JOHANNESBURG & EASTERN CAPE — South Africa has officially launched Tourism Month 2025, an annual September celebration that spotlights the country’s cultural richness, community spirit, and commitment to sustainable travel. This year’s edition opened on 13 August at Sakhumzi Restaurant, Zoo Lake in Johannesburg, under the inspired theme “Tourism and Sustainable Transformation”. The festivities will culminate in the Eastern Cape—where the campaign began nearly two decades ago—on World Tourism Day, 27 September.
From Roots in Qunu to National Movement
Back in 2007, the first Tourism Month was inaugurated at the Nelson Mandela Museum in Qunu, Eastern Cape, with the theme “Tourism opens doors for women.” Now, as it returns to that storied region to close the month, the campaign completes a symbolic full-circle journey.
Launching at Zoo Lake with Unity and Storytelling
At the Zo o Lake launch, Tourism Minister Patricia de Lille and leaders from the tourism sector called upon South Africans to become storytellers of their own country.
“Let us travel local, and we must tell our own stories with pride… we can tell our stories better. This country is beautiful, and we are beautiful people.”
This sets the tone for a campaign centered on Ubuntu, youth participation, and authentic narratives rooted in community experiences.
Johannesburg’s Role: Beyond Business, Into Culture
Tourism Month efforts in Johannesburg aim to reframe the city’s narrative. Thandubuhle Mgudlwa, CEO of Johannesburg Tourism, stressed promoting hidden local treasures—from township tours to mining heritage and lifestyle experiences—moving beyond the city’s business image to highlight its cultural depth.
Sustainability and Domestic Tourism at the Core
This year’s theme—Tourism and Sustainable Transformation—endorses eco-conscious travel, community support, and local entrepreneurship. Campaign initiatives include the “Nothing’s More Fun than a Sho’t Left” domestic travel message, promoting accessible short-leisure trips to support underrepresented towns and local economies.
A Month of Diverse Cultural and Small-Town Experiences
Tourism Month shifts attention from mainstream attractions like safaris to lesser-known circuits—rural towns, townships, heritage sites, and Eastern Cape cultural hubs. The inclusion of the Eastern Cape finale, featuring sports, heritage, and exhibitions, further amplifies the role of communities in shaping the tourism narrative.
What It Means for Travelers and Travel Leaders
- Locals: Encouraged to rediscover South Africa’s lesser-known beauty and to support cultural and small-scale tourism.
- Tour Operators: Opportunity to develop niche, sustainable packages centered on heritage, rural hospitality, and community engagement.
- Global Tourists: A stamp of authenticity and sustainability on South Africa’s tourism offerings—providing deeply immersive and environmentally responsible experiences.
Tourism as a Tool for Transformation
More than a month-long event, Tourism Month 2025 is positioned as a catalyst—transforming community livelihoods, diversifying tourism offerings, and embedding sustainability into national identity. By reconnecting with its roots while innovating local storytelling, South Africa is steering toward an inclusive and resilient tourism model.
Summary of Key Highlights
- Theme: Tourism Month 2025 under “Tourism and Sustainable Transformation.”
- Launch: 13 August at Zoo Lake, Johannesburg, with powerful cultural engagement and leadership calls.
- Culmination: 27 September on World Tourism Day in Eastern Cape—including Qunu—bringing the celebration home.
- Highlights: Focus on hidden gems, townships, youth, cultural heritage, and eco-conscious travel.
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