Tourism Month gets underway in South Africa today under the theme “Growing South Africa’s Tourism Sector in the Digital Era.”
Tourism Minister Patricia de Lille says the country’s tourism industry must start at home, with more South Africans encouraged to explore their own country.
Speaking at the recent launch of Tourism Month, De Lille said domestic tourism is a key pillar of a resilient tourism economy.
“Before we ask the world to discover South Africa, we must continue encouraging South Africans to discover their own country,” she said.
De Lille said every domestic trip contributes to the economy, whether it is a family weekend away, friends exploring another province or young people discovering destinations they have previously only seen online.
In the first half of 2026, South Africans took 21.2 million overnight trips, up 4% from 20.4 million during the same period last year.
While domestic tourism spending remains below last year’s levels, the number of holiday trips increased significantly. South Africans took 5.2 million holiday trips, a 36% increase compared with the same period in 2025.
“Domestic tourism matters. It is not a secondary part of our tourism economy. It is one of the foundations of a resilient tourism economy,” De Lille said.
She said growing domestic tourism requires cooperation between government, the private sector, provinces, cities, technology platforms, the media and tourism businesses.
Government must create an enabling environment, while tourism operators need to offer compelling, competitive and affordable products. Provinces and cities should also promote experiences beyond traditional tourism routes.
De Lille said technology and digital platforms have an increasingly important role to play by making tourism businesses and destinations more visible and easier to discover.
She also called on South Africans to become ambassadors for their own country.
“Tourism is not simply about travelling from one place to another. It is about creating jobs, supporting entrepreneurs, preserving our heritage, strengthening communities and building national pride,” she said.
Tourism Month is celebrated every September to promote domestic travel and showcase South Africa’s diverse tourism offerings.
The 2026 campaign places a strong emphasis on digital innovation, artificial intelligence and online discovery as drivers of tourism growth.
“Every journey has the potential to contribute to a stronger economy and a more inclusive South Africa,” De Lille said.
