By Simon Nare
The Portfolio Committee on Tourism has instructed Tourism Minister Patricia de Lille to lead the department in formulating a comprehensive marketing strategy to promote domestic tourism, involving other stakeholders such as the South African Township and Village Tourism Association to ensure inclusivity.
Acting Chairperson Altia Sthembile Hlongo noted that the current Tourism Growth Partnership Plan before Parliament was unsatisfactory and tasked de Lille with revamping the plan to focus on domestic tourism, enabling the committee to gain a clearer understanding.
“Based on the Tourism Growth Partnership Plan, the Department of Tourism, in partnership with the sector and other stakeholders, should develop a specific domestic-targeted growth plan and coordinate domestic tourism initiatives,” she said.
De Lille led a delegation from the department, SA Tourism, SANParks, and the Tourism Business Council of South Africa (TBCSA) to appear before the committee, which sought clarity on how the entities planned to market domestic tourism during the festive season.
In its presentation on the Tourism Growth Partnership Plan 2025–2030, the department highlighted that domestic travel in 2025 accounted for 28 million overnight trips, with R70 billion spent on overnight stays and R82 billion on day trips.
The presentation emphasized that SA Tourism was strengthening efforts to encourage South Africans to explore lesser-visited provinces, villages, townships, and small towns, promoting travel year-round through monthly campaigns. The Sho’t Left Campaign, driven in collaboration with the private sector and provinces, was cited as a key initiative.
However, the committee expressed dissatisfaction with the current strategy.
Hlongo urged the department and the Tourism Business Council to intensify collaboration with stakeholders, including SATOVITO, to improve domestic tourism while advancing transformation in the sector.
In addition to the initiatives outlined in the Tourism Growth Partnership Plan, Hlongo recommended that the minister conduct a benchmarking visibility study on dual pricing for park entrance fees, making it easier for locals to visit and explore their own country.
“This should be done in collaboration with the private sector, SANParks, and provincial parks. The minister is requested to report back on the outcome of the study in six months. The study should provide findings based on thorough consultations with various stakeholders on the possibility of introducing a pricing policy nationwide,” she said.
Hlongo added that during a recent oversight visit to the Maropeng Cradle of Humankind, the committee was unimpressed with efforts to market the site, particularly to local visitors.
The minister was further instructed to develop, through SA Tourism, a targeted marketing campaign to draw locals to heritage sites across the country.
The committee also appealed to the TBCSA to lower accommodation prices during the low season, allowing locals to explore South Africa at more affordable rates.
SANParks faced criticism for focusing primarily on the Kruger National Park, leading to congestion there while other national parks were neglected.
“SANParks should ensure that other national parks attract more tourists to ensure geographic spread and reduce over-tourism at Kruger National Park,” Hlongo said.
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