By Akani Nkuna
Tourism Minister Patricia de Lille has welcomed a surge in international arrivals in 2025, describing it as the highest on record and a clear indication of South Africa’s global competitiveness and the sector’s role in driving economic growth.
Speaking during a media briefing in Hatfield, Pretoria, on Tuesday, De Lille said South Africa recorded 10.84 million international visitors between January and December 2025, representing a 17.6% increase year-on-year.
She said the growth was further boosted after South Africa was named Best Country in Africa for 2025 by the Travel Weekly Readers’ Choice Awards, which she attributed to “deliberate policy choices, focused implementation and strong collaboration between government and the private sector”.
“Cabinet has endorsed the Tourism Growth Partnership Plan, developed jointly with industry and led by the Tourism Business Council of South Africa. The plan is anchored on five priorities and supported by a real-time performance dashboard to ensure accountability and delivery,” De Lille said.
She added that Cabinet had also endorsed partnerships with sister departments and key stakeholders to accelerate implementation of the plan and strengthen service delivery across the tourism value chain.
A key intervention includes the rollout of the Electronic Travel Authorisation (ETA) system in priority markets such as Mexico, India and China, which is projected to contribute to job creation, with more than 80,000 jobs anticipated.
De Lille said government is also working to improve aviation connectivity through expanded domestic and international routes.
She cited Qantas’ direct Perth–Johannesburg route, Air France’s seasonal daily service to Cape Town, and SAA’s Cape Town–Mauritius route as strategic expansions aligned with the country’s economic ambitions.
“Tourist safety remains a critical focus. The Tourism Safety Forum, chaired by Deputy Minister Maggie Sotyu, continues to coordinate public and private sector efforts. During the festive season, 1,500 tourism monitors were deployed nationally, including more than 400 in support of the Border Management Authority,” she said.
The minister also emphasised the importance of coordinated destination marketing across national and provincial departments in attracting international visitors.
She said infrastructure investment remains a priority, pointing to the R2.5 billion Club Med development as a benchmark for the department’s ambitions in stimulating tourism-led growth.
“South Africa’s strength as a business events destination continues to grow. In the current financial year, 51 MICE bids were secured, generating an economic impact of R894.5 million,” De Lille said.
She added that Meetings Africa 2025 generated R690 million and supported 1,200 jobs, while Africa’s Travel Indaba contributed more than R610 million and supported over 1,000 jobs.
Highlighting the role of technology, De Lille called for greater integration of digital innovation to position South Africa as a destination of choice in emerging creative and technological spaces, praising young creatives as critical to the industry’s future.
“Technology and artificial intelligence are reshaping tourism. South Africa launched the G20 Tourism Hackathon in 2025 and has since introduced Siyanda, an AI-powered travel assistant for North American travellers. South African innovation continues to receive global recognition, including awards for conservation-focused AI solutions,” she said.
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