Tourism promotion agency South African Tourism (SA Tourism) has secured fifty-three bids for international events in the 2024/25 financial year to March 31, 2025, which are expected to generate R616-million for the economy and attract over 24 000 delegates between 2024 and 2029.

The country’s tourism sector continues to show strong recovery and growth. Between January and October 2024, South Africa welcomed 7.2-million visitors, which is a 5.7% increase compared with the same period last year, says SA Tourism CEO Nombulelo Guliwe.

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

SA Tourism is actively promoting South Africa in key markets, with teams driving campaigns domestically and internationally.

“Tourism is a key driver of South Africa’s economy, and our role is to ensure the sector remains vibrant and continues to grow and attract both domestic and international travellers,” she says.

Further, SA Tourism remains steadfast in its commitment to good governance and ethical practices. The filling of critical vacant positions within the organisation is ongoing. The newly appointed SA Tourism COO Darryl Erasmus assumed office on January 7, she adds.

The recruitment process for CFO and Chief Internal Auditor is under way, says Guliwe.

“SA Tourism’s goal is building confidence in South Africa as an attractive global destination.

“SA Tourism remains focused on driving sustainable growth in the sector and we are unwavering in our commitment to showcasing our country’s unparalleled beauty including our rich cultural and natural heritage to the world, while driving inclusive economic growth, and contributing to the reduction of unemployment,” she says.

SA Tourism also welcomes President Cyril Ramaphosa’s reaffirmation of the vital role the tourism sector plays in driving inclusive economic growth, job creation and sustainable development.

In his latest letter to the nation, the President highlighted South Africa's natural beauty, cultural heritage and infrastructure have positioned the country as a premier tourism destination, she notes.

FORENSIC INVESTIGATION

Meanwhile, the process to appoint a global marketing agency in compliance with National Treasury regulations is ongoing. SA Tourism is committed to upholding the integrity of all procurement processes, she says.

An independent forensic investigation into a strategic events tender was initiated in December and is currently under way.

“As stated on December 16, 2024, no bidder has been awarded a R100-million event management tender. The current SA Tourism management and leadership team is committed to interrogating costs.

“Our organisational performance at the end of December 2024 was at an all-time high of 92%, with 72% of our budget already spent demonstrating commitment to budget optimisation,” Guliwe says.