Tourism Month: Celebrating the joy of local travel in South Africa

September 2025 kicks off the annual Tourism Month, with this year’s theme, “Tourism and Sustainable Transformation.”

Tourism Month encourages community involvement, eco-friendly practices, and sustainable business, highlighting the treasures already available on our doorstep.

This month will celebrate and spotlight sustainability within both our communities and natural environment.

Keeping it local and lekker 

Tourism Month returned last year and the year before, and it has been celebrated since 2007. ATTA Travel reports that it first launched at the Nelson Mandela Museum in Qunu, Eastern Cape, with the theme “Tourism opens doors for women.”

Although some South Africans view it as just another annual event, Tourism Month actively promotes the country’s pride in supporting local initiatives and celebrating the “lekker” spirit.

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 highlighted the importance of economic growth and diversifying tourism by promoting “hidden gems” in smaller towns and townships to attract a broader range of visitors. She explained that this approach goes beyond traditional “iconic” experiences, such as safaris.

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 conclude on World Tourism Day, 27 September, returning to its roots in the Eastern Cape nearly 30 years after it began. A variety of events, including sports and cultural activities, are planned to showcase the country.