South Africa's Tourism Minister, Patricia de Lille, has firmly positioned the tourism sector as a cornerstone of the nation's economic policy, asserting that it is not merely a 'side story' but a vital engine for job creation, transformation, and sustainable growth. This declaration was made during the World Tourism Day 2025 celebrations, which took place at Constitution Hill's People's Park in Braamfontein, where Minister De Lille underscored the sector's significant contributions to the economy and unveiled new initiatives designed to boost both international arrivals and domestic travel.

De Lille emphasized the profound significance of Constitution Hill People's Park as the chosen venue for the celebrations, describing it as 'not just a venue, but a place of memory and freedom,' serving as a poignant reminder that democracy encompasses both enjoyed rights and created opportunities. In a tangible demonstration of this commitment, the Department of Tourism announced a substantial investment of R12 million towards the development of the park. The Constitution Hill Precinct Development Plan further designates the park as a tribute to the Constitutional Court, akin to the gardens fronting the Union Buildings.

The Minister highlighted the year's global theme, 'Tourism and Sustainable Transformation,' interpreting it as a direct call for inclusive growth. She reiterated that 'tourism is not a side story, tourism is economic policy. It is a driver of jobs, of pride, and of transformation that is sustainable, inclusive, and unstoppable.' De Lille elaborated that sustainable transformation necessitates the wide distribution of tourism's benefits, reaching from villages and townships to metros and coastal hubs. This growth, she stressed, must also safeguard the nation's defining treasures: its land, heritage, and culture. She provided vivid examples of this transformation, citing family-owned guesthouses in Bizana being fully booked, young entrepreneurs in Mamelodi proudly leading walking tours, and small cafés in Mpumalanga becoming essential stops, illustrating how tourism builds both an economy and a nation.

Reflecting on tourism's robust economic footprint, De Lille reported strong growth in both domestic and international tourism during 2025. The 'Sho't Left Travel Week' facilitated 650 deals. Between January and June 2025, domestic trips surged by 14.8%, recording 3.8 million holiday trips and contributing R15.4 billion to the GDP. During the same period, South Africa welcomed 5 million international visitors, who collectively spent R48.7 billion, marking a 12% increase in arrivals through ports of entry. Furthermore, July 2025 saw over 880,000 international visitors, a remarkable 26% increase compared to the previous year. These figures are projected to climb even higher with the impending rollout of the Electronic Travel Authorisation (ETA) system.

The ETA system, scheduled to go live in a phased approach starting in October, is anticipated to significantly bolster international arrivals by an additional 1 million, thereby generating between 80,000 and 100,000 new jobs. This will complement the 1.8 million jobs the sector already sustains, which contributes 8.8% to South Africa's GDP.

Beyond arrivals, De Lille confirmed that South Africa is poised to host major international events, showcasing its appeal on a global stage. This includes the LIV Golf tournament in Gauteng's Steyn City next year and the prestigious ICC Cricket World Cup in 2027, both expected to create jobs and livelihoods. The Tourism Investment Summit was cited as another significant milestone, having unveiled eight infrastructure projects totaling nearly R1 billion. The Minister noted growing interest and a continuous pipeline of bankable projects for future summits. Innovation is also a key focus, with young people actively shaping the future of tourism; the inaugural Tourism Hackathon crowned students from 21 Higher Education institutions for their AI solutions aimed at enhancing travel experiences. Additionally, projects like the Kgodumodumo Dinosaur Interpretation Centre at SanPark's Golden Gate have already drawn 50,000 visitors since its launch in June.

In a concluding call to action, Minister De Lille urged all South Africans to embrace tourism as a powerful driver of national pride and transformation. At Constitution Hill, she declared, 'We are building a tourism sector that is not just bigger, but better. Not just profitable, but inclusive. Not just competitive, but sustainable.' She reaffirmed that tourism is economic policy, tourism is transformation, and tourism is the nation's future. Her World Tourism Day itinerary concluded with an insightful walking tour of Johannesburg's inner city and a visit to the Soweto Expo, which she celebrated for its 'live entertainment, unique hand-crafted products and an opportunity to mingle with the entrepreneurs who make tourism tick,' encouraging everyone to share their experiences and memories to showcase South Africa's real transformation and joy to the world.