The South African Tourism Minister, Thula Mofokom, is calling on locals and international visitors to come and experience the diverse cultures, breathtaking landscapes, and warm hospitality that the country has to offer. Domestic Tourism: A Growing Market
Domestic tourism in South Africa continues to grow, with more and more people looking for unique experiences that are both affordable and accessible.

 
• Travellers are seeking budget-friendly accommodation options, making initiatives like Sho’t Left vital in ensuring that more South Africans can explore their own country.

 

• Lesser-known destinations are gaining popularity, with people opting for off-the-beaten-path adventures and deeper cultural experiences.

 

• Personalized travel experiences are key, with families, solo travellers, seniors, and adventure-seekers seeking tailored options, including accessible tourism and wellness retreats.

A recent insight from the 2024 Sho’t Left Travel Week campaign highlighted the importance of these trends, and Minister De Lille emphasized the significance of domestic tourism in sustaining and growing the sector. “Every night spent in a guesthouse, every meal at a local restaurant, and every souvenir bought from a market contributes to our economy,” Minister De Lille said. “By supporting local tourism, we ensure that the benefits of travel extend beyond major cities—promoting inclusive economic growth.”
International Tourism on the Rise
International visitors remain a key part of South Africa’s tourism strategy, with the country welcoming nearly 1.8 million international visitors in the first two months of 2025.

International travellers are drawn to South Africa for its diverse cultures, breathtaking landscapes, and warm hospitality. South African Tourism is highlighting these strengths to attract more visitors. “International travellers are attracted to South Africa for its unique cultural experiences, stunning natural beauty, and world-class cuisine,” Minister De Lille said. “We must continue to showcase what makes our country special and keep igniting the spirit of exploration.”
New Campaign: South Africa Awaits – Come Find Your Joy! South African Tourism recently launched its new global brand campaign, ‘South Africa Awaits – Come Find Your Joy!’ The campaign encourages travellers to rediscover South Africa with the wonder and excitement of a first-time visitor. “The new campaign is more than just a tourism campaign—it’s an invitation,” Minister De Lille said. “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.”
The campaign aims to inspire travellers to explore the country’s unique attractions, from vibrant cities to stunning national parks. “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. Key Points to Consider:

1. Domestic tourism is a growing market in South Africa, with travellers seeking affordable and unique experiences.
2. International visitors are also an important part of South Africa’s tourism strategy, with the country welcoming nearly 1.8 million visitors in the first two months of 2025.
3. South African Tourism is highlighting the country’s unique cultural experiences, stunning natural beauty, and world-class cuisine to attract more visitors.

By supporting local tourism, South Africans can contribute to the country’s inclusive economic growth and ensure that the benefits of travel extend beyond major cities. By supporting local tourism, we ensure that the benefits of travel extend beyond major cities—promoting inclusive economic growth.”
South Africa is calling, and the country is ready to welcome visitors from around the world. With its diverse cultures, breathtaking landscapes, and warm hospitality, South Africa is the perfect destination for anyone looking for a unique travel experience. Come and discover the joy of South Africa – ‘South Africa Awaits – Come Find Your Joy!’.