South Africa’s Tourism Minister launches Easter campaign at Atlantis Dunes to promote small-town travel

SOUTH AFRICA – Tourism Minister Patricia de Lille kicked off South Africa’s national Easter Campaign at Atlantis Dunes in Cape Town, spotlighting the tourism potential of smaller towns.

Addressing an audience of tourism business owners, industry associations, media, and content creators, South Africa’s Minister of Tourism, Patricia de Lille, underscored the critical role both domestic and international travel play in revitalising the country’s tourism economy.

Her remarks came during an event celebrating the ongoing efforts to strengthen the sector and expand its benefits beyond urban centres.

De Lille highlighted that domestic tourism continues to be a resilient and growing market, driven by a rising demand for affordable and unique local experiences.

Insights from the 2024 Sho’t Left Travel Week campaign revealed that South Africans are increasingly opting for budget-friendly getaways and lesser-known destinations.

This shift reflects a growing desire for culturally rich, off-the-beaten-path experiences. Personalisation also emerged as a key trend, with solo travellers, families, senior citizens, and adventure enthusiasts all seeking tailored journeys—from accessible travel options to wellness escapes.

On the international front, South Africa is seeing a steady rebound. The first two months of 2025 welcomed nearly 1.8 million international visitors—a 4.7% increase compared to the same period last year.

Minister de Lille emphasised that global tourists are captivated by South Africa’s rich cultural heritage, diverse landscapes, and warm hospitality.

She encouraged ongoing efforts to showcase these assets and keep global audiences inspired to explore the country.

To build momentum, South African Tourism recently launched a new global brand campaign titled “South Africa Awaits – Come Find Your Joy!”

Designed to resonate with both domestic and international audiences, the campaign invites travellers to rediscover South Africa with fresh eyes and renewed excitement.

“This is more than just a marketing push,” said Minister de Lille. “It’s an open invitation—whether you’re an adventure seeker, a family on holiday, or someone simply needing a change of scenery, South Africa has something uniquely joyful to offer,” she said.

She also encouraged locals to make the most of upcoming long weekends to travel, support small businesses, and rediscover the beauty within their own borders.

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