South Africa is gearing up for a bumper shoulder tourism season starting 1 September, with tourism bodies across the country preparing for a surge in both domestic and international visitors. Despite recent negative media coverage around crime and tensions between South Africa and the United States, economists and industry leaders say the outlook for the sector remains positive.

Economist Dawie Roodt said the spotlight on South Africa could even help tourism.

“The tension between South Africa and the United States, if that will affect our tourism, I don’t think it will have much impact. In fact, it could even be positive, because by putting the spotlight on South Africa might actually contribute to marketing the country as a tourist destination. I think tourism will remain more or less the same, or may even improve slightly.”

Provinces like Western Cape, Gauteng and the KwaZulu-Natal  are all gearing up for a bumper tourism season with Gauteng expected to exceed its R30 billion projection for this season.

In the Western Cape, hotels, guesthouses, and attractions are already reporting strong booking patterns. According to Cape Town Tourism’s latest Economic Value of Tourism report, the City recorded a 6% year-on-year growth in international arrivals and a 5% increase in bed nights sold, signalling continued demand for Cape Town as a global destination. This builds on 2024’s figures, when 2.4 million overnight visitors contributed R24.5 billion directly to the local economy.

James Vos, Cape Town’s MEC for Tourism and Economic Growth, said, “Cape Town is preparing for a busy season, and I’m determined to make sure that our City and tourism partners not only welcome more visitors but also grow tourism in a way that delivers real, lasting benefits for Capetonians.”

Vos confirmed the City will publish its Tourism Development Framework during Tourism Month in September and highlighted initiatives such as food and culture guides, international campaigns, and partnerships with airlines to expand connectivity:

“More flights don’t just bring more tourists, they expand opportunities for trade, business, and investment, which is why this is always a focus for me.”

Vos added that the City expects growth from last year’s performance.

“In 2024 more than 2.4 million overnight visitors came to Cape Town, spending R24.5 billion directly in our economy. That spending supported over 106 000 jobs, making up nearly 7% of all employment in our city. The standout figure for me is this: for every 10 tourists who arrive, one job is created or sustained.”

Barba Gaoganediwe, spokesperson for Gauteng Tourism, said tourism in Gauteng is growing.

“These numbers create jobs and transform the sector by bringing in new players, especially women and young people. Tourism is about economic inclusion, and Gauteng is proving itself as the number one stop destination in the country.”

Gauteng’s tourism sector recorded R41 billion in foreign direct spend for 2024/2025, surpassing the targeted R29 billion. Strategic investments in new air routes, increased airlift capacity, marketing campaigns, and hosting signature events drove 3.8 million international arrivals. When combined with R21 billion from domestic tourism, the province’s total contribution reached an estimated R63 billion.

The province is bracing for a record-breaking tourism surge this September, with more than 200,000 visitors expected over three nights thanks to a packed line-up of international and local events. World Tourism Day will be marked on 27 September, focusing on the revitalisation of Johannesburg’s inner city in partnership with Jozi Ma Jozi, the National Department of Tourism, and South African Tourism.

The month kicks off with major drawcards such as the DStv Delicious Festival on 21 September, expected to attract around 60,000 visitors, and the Standard Bank Joy of Jazz Festival from 26 September, which anticipates 45,000 attendees at the Sandton Convention Centre. Heritage Day on 24 September coincides with the G20 Ministerial Meeting at the Cradle of Humankind, bringing international delegations, media, and support staff.

KZN Tourism said Durban is continuing to invest in marketing and infrastructure, building on a recent tourism revival, while national bodies and provincial authorities are aligning to ensure the upcoming shoulder season is strong, economically impactful, and inclusive, benefiting local communities, businesses, and visitors alike.

Enver Duminy, CEO of Cape Town Tourism, said Cape Town’s shoulder season is shaping up to be a busy period, and they’re  working closely with partners to ensure the city is ready to welcome the influx of visitors.

“Hotels, guesthouses, and attractions are already experiencing strong booking patterns, especially from our key international markets such as the UK, Germany, and the USA. In fact, ForwardKeys forecasts a 4.6% increase in international arrivals at Cape Town International Airport between July and December, with arrival numbers from the UK alone expected to grow by more than 12%. Meanwhile, South Africans are travelling in large numbers too, enjoying Cape Town’s food, culture, and natural beauty.”

The West Coast is also preparing for a busy season. Carmen Lerm, founder of West Coast Way, said the region is “opening like a wildflower to business,” with lodges and attractions enhancing staff, extending operating hours, and upgrading facilities to ensure top-quality hospitality.

Booking levels are already high, with returning visitors increasingly extending their stays, some for up to 50 days. Lerm highlighted the region’s international appeal:

“The Cape West Coast’s wildflowers are increasingly attracting international fans. We see great investment and appreciation for the Weskus of South Africa. Our wildflowers can keep their heads high, beautifully, next to Japan’s cherry blossoms and the Netherlands’ Keukenhof tulips!”

Accommodation occupancy rates for September are already approaching 89%, with visitors staying longer, averaging 9–13 nights. Last year’s calendar included global stars such as Chris Brown, while this year’s schedule is similarly strong, boosted by major rugby and soccer matches.

The Federated Hospitality Association of South Africa (FEDHASA), which plays a central role in the country’s tourism sector, applauded is the launch of the AI-powered electronic travel authorisation system (e-visas) by the Department of Home Affairs, providing an online platform for travellers to apply for and track visas, simplifying immigration and reducing administrative burdens.

tracy-lynn.ruiters@inl.co.za

Weekend Argus 

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