When President Cyril Ramaphosa described tourism as a jewel in South Africa’s crown during the 2026 State of the Nation Address (SONA), the phrase captured national attention – yet across the sector, stakeholders argue that symbolism must now give way to structural inclusion.
Prince Matlakala, co-founder of the African Youth in Tourism Association, said the record-breaking 10.5 million arrivals represent a tidal wave of potential that, if harnessed correctly, can dismantle the recipient narrative and empower African youth to claim their seat at the global table.
While Ramaphosa noted that one job is created for every 13 international arrivals, Matlakala cautioned that the sector must interrogate the quality of those jobs.
“To make these opportunities meaningful, we must move beyond entry-level service roles. Tourism growth should fund leadership incubators that fast-track young professionals into senior management and digital tourism roles,” he said.
He added that if arrivals are at an all-time high, young African creators should be commissioned to tell the country’s tourism story. “We must shift from being the subject of the photograph to being the author of the brand,” he argued, warning that continued reliance on low-cost labour will not address high graduate unemployment.
Equalising wanderlust: ETA and market access
The expansion of the Electronic Travel Authorisation system is widely viewed as a critical reform. According to Matlakala, it represents more than administrative efficiency.
“For too long, it has been easier for a tourist from the Global North to traverse Africa than for a young person from Nairobi to visit Bloemfontein. A fully digital, frictionless ETA system reduces the hidden costs of travel, which are time and administrative red tape,” he told Vutivi Business News.
Industry body Tourism Business Council of South Africa echoed this position. CEO Tshifhiwa Tshivhengwa said that ease of access remains central to competitiveness.
“For long-haul markets in particular, certainty and speed in the visa process directly influence travel decisions. Faster, digital processing is a meaningful step forward,” he said. “When access improves, arrivals grow. And when arrivals grow, tourism supports more jobs and delivers greater economic impact.”
However, stakeholders emphasise that visa reform must be accompanied by improved air connectivity and intra-African route development if access reforms are to deliver their full impact.
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South Africa’s 10.5 million international arrivals in 2025 signal more than recovery
