Small scale tourism businesses are optimistic that South Africa’s new Electronic Travel Authorisation (ETA) system will open international markets and boost revenue, but some warn that poor provincial marketing and infrastructure could limit the benefits.
The ETA, introduced by the Department of Home Affairs in collaboration with the Department of Tourism, allows visitors from China, India, Mexico, and Indonesia to apply for entry visas online. Tourism Minister Patricia de Lille said the system could attract up to one million additional visitors each year and create between 80,000 and 100,000 new jobs.
“We have been working tirelessly with the Department of Home Affairs to ensure that travel to South Africa becomes simpler, faster, and more competitive. This system opens doors for growth, jobs, and transformation, particularly for SMMEs in accommodation, tours, and hospitality,” De Lille said.
The new digital system signals a fresh opportunity to expand for entrepreneurs like Mfundo Ngcangca, Managing Director of Shepherd Tourism Tours in Bloemfontein, . His company offers inbound, outbound, and domestic tour packages across South Africa.
“Shepherd Tourism Tours is always prepared to spearhead and take advantage of the electronic travel authorisation, as many international tourists prefer it,” Ngcangca said. “But our biggest concern is that the Free State is often left behind. We have exciting destinations to showcase, yet our province is rarely prioritised in national tourism campaigns.”
Ngcangca believes that a fairer distribution of marketing efforts could help smaller operators tap into the expected increase in tourist arrivals. “These initiatives can help us promote responsible tourism, create jobs for women, youth, and people with disabilities, and attract visitors through better infrastructure,” he added.
In Gauteng, where the majority of international visitors arrive through the OR Tambo International Airport, businesses are preparing for an anticipated surge in demand.
Barba Gaoganediwe, Chief Marketing Officer at the Gauteng Tourism Authority, said the ETA rollout fits neatly into the province’s broader tourism growth strategy.
“The rollout of the ETA will bring immense economic benefits for Gauteng, especially because the majority of international flights land at ORTIA. While it is targeting G20 delegates for now, the plan is to extend it to the wider public,” Gaoganediwe said.
He noted that easier visa processes tend to increase visitor numbers and spending.
“When visa procedures are simple, more people choose that destination over others with stricter rules. More visitors mean higher spending in accommodation, attractions, transport, shopping, and local experiences, boosting the local economy,”Gaoganediwe said.
Gaoganediwe said township-based SMEs remain central to Gauteng’s recovery strategy.
“The influx of tourists resulting from these developments will strengthen community upliftment through sustainable job creation,” he said.
Still, he warned that infrastructure and connectivity remain challenges.
“We need to strengthen investment in roads, signage, and ensure that small enterprises, especially township accommodation establishments, have reliable internet connectivity,” he said.
De Lille said the ETA rollout is being supported by complementary skills programmes, including a partnership with UN Tourism, which will provide 100 scholarships to young South Africans.
“We want our young people to have the right skills for the future of tourism. Technology, digital marketing, and hospitality excellence are the backbone of this growing sector,” she said.
For now, SMMEs across the country are watching closely, hoping that the system not only attracts new visitors but also delivers tangible benefits for local businesses.
“This is our chance to show the world what South Africa’s small tourism operators can do,” said Ngcangca. “But it will only work if every province gets the support it needs.”
