Edition December 2024 / January 2025

Many South Africans take time off during the festive season to relax, enjoy quality time with family, or travel to different provinces for a well-deserved break after a year of hard work. For many, it has become a tradition to explore local destinations, contributing to the growth of domestic tourism.

The festive season coincides with one of South Africa's key travel periods: the summer season. It is the country's busiest time for tourism, followed closely by the months of September and April.

In October 2024, Tourism Minister Patricia de Lille launched the Summer Campaign in Bloemfontein, Free State – to showcase the vibrant culture, breath-taking landscapes, diverse tourism offerings and rich heritage of the nation.

The campaign is spearheaded by the “Gimme Summer that Sho’t Left” initiative. Minister De Lille highlighted that last year’s Summer Campaign had a significant impact, generating over 10 million domestic trips and a total spend of over R38 billion.

“The Summer Campaign creates a good platform to promote an inclusive South Africa as an appealing and must-experience tourism destination for both domestic and international travellers, while showcasing a wide variety of experiences including hidden gems, in the festive season,” said the Minister.

A spotlight on the Free State

Shining spotlight on the Free State, Minister De Lille said the province accounted for 2.7 million overnight domestic trips in 2023. In terms of spending, the Free State saw a total contribution of R7.1 billion from domestic tourism.

“The domestic market was promising from January to July 2024, with a total of 21.5 million overnight trips recorded. Additionally, about R66. 3 billion was spent during these months, high- lighting the enthusiasm of South Africans for traveling locally,” said the Minister.

She added that out of the 21.5 million overnight domestic trips, the province received 2.1 million of those visits. In terms of expenditure, R5 billion was spent in the province during this period. The Free State’s appeal lies in its stunning scenic beauty and natural attractions. Located in the heart of South Africa, the province borders six of the country’s nine provinces, as well as the Kingdom of Lesotho, making it a central hub for both local and cross border tourism.

The spectacular Drakensberg and Maluti mountain ranges are major draws for adventure tourists, offering opportunities for hiking, climbing, and exploring. The province is also home to some of the best rock formations in the world rich in San rock art.

A popular attraction in the province is the Golden Gate Highlands National Park, named after the striking gold sandstone cliffs that surround it. The park is ideal for exploration on foot and is home to hundreds of bird species, making it a prime destination for birders.

The Free State is renowned for its warm hospitality and relaxed lifestyle, making it an ideal destination for those looking to experience the charm of small-town South Africa. Its peaceful atmosphere and welcoming communities offer a unique, authentic glimpse into rural life.

“There are plenty of opportunities for hiking, abseiling and canoeing and other activities while the Ash River – the only river in the country that has year-round high-water levels – makes for excellent white-water rafting,” she said.

In addition, the province has many quaint and unique little towns and dorpies such as Clarens, which has many attractions including Clarence Xtreme Adventure Company with a range of adventure tourism activities
There is also the Vaal Tourism Corridor with a range of accommodation options, cruises, fine dining, canoeing, fishing, paddle- boats, power-boats, jet-skis or kite surfing and so much more to cater for any traveller’s needs.

Parys and Harrismith are also exciting hidden gems of the Free State as well as the Tiger Canyon Private Game Reserve on the banks of the Orange River.

The Golden Gate Highlands National Park in the Eastern Free State Highlands, is known for its spectacular sandstone mountains. This village has become known as the “Jewel of the Free State” – rich in beauty, peace and tranquillity,” the Minister said.

The “Diamond and Wine Tourism Route” is also a popular tourist attraction and follows the original diamond prospectors to the region. It includes open diamond mines at Koffiefontein and the mining village of Jagersfontein.

The QwaQwa National Park in Harrismith offers the discerning birdwatcher a rich variety of birds, including aquatic birds, and game-watchers will be able to see a variety of antelope such as eland, red hartebeest and springbok, as well as zebra.

The Sterkfontein Dam Nature Reserve near Harrismith is renowned for its water sport and angling opportunities, especially yellow fish angling among the many activities in the area.

Tourism performance

The Minister noted that in 2023, South Africa welcomed around 8.5 million international arrivals, which marking a 48.9% increase from the 5.7 million arrivals in 2022, contributing R95 billion to the economy. From January to August this year, the country saw 5.8 million international arrivals, reflecting a 7% increase compared to 2023.

She added that for the first quarter of 2024, total spending from foreign travel into South Africa reached R25.7 billion. Additionally, tourism’s direct and indirect contribution to the gross domestic product stood at 8.8%, surpassing contributions from the mining, construction, and transport sectors.

Regarding domestic travel, Minister De Lille reported that in 2023, South Africans took 37.9 million overnight domestic trips, marking an 11.3% increase compared to 2022. During these trips, domestic travellers spent R121.4 billion, reflecting a 22.4% rise in expenditure to the previous year.