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The Minister for Tourism Ms Patricia de Lille, said during a media briefing on Tuesday, tourism in South Africa is no longer a recovering industry, but is now a growing industry as it surpassed pre-COVID numbers in 2025.
Despite the onslaught by the United States on South Africa and the false narrative being paddled across the globe, people still see South Africa as an attractive tourist destination, also as an investment destination as it carries with it great lucrative potential.
According to de Lille, tourism is a key driver of economic growth, investment, and job creation in South Africa. She said between January and December 2025, South Africa welcomed 10.48 million international arrivals, a 17.6% increase compared to 2024 and the highest number of arrivals on record.
“This performance confirms tourism’s growing contribution to the economy,” said the Minister.
South Africa is well positioned to effectively compete on the global stage; it may also have a bit of unfair advantage given its diverse rich culture and heritage, coupled with global recognition in the tourism sector.
Patricia de Lille revealed that South Africa’s global competitiveness was further recognised when the country was named Best Destination: Africa 2025 by the Travel Weekly Reader’s Choice Awards. According to the Minister, this achievement reflects deliberate policy choices, focused implementation, and strong collaboration between the Government and the private sector.
Tourism is growing in the country and is making a significant contribution towards the economy of the country and its labour market. According to de Lille, tourism currently sustains 1.8 million direct and indirect jobs, with one job created for approximately every 13 international arrivals.
“Technology and Artificial Intelligence are reshaping tourism. South Africa launched the G20 Tourism Hackathon in 2025 and has since introduced Siyanda, an AI-powered travel assistant for North American travellers. South African innovation continues to receive global recognition, including awards for conservation-focused AI solutions.
South Africa’s strength as a business events destination continues to grow. In the current financial year, 51 MICE bids were secured, generating an economic impact of R894.5 million. Meetings Africa 2025 generated R690 million and supported 1,200 jobs, while Africa’s Travel Indaba contributed over R610 million and supported more than 1,000 jobs,” said Minister Patricia de Lille.
“Tourism is working. Tourism is delivering. And tourism will remain a cornerstone of inclusive growth, investment, and job creation in South Africa,” she concluded.
