Limpopo hosted this year’s South Africa’s World Tourism Day celebration at the Legend Golf & Safari Resort in the Waterberg District on Sunday, 27 September.

World Tourism Day forms part of Tourism Month, which encourages South Africans to explore the country’s diverse tourism offerings while supporting local tourism businesses.

Tourism Minister Patricia de Lille delivered the keynote address at the celebration, held under the theme: “Growing South Africa’s Tourism Sector in the Digital Era.”

The Minister lauded the brilliant work done by the South African Tourism board as they have celebrated a record 10.5 million international arrivals in 2025. Marking the country as one of the sought-after destination for tourists.

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“I am so proud to say that at the WEF headquarters, it was very clear to me that South Africa is highly revered as a tourism destination. Our country’s input into some serious decisions affecting the tourism sector globally is highly valued,” said de Lille.

“This is all thanks to the work that you, as a broader tourism sector, do to continue showcasing our Mzansi. It is good to be back home and of course to be here in Limpopo, a fitting host for World Tourism Day.”

“This province brings together many of the strengths we want tourism growth to unlock: iconic nature and wildlife, rich cultural heritage, vibrant music and food, rural and community-based experiences, and tourism opportunities beyond our traditional gateways, including golf.”

“Growing tourism is a shared responsibility. Government must create the enabling environment; industry must invest and innovate; provinces and municipalities must strengthen destinations; and communities and tourism businesses must participate in the opportunities that growth creates.”

“Our quest to attract more visitors have been further enhanced through the recently launched Electronic Travel Authorisation (ETA), which is an important part of this shift: one application, one answer within 24 hours.”

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“That’s why this year’s theme, “Growing South Africa’s Tourism Sector in the Digital Era,” is particularly timely. Technology is fundamentally changing how travellers discover destinations, plan journeys, make bookings and share their experiences.”

“For South Africa, the opportunity is clear: we must use technology and AI tools to make our destination more visible, accessible and competitive and ensure that tourism translates into investment, jobs and opportunities for more South Africans.”