With the Easter long weekend around the corner, Tourism Minister Patricia de Lille is calling on both local and international visitors to seize the moment and explore South Africa’s rich cultural heritage, scenic landscapes, and diverse experiences.
Speaking at the launch of the department’s Easter tourism campaign at Twin Venture in Cape Town’s Atlantis Dunes—a hotspot for quad biking and sandboarding—De Lille invited travellers to venture beyond the usual tourist routes and discover the charm of small towns and lesser-known destinations.
The launch event, attended by tourism business owners, industry stakeholders, media professionals, and content creators, aimed to spotlight the breadth of experiences available across the country. De Lille used the occasion to encourage support for local tourism, describing it as a vital engine for inclusive economic growth.
Recent travel trends have shown a growing appetite among South Africans for affordable, off-the-beaten-path adventures. Insights from the 2024 Sho’t Left Travel Week campaign revealed that affordability, unique and remote destinations, as well as personalised experiences—ranging from solo trips to wellness getaways—are driving domestic travel decisions.
“Every guesthouse booking, every meal at a local eatery, every market purchase—it all helps keep our economy moving and brings income to communities that need it most,” De Lille said.
On the international front, South Africa saw nearly 1.8 million visitors arrive between January and February 2025, marking a 4.7% rise from the same period last year. The Minister noted that global travellers are increasingly drawn to the country’s blend of culture, nature, and hospitality.
To build on this momentum, South African Tourism has rolled out a new global brand campaign titled South Africa Awaits – Come Find Your Joy!. The campaign calls on both locals and visitors to rediscover the country’s magic with the curiosity of a first-time traveller.
“This is more than a campaign; it’s an invitation,” De Lille said. “Whether you’re a family looking for a relaxing escape, a solo adventurer, or someone simply needing a break—there’s something here for you.”
She encouraged South Africans to make the most of the upcoming long weekends, urging them to book local stays, explore unfamiliar towns, support homegrown businesses, and create lasting memories.
“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. Our country is calling.”
