South Africa’s tourism sector is positioning itself for a more tech-driven future following the launch of a Smart Tourism Visitor Information Centre (VIC) at OR Tambo International Airport.
Tourism Minister Patricia de Lille described the centre as a step toward modernising the sector and widening access for small tourism businesses.
The interactive, paperless hub provides real-time travel information and showcases cultural and heritage attractions from all nine provinces. It is designed not only for visitors, but also as a support channel for tourism enterprises, particularly those operating in remote towns and villages.
According to operators, such as Limpopo-based Borutho Tours and Travel, the centre offers long-awaited visibility. Founder Liorna Berend said the digital platform could finally connect rural tourism businesses with international travellers.
“The VIC aims to connect travellers with local communities and small tourism businesses, including those in remote areas like us. Our businesses will be exposed to the world, and we will see more revenue and potentially more jobs for our communities,” she said.
Berend added that her business already serves international clients and is prepared for broader exposure, but needs clarity on how small operators can be included in the digital hub.
She expects the VIC to make it easier for travellers to discover products such as community tours and cultural experiences that traditionally rely on word-of-mouth marketing.
However, she noted that many small operators still face challenges in meeting digital requirements and improving their technological skills.
In Mpumalanga, Kruger Lowveld Tourism COO Nomkhosi Tshabalala said the centre could place lesser-known tourism offerings on a global stage due to the volume and diversity of international arrivals at OR Tambo.
“As a DMO, we are ready to take advantage of this platform and have already contributed content that will create awareness of our region,” she told Vutivi Business News. She cautioned, however, that SMEs may struggle with content development, an issue also raised in the Mpumalanga Declaration at the G20 Tourism Ministers’ meeting.
She believes targeted training is needed so small businesses can produce material that meets digital standards.
Tshabalala highlighted the broader opportunity, which is access to cost-effective global marketing through evolving tourism technologies.
The Smart VIC also introduces a digital tourism complaints management system, allowing travellers to log issues electronically, with six information officers on site to assist.
De Lille said the centre is the first step toward a fully integrated digital experience that will eventually include a smart visitor app offering navigation tools, curated itineraries, transport options, and province-specific content.
Beyond visitor services, the department sees the VIC as an ICT support point for tourism businesses that lack digital infrastructure. The hub is expected to help small operators tailor their products using consumer data and gain exposure as part of a unified national platform.
Tourism Business Council of South Africa CEO Tshifhiwa Tshivhengwa welcomed the initiative, saying it aligns with plans to roll out additional digital centres across the country.
The launch forms part of the broader Tourism Growth Partnership Plan, which aims to deepen government-private sector collaboration over the next five years to boost tourism growth and job creation.
