Tourism Minister Patricia de Lille has welcomed the continued rebound in South Africa’s international arrivals, noting a 30.2% year-on-year increase in August 2025, with 935,738 visitors recorded. Between January and August, the country attracted 6.79 million tourists; a 15.8% rise compared with the same period last year.
“These numbers tell a story of confidence and recovery. South Africa’s tourism economy is firmly on an upward trajectory, driven by our visa reforms, strong destination marketing, and the resilience of our industry. Tourism is not just leisure; it is an economic engine that supports nearly two million jobs,” said de Lille.
She added that the upcoming Electronic Travel Authorisation (ETA) system could generate an additional one million international arrivals and create between 80,000 and 100,000 new jobs in the sector.
The positive trend was confirmed by Stats SA’s latest report on tourism arrivals, which showed a 7.8% increase in total income for the sector in August 2025 compared to the same month last year.
Income from accommodation rose 9.6% year-on-year, led by hotels and other accommodation types, while seasonally adjusted income increased 1.5% month-on-month.
According to tourism SMEs, the surge in international visitors presents both opportunities and challenges. Liorna Berend, founder of Borutho Tours and Travel in Limpopo, said her company is preparing to meet the growing demand for cultural tourism.
“International tourists love Africa’s diversity, from ancient art to living traditions. We are putting everything in order; transport permits, insurances, fleet servicing to be ready to serve the international market,” she said.
Despite the preparations, Berend acknowledged the difficulties her business faces. “As a small business, we often have to outsource services like transport, which reduces our revenue.”
“Safety is also a concern, with criminals looking to exploit the rebound. Government support in funding, safety measures, and promoting cultural and heritage tourism would help businesses like ours thrive.”
Berend emphasised the need for strategic support. “Investors and funding are critical for sustaining our business. Enhanced safety measures by the government, in partnership with law enforcement and industry stakeholders, are vital to build traveller confidence while protecting local communities.”
Independent provincial tourist guide Gedion Mokwena, based in Limpopo, is also positioning himself to capitalise on the tourism growth.
“I am enhancing my skills, diversifying services, and networking with local businesses to create packages that showcase Limpopo’s unique attractions,” he explained.
Mokwena focuses on cultural and heritage tours, aiming to offer experiential tourism that meets growing international demand. However, Mokwena highlighted ongoing challenges.
“Infrastructure constraints, regulatory compliance, and increased competition among tour guides are real obstacles.”
“Lack of well-maintained facilities and clear signage in some areas can impact the quality of the tourist experience. Obtaining permits and adhering to regulations can be time-consuming and costly.”
To overcome these challenges, Mokwena said access to training and capacity building is crucial. “Programmes that enhance business, marketing, and digital skills would help us reach a wider audience.”
“Investment in infrastructure, roads, signage, and visitor facilities would improve the tourist experience and make attractions more accessible. Collaboration with tourism agencies like the Limpopo Tourism Agency and industry associations would also help promote our province and attract more visitors.”
Tlhookomelo Mashile, founder and director of youth-led tourism enterprise SURVYMASH in Mpumalanga, shared how his business is also gearing up to benefit from the rebound.
“We are expanding our offerings across Mpumalanga to create authentic travel experiences that celebrate our province’s natural and cultural attractions. One of our latest initiatives, the Three Rondavels Coffee Shop, serves as a tourism stopover for both local and international visitors exploring the Panorama Route,” he said.
Mashile added that building partnerships with other young entrepreneurs, from tour guides and transport operators to content creators, is central to creating an inclusive value chain where youth-owned businesses can benefit collectively.
“Digital marketing, social media engagement, and online booking integration are at the centre of our strategy to attract the new wave of tech-savvy travellers,” he explained.
He noted, however, that challenges remain.
“Limited access to finance for scaling operations, upgrading infrastructure, or employing more staff is a hurdle. Load-shedding and energy shortages, especially in rural destinations, also pose difficulties.”
“Many young entrepreneurs have innovative ideas but struggle to reach travellers or secure partnerships with larger industry players.”
Mashile called for targeted support to ensure that youth-led enterprises thrive. “Financial support for youth in tourism including grants, affordable credit, and startup funding, would empower young entrepreneurs to grow their operations and create sustainable employment”.
“Capacity-building programmes focused on digital transformation, market access, and business management would also be invaluable. Stronger linkages between young tourism operators and established industry networks would ensure that the benefits of the tourism rebound reach more youth-led businesses, particularly in emerging destinations like Mpumalanga’s Panorama Route.”
Berend and Mokwena agree that South Africa’s tourism rebound offers a unique opportunity to grow small businesses, create jobs, and strengthen local economies.
“With the right support and preparation, we can turn this growth into lasting benefits for Limpopo’s communities,” said Berend. Mokwena added, “Tourism is not just about visitors; it is about building sustainable opportunities for people and businesses who serve them.”
nosihle@vutivibusiness.co.za
