“TOURISM remains one of the most powerful economic drivers of the continent, creating jobs, attracting investment, stimulating entrepreneurship, and connecting Africa to the world.
Yet this growth is not without challenges. Infrastructure, market access, safety, skills development, competitiveness, and changing global travel dynamics require that the industry remains agile, innovative, and united,” says deputy minister of Tourism- Maggie Sotyu, who surprisingly alluded that attending Indaba was her first.
The deputy minister was talking exclusively to this reporter, at the conclusion of the three-day 2026 Africa Tourism Indaba, in Durban.
The deputy minister stressed that unlocking the tourism potential of Africa will depend on collaboration over fragmentation and partnerships over isolation and innovation over complacency.
At the heart of the tourism future of Africa, the deputy minister noted, are communities and entrepreneurs and micro and small and medium enterprises, which form the backbone of the tourism value chain.
Talk of of SME’s, Sotyu also noted that organisations such as South African Township and Village Association (SATOVITO) are hard at work to promote and unearth hidden tourism products in our communities.
“They should be supported in their drive to market those indigenous products and as the department, will provide tools to help achieve that goal, that speaks directly to our SMEs, especially in far-flung areas in our country,” she says.
“If we have to talk economic emancipation, it has to begin in our backyards- that is communities we come from. This will help to mitigate unemployment, and revive those unknown or forgotten establishments, and an organisation like SATOVITO has created a platform for such.
In his key address, President Cyril Matamela Ramaphosa, echoed that tourism can and must be developed, especially in rural areas with special offerings.
He also made a classical example- in that Soweto was a dormitory for Blacks, a source of labour, not regarded as a place for people to stay.
“Today, its celebrated worldwide, boasting two Nobel Prize winners, from the same street- Dr Nelson Mandela and Rev Desmond Tutu, in Vilakazi Street, Orlando.
This shows if Soweto can do it, so can our communities, as we develop rural tourism.”
The President also made a clarion call to Traditional Leaders to develop heritage sites, such as Isandlwana and others.”
“Tourism shapes the world, and we must use Africa as soft power to promote it on the Continent.”
On the controversial issue of eVisa, Ramaphosa reiterated it must be eased to allow the flow of tourists, so should the lower airfares.
The deputy minister has also called for stronger collaboration and innovation and community driven growth in the tourism sector of Africa.
Elements designed to showcase new growth opportunities for African tourism economies, includes the launch on critical conversations around policy and entrepreneurship and destination competitiveness, sports tourism & culture and digital transformation.
Meanwhile, South African Tourism is now calling on tourism products, establishments, destinations, and experiences across the country to share their own sustainability stories and initiatives.
Whether through community upliftment, conservation efforts, cultural preservation, renewable energy adoption, or responsible tourism practices, these stories play a vital role in shaping South Africa’s reputation as a sought-after green destination.
Top Image SLM (Motherly love. Dep Minister Maggie Sotyu, recorded being embraced by SATOVITOs Tumi Magongoa, during site-visits at the Tourism Indaba, held in Durban on Wednesday morning.)
