Tourism Minister Patricia de Lille has urged South Africa’s tourism sector to move from planning to implementation as she opened the first-ever Execution Lab for the Tourism Growth Partnership Plan on Monday.
Speaking at Emperors Palace in Kempton Park, de Lille said the new platform marks “a bold and collaborative effort” between government, the private sector and industry stakeholders to unlock the full potential of the tourism economy.
“This is not just another meeting. This is about action, innovation, and measurable progress,” she said. “We know our targets. We know our challenges. Now we must focus on solutions.”
The Execution Lab is anchored around five priority areas: ease of access, co-ordinated destination marketing, tourist safety and security, product development, and job creation. These, she said, are aligned with the Government of National Unity’s core priorities of inclusive growth, poverty reduction and building a capable state.
De Lille announced that the roll-out of the Electronic Travel Authorisation (ETA) system is expected to begin next month in partnership with the Department of Home Affairs. Work is also under way with the Department of Transport on a new tour operator licensing system and improved route development to boost air access.
She called on the sector to diversify its tourism offerings: “South Africa is more than seas, mountains and wildlife. We must showcase our heritage trails, wellness experiences, township vibrancy and small dorpies.”
Tourism already supports 1.6 million jobs, but the minister said the country must reach its National Development Plan target of 15 million arrivals by 2030.
“At the heart of this vision is the employment of young people,” she said. “Through this plan, we can ensure that more young South Africans find hope, dignity and opportunity in tourism.”
She thanked the Tourism Business Council of South Africa (TBCSA) for establishing the Project Management Office to drive the plan, and praised Peermont and Emperors Palace for hosting the event.
“As the President reminds us: every problem has a solution. Together, we will make it possible — for our economy, for our youth, and for the future of South Africa,” de Lille concluded.
