Tourism Minister Patricia de Lille has officially launched the Summer Campaign aimed at encouraging both South Africans and international visitors to explore the diverse offerings of South Africa. The initiative was unveiled in the Free State on Tuesday, coinciding with a notable uptick in visitor numbers to the South African tourism sector during the summer season.

“This time of year, we see a significant increase in visitors to the South African tourism sector, encompassing local, regional, and international travellers,” De Lille stated. She emphasised the importance of capitalising on the summer season, a key travel period in the country’s calendar.

While South Africa is a well-known travel destination, De Lille noted that tourists predominantly visit a select few provinces. The campaign’s mission is to raise awareness about the variety of tourism offerings available across all nine provinces. She highlighted that many individuals return to their hometowns during the holiday season to reunite with family, creating a perfect opportunity for travel within the country.

“We are proud to continue the Gimme Summer – Sho’t Left Campaign. After all, it is our country, and we must enjoy and explore it,” she said. The initiative also aims to showcase South Africa as a welcoming and inclusive destination for regional and international tourists.

Addressing concerns about the high cost of living affecting domestic travel, De Lille announced that the tourism sector has been engaged to provide special offers for South Africans. She encouraged more companies to list promotions on the Sho’t Left website, enabling local travellers to enjoy tourism offerings despite financial constraints.

The Minister revealed that the Summer Season of 2023 recorded over 10 million domestic trips, with spending exceeding R38 billion. In support of the provinces’ summer campaign efforts, the Department of Tourism plans to promote cross-provincial travel and ensure consistent messaging from the tourism sector.

“Our primary goal for the next five years is to achieve 15 million tourism arrivals to our country by 2030, in line with the National Development Plan,” De Lille concluded. The launch of the Summer Campaign aligns with the Department’s mission to promote hidden gems and attractions in lesser-visited provinces, ensuring that the benefits of tourism are experienced across all regions of South Africa.