South Africa is setting the stage for a landmark celebration of World Tourism Day 2025, bringing the global spotlight to Johannesburg’s historic Constitution Hill on Friday, September 27, 2025. This annual observance, initiated by the United Nations World Tourism Organisation (UN Tourism), unites nations worldwide each year on September 27 to recognize tourism’s powerful role in driving socio-economic development and advancing the United Nations Sustainable Development Goals (SDGs).
This year, the event carries the theme “Tourism and Sustainable Transformation,” a title that signals a bold focus on how tourism can fuel inclusive local economies, boost job creation, and foster entrepreneurial growth. The festivities, co-hosted with the Gauteng Provincial Government, tourism stakeholders, and South African Tourism, will run from 10:30 to 14:00 at Constitution Hill—a site steeped in national history and transformation. On the agenda: panel discussions, exhibitions, and unique networking opportunities designed to showcase the innovative practices shaping the industry’s future.
The 2025 celebration comes at an especially poignant moment for South Africa. Just weeks earlier, the country played host to the G20 Tourism Ministers’ Meeting on September 12 in Skukuza, Mpumalanga, at the iconic Kruger National Park. There, delegates from the world’s largest economies endorsed the Mpumalanga Declaration—a statement of intent to champion sustainable, inclusive, and resilient tourism. The declaration, as highlighted by the Department of Tourism, “echoes South Africa’s and the global community’s commitment to achieving the UN SDGs by promoting sustainable, inclusive, and resilient tourism through digital innovation, tourism financing, air connectivity and resilience.”
Tourism’s significance in South Africa cannot be overstated. In 2024, the sector contributed more than 8.6% to the nation’s GDP, generating a staggering R300 billion in revenue and supporting over 1.5 million jobs, both directly and indirectly. These numbers aren’t just statistics—they represent livelihoods, vibrant communities, and a resilient industry that has weathered the storms of the COVID-19 pandemic. Domestic tourism, too, has seen a resurgence, contributing R120 billion in 2024, buoyed by campaigns like Sho’t Left that encourage locals to explore their own backyard.
According to SAnews.gov.za, the 2025 World Tourism Day is not just a celebration but a call to action. The Department of Tourism stated, “As one of the largest economic sectors in the world, tourism plays a significant role in creating environments that support innovation, transformation, and sustainable tourism communities, thus contributing to addressing the socio-economic challenges that impact global societies.”
The numbers back up the optimism. In July 2025 alone, South Africa welcomed over 880,000 international arrivals—a 26% increase from the previous year. This surge is a testament to the country’s enduring appeal, from its breathtaking wildlife safaris to its rich tapestry of cultural heritage sites. Iconic destinations like Table Mountain, Robben Island, Soweto, and the Kruger National Park continue to draw global travelers, while lesser-known gems—especially those championed by local communities—are gaining traction as sustainable tourism models.
The event at Constitution Hill is more than ceremonial. It’s designed as a platform for real dialogue and tangible action. Attendees will engage in panel discussions on digital innovation, eco-tourism, and community-led initiatives. There will be a spotlight on agritourism and cultural experiences, with a clear aim: to create job opportunities for youth and women in rural and underserved areas. These sessions will also highlight the sector’s role in building resilient communities and supporting the national agenda of economic empowerment and environmental stewardship.
The Mpumalanga Declaration, born from the recent G20 Tourism Ministers’ Meeting, serves as a blueprint for the sector’s future. It places a premium on digital innovation, urging the adoption of new technologies to empower travel and tourism start-ups and micro, small, and medium enterprises (MSMEs). The declaration also champions tourism financing and investment, air connectivity, and resilience—pillars that are essential for unlocking opportunities and tackling global challenges head-on.
“These milestones echo South Africa’s and the global community’s commitment to achieving the UN SDGs by promoting sustainable, inclusive, and resilient tourism through digital innovation, tourism financing, air connectivity and resilience,” the Department of Tourism reiterated. The declaration’s emphasis on green investments and MSME support is particularly relevant in a country where small businesses are the backbone of the tourism sector, often operating in areas rich in natural beauty but lacking in resources.
South Africa’s approach to sustainable transformation is not just about environmental conservation—it’s about economic justice and social inclusion. Investments in green infrastructure, like solar-powered accommodations, are already aligning with the country’s broader Just Energy Transition strategy. These initiatives not only reduce the sector’s carbon footprint but also appeal to a new generation of eco-conscious travelers looking for meaningful, responsible experiences.
Air connectivity is another area ripe for development. Improvements here, prioritized in the G20 action plan, could further boost arrivals from key international markets such as the United States and Europe. New routes to Cape Town and Johannesburg are expected to make travel more accessible, opening up fresh opportunities for both business and leisure tourism.
Local communities stand to gain the most from these transformative efforts. In regions like the Wild Coast, community-based tourism is already making waves. Locals run eco-lodges and cultural tours, preserving their heritage while earning sustainable incomes. These models are being held up as examples of how tourism can be a force for good—driving economic growth while safeguarding cultural and natural assets for future generations.
The partnership behind this year’s World Tourism Day celebration is robust. The Gauteng Provincial Government, its tourism marketing authority, and a host of industry stakeholders have joined forces with South African Tourism to ensure the event is both impactful and inclusive. Their collaborative approach underscores the sector’s capacity for innovation and adaptability—a necessity in a world still recovering from the shocks of a global pandemic and grappling with issues like inequality and climate change.
As South Africa joins the international community in marking World Tourism Day 2025, the message is clear: tourism, when thoughtfully managed, can be a powerful engine for sustainable transformation. The event at Constitution Hill is more than a showcase—it’s a rallying point for stakeholders to recommit to a vision of tourism that is inclusive, resilient, and future-focused.
With record arrivals, renewed investment, and a steadfast commitment to innovation and sustainability, South Africa’s tourism sector is not just bouncing back—it’s charting a new course for growth that leaves no one behind.
