South Africa sees 5.7% increase in inbound visitors, highlighting strong tourism growth- SAT

SOUTH AFRICA – In its most recent report, South African Tourism (SAT) revealed the country’s tourism sector experienced positive growth, with visitor numbers increasing by 5.7% in the first ten months of the 2024/2025 financial year.

Between January and October 2024, South Africa experienced a significant tourism boost, attracting 7.2 million visitors, a 5.7 per cent increase compared to the same period in 2023, as reported by South African Tourism (SAT).

Early indicators from the festive season suggest robust sector performance, with high occupancy rates and strong participation in events across the country.

This growth reflects the sector’s resilience and its crucial role in the national economy, according to SAT.

In the business events sector, South African Tourism has secured 53 international event bids for the 2024/2025 financial year, projected to generate ZAR 616 million (US$33 million) and draw over 24,000 delegates between 2024 and 2029.

These figures further solidify South Africa’s status as a leading destination for global conferences and events.

The 2024-2025 financial year, which began on April 1, 2024, and will end on March 31, 2025, is considered a pivotal period for enhancing tourism and related industries across South Africa.

On January 13, President Cyril Ramaphosa emphasized the significant potential of nature-based tourism in fostering inclusive and sustainable economic growth.

He noted that this sector could play a vital role in addressing inequality and supporting local communities.

As South Africa prepares to host the G20 summit for the first time on African soil, the nation plans to use the event as a platform to showcase its diverse tourism offerings.

The summit will highlight the country’s stunning landscapes and rich cultural heritage, offering an opportunity to promote its tourism appeal to international audiences.

SA Tourism continues to push its promotional efforts in key markets, with dedicated teams managing domestic and international campaigns.

The agency is also in the process of appointing a global marketing agency, following National Treasury regulations. Furthermore, a forensic investigation into a strategic events tender, initiated in December 2024, is currently ongoing.

SA Tourism’s Chief Executive Officer, Nombulelo Guliwe, clarified that no bidder had been awarded the controversial ZAR 100 million event management tender.

She emphasized the leadership team’s commitment to scrutinizing costs and optimizing the budget, reporting an impressive 92% performance by the end of December 2024, with 72% of the budget already allocated.

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