Minister De Lille champions youth-driven transformation in Tourism Month launch

Minister of Tourism Patricia de Lille, who, on Wednesday, launched this year's tourism month campaign during a media event held at Sakhumzi restaurant in Johannesburg, has called for the total transformation of the industry to create sustainable jobs for young people.

The minister's address comes just a day after the Statistician General, Risenga Maluleke, announced South Africa’s second quarter 2025 jobs data which revealed that 60% of industries in the country bled jobs in the second quarter of the year.

This has triggered strong criticism from political parties and organised labour, with calls for urgent economic reforms, job creation programmes, and government accountability. 

"Transformation must be bold, inclusive, but it must be youth-driven. Transformation also calls for us to work together with both big and small businesses, who must benefit from the transformation process.

"The tourism sector has the potential to create jobs for young people, which is why we must work together. Last year, the tourism industry reported 1.8 million jobs, and has the potential to deliver even more jobs if we focus on long-term solutions and we have our own transformation fund where we have committed millions to black and women-led enterprises," the minister said.

Under the theme: "Tourism and Sustainable Tourism", this year's celebrations have been earmarked to honour and celebrate South Africa’s rich culture, heritage, and travel experiences, ahead of the tourism month, which kicks off officially in September.

The minister's sentiments were echoed by her deputy, Maggie Sotyu, who said, despite the many challenges in the sector, the ministry is prepared to do everything to realise the true transformation of this important economic contributor.

"Our commitment to tourism is more than standards, but raising tourism across South Africa and all sectors. When we talk about transformation, we must talk about community-based tourism, as it changes lives where we are. It is where visitors connect directly with our people and our cultures and we must be encouraged to be players in this sector," she said.

Tourism Month encourages South Africans to travel domestically to sustain jobs and support the recovery of tourism in line with the Tourism Sector Recovery Plan.

Tshifhiwa Tshivhengwa, the CEO of the Tourism Business Council of South Africa, indicated that as South Africa observes its 45th tourism month occasion, it is important to reflect on the sustainable transformation of the industry and what it represents to the people of South Africa, and those who spend their money traveling within and into South Africa.

"This is the 45th time we celebrate tourism. There have been 45 themes celebrated over the past 45 years. This year's theme is significant as it reflects the need to achieve sustainable transformation."

siyabonga.sithole@inl.co.za