Industry experts have called for stronger links between South Africa’s tourism and creative sectors, saying the country’s art, design and cultural industries remain an underutilised asset in attracting international visitors.
Speaking at the recent SATSA Conference on unlocking South Africa’s creative soul, Thabo Modise, Founding Director of Toura Travel Therapy, said the country’s creative industries contribute almost R161 billion (US$9.3 million) to the economy each year, or about 3% of GDP, placing the sector on par with power and agriculture.
“The creative industry has potential. That’s why we advocate for collaboration between the art industry and the tourism sector,” Modise said.
Modise emphasised that 40% of international tourists are motivated primarily by culture, according to the UN World Tourism Organisation. “Art is not only nice to have. It’s an essential driver of tourism,” he added. “Beyond the numbers, art matters because it tells stories, documents our past and celebrates our resilience. It allows us to reclaim our stories and identities as a continent.”
He urged the tourism sector to reimagine itineraries that go beyond traditional wildlife and wine experiences to include artistic encounters, gallery walks and creative workshops, describing this as “our new gold”.
This sentiment aligns with the approach taken by Mount Nelson, A Belmond Hotel, which focused on integrating creativity into the visitor experience.
Patrick Fisher, GM of Mount Nelson, said: “At Mount Nelson, our collaborations with extraordinary talents and organisations such as Thebe Magugu, the Norval Foundation and RESERVOIR Projects allow us to showcase Cape Town as what it is: a vibrant, cultural city,” Fisher said. “These partnerships bring our heritage to life in contemporary ways and give our guests experiences that are unforgettable, meaningful and distinctly South African.”
He said the upcoming Thebe Magugu Suite and the Confections x Collections series curated by Twyg are examples of how the hotel integrates design, fashion and gastronomy into hospitality. “Working with local creatives brings a remarkable depth and authenticity to everything we do,” he said.
“Supporting African artists and designers not only enriches the guest experience; it also helps to empower the creative community, building a sustainable, thriving sector that strengthens the local cultural and tourism landscape for the long term.”
Modise and Fisher agree that collaboration between hospitality and the creative sector can elevate South Africa’s global positioning. “When we highlight art, we profile our cities in their greatest light,” Modise said. “Cities are remembered not only by their skylines but by their soul and Johannesburg’s soul is art.”
Fisher added: “Creative and cultural collaborations are central to our future. They allow us to offer experiences that are contemporary, rich in story and undeniably South African. Engaging with the creative community is a joyful way to remain relevant to travellers.”
