South African Tourism (SA Tourism) legislative mandate is to promote South Africa as a world-class destination through transparent leadership, responsible governance, and strategic marketing initiatives. Tourism is a key driver of South Africa’s economy, their role is to ensure the sector remains vibrant and continues to grow and attract both domestic and international travellers. The success of the marketing strategy manifests itself in SA Tourism’s performance.
Tourism Sector Performance
SA Tourism welcomed President Cyril Ramaphosa’s reaffirmation of the tourism sector’s vital role in driving inclusive economic growth, job creation, and sustainable development. In his latest letter to the nation, the President highlighted South Africa’s unmatched natural beauty, vibrant cultural heritage, and world-class infrastructure, positioning the country as a premier tourism destination.
The country’s tourism sector continues to show strong recovery and growth. Between January and October 2024, South Africa welcomed 7.2 million visitors – an impressive 5.7% increase compared to last year. Early indicators from the festive season suggest strong sector performance, with high occupancy rates and strong participation in events nationwide.
In the business events space, SA Tourism secured fifty-three bids for international events in the 2024/25 financial year (1 April 2024 to 31 March 2025). These events are expected to generate R616-million for the economy and attract over 24,000 delegates between 2024 and 2029, cementing South Africa’s position as a premier destination for global conferences and events.
Governance and Leadership Updates
South Africa Tourism remains steadfast in its commitment to good governance and ethical practices. The filling of critical vacant positions within the organization is ongoing. The newly appointed Chief Operations Officer assumed office on 7 January 2025. The recruitment process for Chief Financial Officer and Chief Internal Auditor is underway.
Marketing and Budget Management
South Africa Tourism actively promotes South Africa in key markets, with teams driving domestic and international campaigns. The process of appointing a global marketing agency in compliance with National Treasury regulations is ongoing. South Africa Tourism is committed to upholding the integrity of all procurement processes. An independent forensic investigation into a strategic events tender was initiated in December 2024 and is currently underway.
Chief Executive Officer of South African Tourism, Nombulelo Guliwe. said “As previously corrected in the statement issued on the 16th of December 2024, no bidder has been awarded a R100 million event management tender. The current SA Tourism management and leadership team is committed to interrogating costs. As such, even inaccurate information about a non-existent 80% surplus will not coerce us into spending recklessly. Our organizational performance at the end of December 2024, was at an all-time high of 92% with 72% of our budget already spent demonstrating commitment to budget optimization,”.

Looking Ahead
South Africa Tourism’s goal is building confidence in South Africa as an attractive global destination. SA Tourism remains focused on driving sustainable growth in the sector, and they are unwavering in their commitment to showcasing the country’s unparalleled beauty, including the rich cultural and natural heritage, to the world while driving inclusive economic growth and contributing to the reduction of unemployment.
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South African Tourism: https://www.southafrica.net/uk/en