With the Easter holidays just around the corner, Tourism Minister Patricia de Lille has unveiled a nationwide campaign aimed at reigniting domestic and international travel under the slogan “South Africa Awaits – Come Find Your Joy!”
The campaign kicked off with a vibrant activation at Twin Venture, a tourism business nestled in the Atlantis Dunes in Cape Town, offering quad biking and sandboarding adventures. The launch drew tourism business owners, media, and content creators, highlighting the potential of small-town tourism to drive inclusive economic growth.
Minister De Lille called on South Africans to explore lesser-known destinations and on international visitors to rediscover the country’s warm hospitality, diverse cultures, and awe-inspiring landscapes.
“Every night spent in a guesthouse, every meal at a local restaurant, and every souvenir bought from a market contributes to our economy,” said De Lille. “By supporting local tourism, we ensure that the benefits of travel extend beyond major cities.”
Domestic Tourism: The Heart of Travel
Domestic tourism continues to be a key growth area. Data from the 2024 Sho’t Left Travel Week campaign reveals a rising preference for affordable, personalized experiences in less-crowded destinations. From wellness retreats to solo and senior travel, South Africans are increasingly seeking meaningful, accessible journeys.
International Visitors Make a Comeback
South Africa welcomed nearly 1.8 million international visitors in the first two months of 2025—a 4.7% increase from the previous year. This rebound signals a renewed global interest in South Africa’s unique offerings, bolstered by the global rollout of the “Come Find Your Joy” brand campaign.
“This is more than a tourism campaign—it’s an invitation,” said De Lille. “Whether you’re a young family, a group of friends, or someone who just needs a break, South Africa has something for you.”
Call to Action for the Long Weekend
With multiple long weekends on the horizon, the Minister urged South Africans to “Take the trip. Book the stay. Discover the dorpie. Dance at the festival. Visit the market. Eat the magwinya. Support local. Make the memory. Take that Sho’t Left!”
The campaign aims to turn travel into a tool for national pride, economic recovery, and joyful discovery.
