Minister De Lille spotlights domestic travel, digital tools and AI for Tourism Month, with Limpopo as 2026 focus

Source: Department of Tourism X account

The launch also comes as South Africa prepares to host the 46th SADC Summit in Durban from 16 to 17 August, as the country takes over the chairmanship of the Southern African Development Community for the 2026/27 term.

De Lille said Southern Africa should not be viewed as 16 separate tourism destinations, but as a connected region shaped by geography, culture, family, trade and travel.

Domestic tourism in focus

South Africans took 21.2 million overnight trips during the first half of 2026, up 4% from 20.4 million in the same period last year, according to figures cited by De Lille.

Holiday trips increased by 36% to 5.2 million, although domestic tourism spending remained below the level recorded during the corresponding period last year.

“This is why domestic tourism matters. It is not a secondary part of our tourism economy. It is one of the foundations of a resilient tourism economy. And this Tourism Month, we want to see even more South Africans experiencing their country.”

De Lille also pointed to the launch of South Africa's Electronic Travel Authorisation (ETA), saying the new system signals progress towards growing the tourism sector.

She said domestic tourism requires participation from government, the private sector, provinces, cities, technology platforms, media, content creators, tourism businesses and South Africans themselves.

Government, she said, must create an enabling environment, while tourism businesses need to develop competitive and affordable products. Provinces and cities also have a role in promoting experiences beyond traditional tourism routes.

De Lille said tourism's economic contribution extends beyond the act of travelling, supporting jobs, entrepreneurs, heritage, communities and national pride.

Making domestic travel accessible

Affordability, accessibility, awareness and the relevance of tourism experiences are among the factors influencing domestic travel, according to De Lille.

South Africans will again be encouraged to take a Sho’t Left during September, whether for a day trip, weekend getaway or longer journey.

Through Sho’t Left Travel Week, travellers will have access to discounts and packages intended to make domestic tourism more affordable.

The programme will be complemented by South African Parks Week, which will provide free entry to national parks for day visitors, as well as various provincial Mahala Weeks.

September is also Heritage Month, creating an opportunity to connect domestic travel with the discovery of South Africa's heritage.

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De Lille encouraged South Africans to look beyond familiar routes and explore destinations and experiences closer to home.

“This September, remember that it is your country, enjoy it because there is nothing more fun than a Sho’t Left.”

Travel discovery moves online

De Lille said the way travellers discover destinations has changed, with many journeys now beginning through digital platforms.

“Today, many journeys begin on a screen.”

She pointed to destinations being discovered through TikTok, travel content creators, online searches and videos showcasing experiences such as waterfalls, township tourism, beaches, hiking trails and cultural festivals.

TikTok participated in the Tourism Month launch, with De Lille highlighting the role of digital platforms in helping tourism businesses, particularly smaller operators, reach audiences beyond their immediate geographic markets.

The Tourism Month programme will culminate in World Tourism Day on 27 September, under the global theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”.

South Africa's localised theme is “Growing South Africa’s Tourism Sector in the Digital Era”.

AI enters tourism

Artificial intelligence was another focus of the launch, with attendees introduced to an AI Robot for Tourism.

De Lille said AI is already influencing how travellers search for destinations, develop itineraries, compare experiences, translate information and make travel decisions.

“We cannot ignore it.”

She said the technology could help smaller tourism businesses reach new markets and enable travellers to discover destinations beyond South Africa's established tourism routes.

De Lille highlighted the potential for a tourism operator in Limpopo to reach a family in Germany or India, while a township restaurant could use technology to showcase its offering to thousands of potential visitors.

She also pointed to the possibility of AI helping travellers create itineraries that include smaller communities and emerging destinations.

“Imagine technology helping a traveller build an itinerary that takes them beyond our traditional attractions and introduces them to smaller communities and emerging destinations.”

“That is when technology becomes more than innovation. It becomes economic inclusion.”

Digital shift must include SMMEs

De Lille stressed that the digital transformation of tourism should not benefit only larger businesses.

“The digital transformation of tourism cannot benefit only the large players. It must work for the SMME.”

She said technology should make participation easier rather than introduce additional barriers.

“Technology should lower barriers to participation and not create new ones.”

De Lille said building a digitally enabled tourism economy would require partnerships rather than government acting alone.

South Africa competes for global growth

While Tourism Month places significant emphasis on domestic travel, De Lille said South Africa must also compete for international visitors as global tourism expands.

The Growth Amid Uncertainty report projects that annual international visits could exceed two billion by 2030.

De Lille said this growth represents an opportunity, but also increases competition between destinations for travellers and the economic activity they generate.

“South Africa cannot simply assume that because global tourism is growing, our share will automatically grow with it.”

South Africa welcomed close to 5.6 million tourists between January and June 2026, according to figures cited by De Lille, representing a 12% increase compared with the same period last year.

She said the increase was supported by strong regional demand from Africa and steady growth from Europe.

Cricket World Cup opportunity

South Africa, Zimbabwe and Namibia will co-host the 2027 ICC Men's Cricket World Cup in October and November next year.

The tournament will feature 14 teams and 57 matches, creating another opportunity to showcase the region to an international audience.

“You have heard me say it and you will hear me say it again. Come for the cricket, stay for the culture.”

De Lille also highlighted the role of regional travel in building connections between Southern African countries.

She said travel allows people to experience neighbouring countries and communities directly, rather than relying solely on tourism campaigns.

Tourism remains human

Despite the growing role of technology and AI, De Lille said tourism should remain centred on human interaction.

“Tourism remains a human business.”

She said technology may help travellers discover destinations, plan itineraries and make bookings, but the people they encounter are often what they remember.

“The person who welcomed them. The guide who told them the story. The chef who prepared the meal.

“The entrepreneur who created the experience. The community that opened its doors. Tourism Connects People.”

De Lille said communities are custodians of many of the authentic experiences that distinguish South Africa, and that technology should strengthen rather than replace those connections.

Limpopo takes the spotlight

De Lille announced Limpopo as the province of focus for Tourism Month 2026, positioning the province as an opportunity to encourage South Africans to discover more of the country's tourism diversity.

She said the sector needs to continue creating new reasons for people to travel, including new experiences and destinations beyond established tourism routes.

“Do not just say you know South Africa.

“Go and explore South Africa.

“Take that Sho’t Left. Go to Limpopo.”

De Lille encouraged travellers to share their experiences online, highlighting the potential for digital word-of-mouth to influence future travel decisions.

“Because in today’s digital world, one traveller’s experience can inspire many others to take their own journey.”

Tourism begins at home

De Lille said the domestic tourism campaign forms part of a wider effort to grow the sector's contribution to South Africa's economy while strengthening the country's international competitiveness.

She said tourism should create opportunities for young people, women, entrepreneurs and SMMEs, while technology should help broaden participation in the sector.

The Minister returned to the central message of the Tourism Month campaign: Encouraging South Africans to discover their own country while continuing to position South Africa as a destination for international travellers.

“Tourism begins at home.”

“Let us discover South Africa — together.”