The South African Department of Tourism’s new strategic plan for 2025-2030 has a primary stated aim of increasing tourism’s economic contribution through geographic, year-round spread of visitor volumes and revenue. But sector leaders have called for a more in-depth, targeted explanation of the public-private sector interventions that will achieve this goal.
The latest International Tourism report from Statistics South Africa shows that overseas arrivals between January and the end of April totalled just over 819 000, an encouraging 4.7% higher than in the same period in 2024. However, that figure is still hovering at just 88% of pre-COVID 2019, prompting earnest industry discussions on the need for impactful strategic interventions to accelerate recovery and broaden geographic spread.
The Department of Tourism’s 2025-2030 Strategic Plan aims to grow annual international arrivals (including intra-African arrivals) from the 8.81 million recorded in 2024 to 15 million by 2030.
Stated interventions include reducing visa turnaround times for travellers from key trading partners such as China and India to a maximum of five days, and effectively implementing the recently approved National Route Development Marketing Strategy.
Lacking in detail
Meanwhile, South African Tourism’s 2025/6 Annual Performance Plan (APP) shows that the state-owned DMO has been allocated a budget of just over R1.5 billion (€74 million) this year – an increase of 10% from 2024/5 – across its five programmes:
- Corporate Support
- Business Enablement
- Leisure Tourism Marketing
- Business Events
- Tourist Experience
Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, the umbrella body for the country’s private-sector tourism associations, said the APP lacks detail on the mechanisms that would be used to achieve its aims of growing international tourist arrivals, increasing visitor spend and broadening geographic spread.
“We can’t comment on the plan currently because there is a lack of information on specific projects and interventions. We are engaging with government to better develop these targeted programmes and sharpen the strategic intent,” said Tshivhengwa.
Digital transformation versus travel trade engagement
SA Tourism Board Chairperson Gregory Davids said, in a preface to the APP, that much of the DMO’s focus would lie in leveraging digital marketing platforms.
“Our efforts will focus on leveraging digital marketing platforms and data-driven insights to inform strategies that address the evolving needs of domestic and international travellers,” said Davids.
SA Tourism is aiming to develop its Integrated Digital Marketing Strategy for implementation this financial year. The strategy will focus on “supporting global and domestic marketing strategies that promote South Africa’s tourism offerings and showcase exceptional tourism experiences so as to create demand and promote brand visibility”.
Tourvest Destination Management CEO Martin Wiest said, while digital marketing is crucial, resources could be better allocated to the revival of joint marketing agreements with the private sector.
“SA Tourism historically had joint marketing agreements in place with the private sector to co-fund activities such as familiarisation trips and events. In my view, the value of this type of marketing – where the travel trade from our key source markets experiences the country themselves – is unparalleled, especially given the negative narratives that have been perpetuated of late,” said Wiest.
“SA Tourism’s country offices need to be more deeply aligned with the travel industry and the distribution networks that are essential for selling South Africa as a destination,” he added.
Wiest also encouraged government to focus on strengthening the institutional capacity of SA Tourism, building air access and easing visa regulations.
Business tourism in the spotlight
The most significant increase in SA Tourism’s budget is in its business tourism programme, which has been allocated just over R300 million (€14.7 million), a 32% increase from 2024/5.
Glenton de Kock, CEO of the Southern African Association for the Conference Industry (SAACI), appealed for the increased budgetary allocation to be supported by “strategic and sustained long-term commitment” to the sector.
“We cannot underplay the significance of the meetings and events industry in South Africa’s broader tourism and economic narrative. The return of global conferences, regional forums and association meetings has the potential to directly support SMMEs, upskill youth and shift economic activity into previously underrepresented areas of the country,” De Kock said.
He urged the increased funding to be directed to the support of agile, well-structured bids for business events, SMME development and integration, high-impact buyer acquisition programmes, market intelligence and modernisation of funding mechanisms.
“We believe it is critical that SA Tourism shifts from consultation to meaningful co-creation in a structured manner with the private sector, especially with associations like SAACI, whose members deliver the business events product on the ground every day,” said De Kock.
He echoed Wiest’s sentiments on the need for joint marketing campaigns that would position South Africa as a global MICE leader.
“Our collective success depends on aligning strategic priorities and implementation timelines where private-sector expertise helps guide investment decisions that result in measurable growth and impact. To unlock the full potential of South Africa’s business events sector, we must design a future where public-private alignment isn’t an afterthought – it’s the foundation.”
