The record number of tourists in South Africa in 2025 is a vote of confidence in South Africa’s brand appeal, said President Cyril Ramaphosa, as he revealed that government was increasing collaboration with stakeholders to strengthen the industry.

South Africa saw the record-breaking arrival of 10.5-million tourists between January and December last year, the highest ever recorded in the country.

Ramaphosa said this was also a vote of confidence in South African tourism, a sector he said had potential for further growth.

He noted the benefits for improved tourism numbers to local economies and businesses, as well as job growth.

“It is estimated that tourism currently sustains 1.8-million direct and indirect jobs, with one job created for every 13 international arrivals. According to the World Travel and Tourism Council, tourism contributes nearly 9% to our country’s GDP… An increase in international visitors is also a vote of confidence in South Africa’s brand appeal, and in our reputation as a safe, reliable, value-for-money tourism destination,” he highlighted.

As a result, government has expressed determination to grow the sector through a stronger regulatory and policy environment, with improved collaboration with the private sector, labour and other sectors.

Ramaphosa pointed to the Tourism Growth Partnership Plan, which aims to improve tourism through initiatives such as the expanded Electronic Travel Authorisation system, the Trusted Tour Operator Scheme and improved connectivity with more direct flights into the country.

The President also pointed to the deployment of more tourism monitors and the creation of a crime call centre spearheaded by the private sector to assist in reducing crime directed at tourists.

Further, he stressed the importance of improving tourism as a way to improve diplomatic relations with various countries.

“South Africa’s expanding global tourism footprint, supported by intensive destination marketing and branding, is an important part of our country’s public diplomacy. The more tourists that arrive from a given country, the greater the likelihood of strengthening diplomatic relations with that country,” he said.

He also noted R1-billion in tourism infrastructure investment projects, which he said showed investor confidence in South Africa.

Government is investing in increasing Chinese tourism by offering funded Mandarin training for registered freelance and full-time tourism guides.

“Retaining our reputation as a tourism destination of choice is a society-wide effort, one in which communities have a particularly important role to play. Every South African should be a tourism ambassador and every community a potential tourist attraction. Our country is rich in natural beauty, history and culture, with much of this potential untapped,” Ramaphosa said.