With the Easter long weekend fast approaching, De Lille launched the Easter Campaign at Twin Venture, based at the Atlantis Dunes in Cape Town. Specialising in Quad biking and sandboarding, the choice of venue was aimed at showcasing the variety of experiences for visitors to SA, especially in smaller towns.
Speaking at the event attended by tourism business owners, industry associations, media and content creators, De Lille emphasised the importance of both domestic and international travel in sustaining and growing the tourism sector.
Domestic Tourism: A Growing Market
Domestic tourism in SA continues to perform well, with travellers increasingly looking for affordable and unique experiences. Recent insights from the 2024 Sho’t Left Travel Week campaign highlighted key trends shaping local travel with affordability a priority. Travelers are looking for more budget-friendly accommodation and experiences, making initiatives such as Sho’t Left vital to ensure more South Africans are able to explore their own country. There is also a demand for lesser-known destinations as more South Africans are seeking off-the-beaten path adventures, opting for places with fewer crowds and deeper cultural experiences.
Personalised travel experiences are considered of major importance. Families, solo travellers, seniors and adventure seekers are all looking for individually tailored travel options, including accessible tourism and wellness retreats. “Every night spent in a guesthouse, every meal at a local restaurant and every souvenir bought from a market, contributes to our economy. By supporting local tourism, we ensure that the benefits of travel extend beyond major cities, promoting inclusive economic growth,” De Lille said.
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International Tourism on the Rise
Luring international visitors remains a high priority for SA’s Africa’s tourism strategy. During the first two months of 2025, the country welcomed nearly 1.8 million international visitors. This is an increase of 4.7% compared to the same period last year. “International travellers are drawn to South Africa for its diverse cultures, breath-taking landscapes and warm hospitality. We must continue showcasing what makes our country special and keep igniting the spirit of exploration,” the Minister added.
South Africa Awaits – Come Find Your Joy!
To further promote tourism, SA Tourism recently launched its new global brand campaign: ‘South Africa Awaits – Come Find Your Joy!’ This campaign encourages travellers, local and international, to rediscover SA with the wonder and excitement of a first-time visitor. “This is more than a tourism campaign, it’s an invitation. Whether you’re a young family, a group of friends, an adventure junkie, or someone who just needs a break, South Africa has something for you,” Minister De Lille said. She urged travellers to take advantage of the upcoming long weekend to explore, support and experience local business. “Take the trip. Book the stay. Discover the dorpie. Dance at the festival. Visit the market. Eat the magwinya. Support local. Make the memory. Take that Sho’t Left! Our country is calling. South Africa Awaits – Come Find Your Joy!” the Minister concluded.
