Government to Boost Tourism Promotion Strategies to Restore Inbound Tourism Figures – Ramaphosa

In a move to restore South Africa’s tourism industry to pre-pandemic levels, President Cyril Ramaphosa announced the government’s intensified efforts to promote the country as a top tourism destination. This includes leveraging South Africa’s role as the host nation for the 2025 G20 Summit to position the country as a premier travel destination.

Scaling Up Tourism Promotion at the G20 Summit

South Africa took over the G20 Presidency on December 1, 2024, and will host the G20 Leaders’ Summit later this year. This provides a unique opportunity for the government to profile South Africa globally, highlighting the country’s vast tourism potential. Ramaphosa highlighted that the government will ramp up tourism promotion strategies as part of its commitment to revive inbound tourism numbers, which have been significantly impacted by the Covid-19 pandemic.

Boosting Inbound Tourism: Key Strategies

Ramaphosa outlined several measures aimed at improving the country’s tourism landscape, including:

• Enhanced Visa Regime: Simplifying the visa process for international tourists.
• Streamlined Tour Operator Licenses: Making it easier for tour operators to conduct business.
• Tourism Infrastructure and Services Investment: Increased funding to improve tourism facilities and services.
• Safety and Security Improvements: Ensuring that tourist sites are safe and secure for both local and international visitors.

In 2023, South Africa welcomed 8.5 million international tourists, contributing over R95 billion to the economy. The president emphasized that domestic tourism is a key pillar, with 21 million trips taken by South Africans between January and July 2024, further bolstering the tourism sector.

A Thriving Sector: Employment and Growth Opportunities

Tourism is a vital sector for South Africa’s economy, employing approximately 1.5 million people, both directly and indirectly. The Presidential Employment Stimulus continues to provide opportunities for youth, particularly in roles such as tourism monitors, and supports the growth of Small, Medium, and Micro Enterprises (SMMEs) in the tourism sector.

Ramaphosa also highlighted that sustainable tourism is becoming increasingly important, with more eco-friendly businesses and ventures emerging, in line with global sustainability trends. This is creating new business opportunities, especially in eco-tourism and cultural tourism, which are thriving alongside the country’s national parks, beaches, and heritage sites.

South Africa’s Natural Beauty: A Key Driver of Tourism Growth

South Africa’s natural resources, from stunning beaches and national parks to diverse biodiversity and cultural heritage, continue to attract millions of international tourists every year. Ramaphosa pointed out that tourism plays a significant role in supporting small businesses and driving the economy forward.

The new White Paper on the Development and Promotion of Tourism, released by Minister of Tourism Patricia de Lille in October 2024, will guide the country’s approach to building a more sustainable, competitive, and inclusive tourism industry.

South Africa’s Path to Tourism Recovery

The South African government’s robust strategies to boost inbound tourism, along with its efforts to leverage its G20 Presidency, are set to position the country as a leading tourism destination globally. With a focus on improving visa processes, tourism infrastructure, and safety, South Africa is on track to restore inbound tourism numbers and continue contributing to the economy through job creation and economic growth.

As the global tourism landscape recovers, South Africa is positioning itself to be at the forefront of sustainable tourism development, which will ensure that future generations benefit from the country’s natural heritage while driving shared prosperity.

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