2.5mn tourism jobs, 25% domestic spend growth, 10% GDP contribution: South Africa sets bold targets at Indaba
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Opening Africa’s Travel Indaba 2025 in Durban, Minister of Tourism for South Africa, Patricia de Lille said that the government is working towards finalising an ambitious Tourism Growth Partnership Plan for next five years. At Indaba, over 1,300 exhibitors, 1,200 vetted buyers from 55 source markets have participated including new delegations.
South Africa is betting big on tourism to power its economic revival, aiming to create 2.5 million jobs and raise the sector’s GDP contribution to 10% over the next five years.
Opening Africa’s Travel Indaba 2025 in Durban, Minister of Tourism for South Africa, Patricia de Lille said that the government is working towards finalising an ambitious Tourism Growth Partnership Plan for next five years. “With this, we aim to grow tourism employment from 1.84 million to 2.5 million jobs, boost domestic travel spend by 25%, Grow GDP Contribution from approximately 8.8% in 2024 to 10% and attract an additional 1 million international air arrivals annually,” she said, adding that this is not a difficult ask and can be achieved with collaboration and consistent efforts.
Tourism already plays a critical role in South Africa’s economy. In 2024, 8.9 million international tourists contributed R91.6 billion in direct spending, supporting 1.6 million jobs. In the first quarter of 2025 alone, the country recorded 2.6 million international arrivals, reflecting a 5.7% year-on-year growth. She added that 75% of these arrivals come from within Africa.
Citing UN Tourism data, de Lille noted that Africa’s tourism sector has recovered to 96% of pre-pandemic levels, making it one of the fastest-growing regions globally.
“This Indaba is not just an event—it’s evidence of Africa’s resurgence,” said de Lille. This year’s Indaba has seen the participation from over 1,300 exhibitors and 1,200 vetted buyers from 55 source markets, including new delegations from Chad, St Helena, and Burkina Faso. Over the next two days, the exhibitors from Africa region will engage with both local and international buyers and industry partners, with the goal of building relationships and unlocking new market opportunities.
“As we look ahead, let this Indaba mark a new chapter of African leadership in global tourism. Let us commit to building an inclusive, sustainable, and resilient sector—one that lifts communities, bridges borders, and protects our shared heritage,” the minister stated.
The event coincides with the G20’s second Tourism Working Group Meeting, a timely alignment that further amplifies Africa’s voice in global tourism policymaking. SA has already successfully hosted the first G20 Tourism Working Group meeting, followed by a second round of discussions. Later this year, South Africa will welcome high-level delegates for the G20 Tourism Ministers’ Meeting, a pivotal summit where global tourism strategies will be refined.
The Minister also spoke about South African Tourism’s new global brand campaign, an emotionally resonant call to experience the country through its people, cultures, and landscapes. “Joy is Africa’s gift to the world, and our tourism offerings are its vessel,” she said, calling on African nations, stakeholders, and industry leaders to shape a stronger, more united tourism future—one in which Africa is not just included but is leading.
Speaking at Indaba’s opening ceremony, South Africa’s Deputy President, Shipokosa Paulus Mashatile, also spoke about how Africa’s scenic beauty—spanning from the Great Rift Valley to Mount Kilimanjaro—has long been a magnet for the world. Tourism, he emphasised, is one of Africa’s greatest untapped opportunities. In 2023, travel and tourism contributed 6.8% to Africa’s GDP, up from 5.9% the year prior. South Africa alone sees an 8.9% GDP contribution from tourism, supporting 1.68 million jobs—a number expected to exceed 2.2 million by 2030, he stated during his address. Projections further indicate that tourism's contribution to GDP could rise to 10.4% by 2030, driven by increased international arrivals, infrastructure investments, and targeted marketing initiatives, he added.
“We are further determined to accelerate investment, open our skies, deepen our partnerships, and position Africa not at the margins of the global economy, but firmly at its centre – where it belongs,” he stated. Investment in infrastructure, streamlined visa regimes, and cross-border connectivity are high on the agenda, he noted, besides initiatives to stimulate intra-African travel, economic growth, and cultural exchange.
The Deputy President also flagged the need for upskilling and digital transformation in tourism, alongside a strong push for intra-African travel and sustainability. “We must deepen our efforts to build resilient and inclusive tourism economies. As we come together in discussion and reflection during this Indaba, let us also think about meaningful strategies to enhance our infrastructure, connectivity, and visa systems to facilitate travel throughout our continent.”
Looking ahead, as South Africa gears up to host over 200 G20-related meetings this year, the Deputy President described it as a historic moment—a progressive milestone for both South Africa and the continent. “As the only African member of the G20, South Africa has a proud opportunity to advocate for developing nations, to champion sustainable tourism, and to secure investment in Africa’s future,” he asserted.