South Africa invites travellers to rediscover joy this Easter

As the much-anticipated Easter long weekend approaches, South Africa’s Tourism Minister, Patricia de Lille, is extending a warm invitation to both local and international visitors to explore the country’s stunning landscapes, rich cultural heritage, and vibrant communities. The call to action was officially launched during an engaging event at Twin Venture, nestled amidst the picturesque Atlantis Dunes in Cape Town, where adventure-seekers can indulge in quad biking and sandboarding experiences.

The Easter Campaign aims to showcase the diverse array of experiences available across South Africa, with a particular emphasis on lesser-known destinations in smaller towns. During the event attended by tourism entrepreneurs, media representatives, and content creators, Minister de Lille highlighted the vital role that both domestic and international tourism play in the sustainability and growth of the sector.

A closer look at domestic tourism

Domestic tourism growth in South Africa is notable, as more residents seek affordable and unique travel experiences within their own borders. Insights from the upcoming 2024 Sho’t Left Travel Week campaign reveal key trends shaping this market:

• Affordability: With budget-friendly options taking precedence, South Africans are increasingly looking for accessible accommodations and experiences.
• Emerging destinations: There is a rising interest in exploring off-the-beaten-path locations that offer cultural depth and fewer crowds.
• Tailored experiences: Families, solo travellers, seniors, and adventure enthusiasts are all keen on personalised travel options, including wellness retreats and accessible tourism.

“Every night spent in a guesthouse, every meal at a local restaurant, and every souvenir bought from a market contributes to our economy,” Minister de Lille remarked. “By supporting local tourism, we ensure the benefits of travel extend beyond major cities, promoting inclusive economic growth.”

International visitors on the rise

International tourism remains a cornerstone of South Africa’s tourism strategy, with nearly 1.8 million international visitors welcomed in the first two months of 2025 alone, marking a 4.7% increase compared to the same period last year. Minister de Lille noted that the country’s rich tapestry of cultures, awe-inspiring landscapes, and warm hospitality make it an attractive destination for global travellers.

“We must continue showcasing what makes our country special and keep igniting the spirit of exploration,” she added, further encouraging international visitors to partake in the beauty and adventure South Africa has to offer.

Your journey awaits

To amplify tourism efforts, South African Tourism recently unveiled its new global campaign: ‘South Africa Awaits – Come Find Your Joy!’ This initiative invites both local and international travellers to rediscover the joys of South Africa with the wonder and excitement of first-time explorers.

“This is more than just a tourism campaign—it’s an invitation. Whether you’re part of a young family, a group of friends, an adventure junkie, or someone simply in need of a break, South Africa has something for you,” Minister de Lille asserted. She urged everyone to seize the opportunity presented by the upcoming long weekends to explore, experience, and support local enterprises.

“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. South Africa Awaits – Come Find Your Joy!” Minister de Lille concluded, inspiring a sense of adventure for all South Africans and international visitors alike.