Mpumalanga has officially launched Tourism Month at the scenic Loskop Nature Reserve under the theme, “Growing South Africa’s Tourism Sector in the Digital Era,” on August 31.
The launch was led by the MEC for Economic Development and Tourism, Jesta Sidell, in collaboration with the Mpumalanga Tourism and Parks Agency (MTPA).
The event highlighted the province’s commitment to eco-tourism, biodiversity conservation and expanding economic activity beyond established tourism routes. Tourism Month is recognised globally and nationally in September and culminates in World Tourism Day on September 27.
Sidell said the province’s focus was aligned with national objectives to strengthen domestic tourism while using digital innovation to reduce barriers for Micro, Small and Medium Enterprises (MSMEs).
The MEC also linked the launch to the conclusion of Women’s Month, saying the focus must shift from celebration to structural transformation. She highlighted the importance of ensuring that female-owned businesses gain equitable access to procurement, tourism supply chains and business development opportunities.
“Bridging the gender digital divide is essential,” Sidell said, emphasising the need for women to access digital tools, training and platforms as the tourism sector moves towards greater digitalisation.
This year’s programme is aligned with the UN Tourism theme for World Tourism Day, “Digital Agenda and Artificial Intelligence to Redesign Tourism.” Mpumalanga plans to expand digital marketing, use artificial intelligence and social commerce to connect tourism operators with travellers, while targeted digital training will assist rural and township entrepreneurs.
During Sho’t Left Travel Week and Mahala Week, entry fees will be waived or deeply discounted at provincial nature reserves, including Loskop, Blyde River Canyon and Manyeleti.
The province also highlighted progress at Loskop Dam through a 25-year partnership between MTPA and WeWild Africa established in 2024. The reserve’s performance assessment improved from 52% in 2023/24 to 65% in 2025, with a target of 75% in 2026.
Sidell said the ambition was to position Loskop Dam as a credible Big Five destination while ensuring tourism growth benefits local communities through employment, SMME development, procurement, guiding, food production, crafts and cultural experiences.
The September programme includes tourism expos, careers initiatives, familiarisation tours and conservation activities. Provincial Tourism Day will be held on September 26 in Dullstroom.
The MEC called on the media and residents to help showcase Mpumalanga’s landscapes, wildlife, culture and people, urging communities to travel and support local tourism businesses.
