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South Africa has officially launched Tourism Month 2026 in Durban, with Tourism Minister Patricia de Lille placing digital innovation, domestic travel and technology at the heart of the country’s tourism growth strategy.

Launched on 13 August under the theme “Growing South Africa’s Tourism Sector in the Digital Era,” the campaign calls on South Africans to explore their own country while embracing the rapidly changing way travellers discover, plan and experience destinations.

The message comes at a significant time for domestic tourism. During the first half of 2026, South Africans took 21.2 million overnight trips, while holiday trips increased by 36% to 5.2 million compared with the same period last year.

For the hospitality industry, the Minister’s emphasis on digital discoverability is particularly relevant. She highlighted the role of technology platforms in helping tourism businesses become more visible, while noting that digital platforms can give smaller businesses the opportunity to reach audiences far beyond their immediate geographic markets.

Artificial intelligence is also expected to play an increasingly important role, influencing how travellers search for destinations, compare experiences, build itineraries and make travel decisions. De Lille stressed that this digital transformation must benefit SMMEs as well as larger tourism businesses, lowering barriers to participation rather than creating new ones.

The Minister also reminded the industry that, despite the rise of technology, tourism remains a human business. From the chef preparing a meal to the entrepreneur creating an experience and the community welcoming visitors, the people behind South Africa’s tourism offering remain at the heart of what travellers remember.

September’s Tourism Month will once again encourage South Africans to “Take a Sho’t Left”, supported by Sho’t Left Travel Week, South African Parks Week and provincial Mahala Weeks aimed at making domestic travel more accessible.

Limpopo has been announced as the province of focus for Tourism Month 2026, with the Minister challenging South Africans to discover the province, share their experiences digitally and inspire others to explore the country.

With international tourism continuing to grow and South Africa welcoming approximately 5.6 million tourists between January and June 2026, the message is clear: the country must compete for its share of the global tourism market while strengthening domestic travel at home.

Tourism begins at home — and increasingly, that journey begins online.