold generations of culture and resilience, Gauteng is a testament to South Africa’s diversity.
As we launch Tourism Month 2025 today, I leave you with this:
- Let us grow this sector through new ideas and new voices.
- Let us put youth at the centre of transformation.
- Let us support local, travel consciously, and tell our stories with pride.
- And let us commit, together, to building a tourism sector that reflects who we are, serves where we live, and includes everyone.
Let us also remember to continue to extend our invitation to the world, reminding them that - South Africa Awaits: Come Find Your Joy!
Thank you.