September 2025 marks the start of the annual Tourism Month, and this year’s theme is “Tourism and Sustainable Transformation”.
Encouraging community, eco-friendliness, sustainable business, and more, Tourism Month is set to hold up a mirror showing us what we already have right here on our doorstep.
This month will celebrate and shine a spotlight on sustainability not only within our communities but also in our natural environment.
Keeping it local and lekker
Tourism Month was here last year and the year before; in fact, it’s been here since 2007. According to ATTA Travel, it first launched in Qunu, Eastern Cape, at the Nelson Mandela Museum, and the theme then was “Tourism opens doors for women”.
While it may seem like just another annual event evoking mixed responses from South Africans, it nonetheless seeks to support what our country so proudly stands for, which is keeping it local, and as the saying goes, “lekker”.
The media launch for Tourism Month was on 13 August at Sakhumzi Restaurant at Zoo Lake in Johannesburg and was opened by Tourism Minister Patricia de Lille.
In an interview with SABC News, de Lille shared about the importance of economic growth and diversifying tourism offerings by focusing on “hidden gems”, the smaller towns and townships, which will attract a wider variety of tourists. It also moves beyond the more “iconic” experiences like safaris, for example, as de Lille shared in the interview.
Thandubuhle Mgudlwa, the CEO of the Johannesburg Tourism Company, shared more about the “hidden treasures” in Johannesburg and repackaging and promoting them to “gain a competitive edge”.
Additionally, focusing on the “identity” of the city and what it’s known for, for example, mining, transport, business, heritage, lifestyle, among others, to attract tourism and get ahead of competitors.
Tourism Month will reportedly come full circle on World Tourism Day on 27 September, where it all began almost 30 years ago in the Eastern Cape. Various events are planned to take place to showcase our country, from sports to cultural events.
What do you think about Tourism Month?
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