Small businesses in the tourism and hospitality sector are preparing to capitalise on the upcoming Easter period, with operators anticipating a surge in travel demand driven by family holidays, group travel, and increased regional tourism activity.
For some SMEs, the Easter long weekend is already delivering early gains. Mfundo Ngcangca, CEO of Shepherd Tourism Tours, said the business has begun receiving international visitors, including a group of tourists from Ghana participating in educational programmes in the Free State.
“The Easter period has a significant impact on our business, particularly with increased tourism activity in retail and hospitality. It is a family-focused travel period, aligned with school holidays, which drives demand for travel services,” Ngcangca said.
Free State positioned as emerging destination
Ngcangca added that the period presents strong marketing and revenue-generating opportunities for tourism businesses, allowing them to implement dynamic pricing strategies and promote tailored offerings.
To prepare for the expected influx, Shepherd Tourism Tours is hosting familiarisation trips across the province, targeting travel agents and tour operators from other African countries.
“This will position the Free State as a viable destination while building partnerships that can bring in more tourists beyond peak periods,” he said.
Travel agencies ramp up offerings
Similarly, Soweto-based Tlhari Travel is experiencing heightened demand ahead of the holiday. Director Vivian Hlayisi described Easter as one of the agency’s peak seasons, with a notable increase in bookings compared to an average month.
“We are seeing strong interest in family getaways, group travel, and local luxury experiences. Many clients are taking advantage of the long weekend to travel within South Africa and to neighbouring countries,” Hlayisi said.
To meet demand, the agency has secured early allocations with hotel and transport partners and introduced curated Easter packages, including family-friendly deals, cultural tours, and safari experiences. The company has also intensified its digital marketing efforts through WhatsApp, email campaigns, and social media platforms.
Hlayisi noted that while Easter delivers a short-term revenue boost, it also plays a strategic role in building long-term client relationships.
“It is not just about immediate sales. This period helps us attract new customers who often return, strengthening brand loyalty and future business growth,” she said.
Industry warns of ongoing pressures
However, industry leaders caution that while peak periods like Easter provide relief, they do not fully offset broader challenges facing the sector.
Federated Hospitality Association of South Africa (FEDHASA) national chairperson Brett Tungay said the domestic tourism market remains under pressure due to economic stagnation, particularly affecting smaller establishments and those outside prime tourism destinations.
“We continue to see weak demand outside of public holidays. While Easter and other long weekends do boost revenue, they are not enough to compensate for losses during off-peak periods,” Tungay said.
Tungay emphasised the need to grow international tourism beyond traditional hotspots such as the Western Cape and Kruger National Park, arguing that increased foreign arrivals could unlock significant capacity across the hospitality value chain.
“If we get this right, the sector can accommodate up to five times the current number of international tourists, benefiting everyone from small bed-and-breakfasts to large hotel groups,” he said.
Balancing opportunity with operational challenges
Despite the optimism surrounding peak travel periods, operators like Ngcangca highlight the operational challenges that come with increased demand, including managing cash flow, staffing, and stock levels.
“Proper planning and forecasting are essential to ensure businesses can maximise the opportunity while navigating the pressures of the holiday season,” he said.
As the Easter weekend approaches, the sector remains cautiously optimistic, with SMEs balancing short-term gains against the need for sustained, year-round recovery.
