South Africa’s tourism industry has achieved unprecedented success in 2025, with Minister of Tourism Patricia de Lille highlighting the sector’s crucial economic contribution during a press briefing this week.
The country welcomed 10.48 million international arrivals between January and December 2025, marking a 17.6% increase compared to 2024 and representing the highest number of arrivals on record. This performance underscores tourism’s growing role as a driver of economic growth, investment, and job creation.
Best Destination: Africa
South Africa’s tourism prowess received international acclaim when the country was named Best Destination: Africa 2025 by the Travel Weekly Reader’s Choice Awards. According to Minister de Lille, this achievement reflects deliberate policy choices, focused implementation, and strong collaboration between government and the private sector.
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Cabinet has endorsed the Tourism Growth Partnership Plan, developed jointly with industry stakeholders and led by the South African Tourism Business Council. The plan centres on five key priorities and features a real-time performance dashboard to ensure accountability and delivery.
Enhanced access and connectivity
The Department of Home Affairs is implementing the Electronic Travel Authorisation (ETA) system, beginning with key markets including India, China, Mexico, and Indonesia. The system follows a successful pilot during the G20 Summit, with full rollout projected to create between 80 000 and 100 000 jobs.
Air connectivity improvements include new routes such as Qantas’ direct Perth–Johannesburg flight, Air France’s seasonal daily service to Cape Town, SAA’s Cape Town–Mauritius route, and expanded domestic connectivity through FlySafair’s Hoedspruit–Cape Town service.
Provincial performance and safety measures
Coordinated destination marketing has strengthened collaboration across national, provincial, and local government levels. KwaZulu-Natal recorded a strong festive season with Durban welcoming 1.2 million visitors, whilst the Free State’s Kgodumodumo Dinosaur Interpretive Centre in Golden Gate Highlands National Park has attracted over 80 000 visitors and generated more than R1 million in revenue since opening.
The Tourism Safety Forum, chaired by Deputy Minister Maggie Sotyu, continues coordinating public and private sector security efforts. During the festive season, 1 500 tourism monitors were deployed nationally, including over 400 supporting the Border Management Authority.
Investment and innovation
The inaugural 2025 Tourism Infrastructure Investment Summit launched eight bankable projects worth approximately R1 billion, with three projects already securing funding. Major investments, including the R2.5 billion Club Med development in KwaZulu-Natal, demonstrate strong investor confidence.
Technology advancement continues with the introduction of Siyanda, an AI-powered travel assistant for North American travellers, following South Africa’s hosting of the G20 Tourism Hackathon in 2025.
Economic impact
Tourism currently sustains 1.8 million direct and indirect jobs, creating approximately one job for every 13 international arrivals. In the current financial year, 51 MICE bids were secured, generating an economic impact of R894.5 million.
Major events contributed significantly to the economy, with Meetings Africa 2025 generating R690 million and supporting 1 200 jobs, whilst Africa’s Travel Indaba contributed over R610 million and supported more than 1 000 jobs.
Following the successful hosting of the G20 Tourism Ministers’ Meeting, the World Economic Forum will host a Special Davos Meeting in South Africa next year.
“Tourism is working. Tourism is delivering. And tourism will remain a cornerstone of inclusive growth, investment, and job creation in South Africa,” Minister de Lille concluded.
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