Published on
August 20, 2025
Minister of Tourism of South Africa Patricia de Lille launched the official campaign of the country’s Tourism Month 2025 in Johannesburg, three days before its formal commencement on 1 September. While The aim to visit local destinations, noting that domestic travel has the ability to help small businesses, maintain culture, and lead to sustainable tourism growth. It also focuses on ensuring tourism contributes positively to social, environmental, and economic development.
Tourism Month Celebrations and Legacy
The 2025 Tourism Month campaign will culminate in World Tourism Day celebrations on 27 September in the Eastern Cape, marking the province where Tourism Month was first launched in 2007 at the Nelson Mandela Museum in Qunu. The launch at Parkview underscores the government’s commitment to supporting local tourism enterprises, from restaurants and lodges to cultural and heritage sites.
Tourism Month serves as a platform to highlight initiatives that strengthen sustainable tourism, promote domestic travel, and engage citizens in preserving South Africa’s rich natural and cultural heritage. It also draws attention to the sector’s contribution to job creation, economic resilience, and regional integration, making domestic tourism a cornerstone of long-term national growth.
Domestic Tourism: Driving Economic Growth
Minister de Lille stressed that domestic tourism remains a key driver for the sector. Encouraging South Africans to travel within their country not only supports local businesses but also reduces dependence on international arrivals. Domestic trips help maintain steady revenue streams, particularly in smaller towns and rural areas, while promoting cultural exchange and awareness among citizens.
Travel agencies, tour operators, and accommodation providers are expected to benefit from the increased domestic interest, while tourists gain the opportunity to experience diverse landscapes, historical sites, and unique cultural experiences—from the coastal beauty of the Eastern Cape to the bustling cities of Johannesburg and Cape Town.
Sustainability at the Core of Tourism Month 2025
Aligned with global efforts in responsible travel, the 2025 campaign emphasizes sustainable practices, including environmental conservation, responsible wildlife interactions, and cultural preservation. Tourism Month encourages eco-friendly travel options, community-based experiences, and support for locally owned businesses, ensuring tourism contributes positively to social, environmental, and economic development.
The theme “Tourism and Sustainable Transformation” reflects the government’s commitment to harnessing tourism as a tool for inclusive growth, highlighting programs and partnerships that empower local communities while preserving South Africa’s rich heritage for future generations. Now in its 28th year, Tourism Month has consistently promoted awareness of tourism’s potential to boost socio-economic development. This year’s theme, “Tourism and Sustainable Transformation”, focuses on responsible travel practices that benefit local communities while protecting natural and cultural resources.
New Initiatives for Tourism Promotion and Increased Inbound Visitors
Major events are also key drivers of inbound tourism. For instance, Cape Town’s International Jazz Festival, The World Rugby Championship, and the 2025 World Tourism Day celebration will attract thousands of tourists, both regionally and globally. Additionally, the government has emphasized hosting more cultural and sporting events to bring in visitors, as well as creating long-term tourism infrastructure to increase capacity and promote responsible tourism.
The promotion of local tourism experiences, such as wine tours in the Western Cape, mountain biking in the Eastern Cape, and surfing in Durban, has been boosted through targeted advertising in international markets such as Germany, China, and Australia.
Looking Ahead: Tourism Month 2025 Impact in South Africa
The Tourism Month 2025 campaign is intended to grow domestic tourism, raise public awareness of sustainable tourism practices, and promote South Africa’s international tourism reputation. Involving citizens, the private sector, and regional authorities, the campaign highlights tourism as an economic driver, cultural ambassador, and social transformation path. In the Tourism Month 2025 under the theme “Tourism and Sustainable Transformation,” encouraging domestic travel and supporting local tourism growth.
As South Africans participate in local tours, cultural activities, and ecotourism, the campaign will highlight the country’s varied attractions while upholding the value of responsible tourism for sustained industry development.
