South Africans are being urged to explore their own country using artificial intelligence and digital tools as Tourism Month 2026 kicks off.

Speaking at the official launch at the 9th Avenue Restaurant in Durban on August 13, Minister of Tourism Patricia de Lille said this year’s focus, “Growing South Africa’s Tourism Sector in the Digital Era,” recognises the changing way travellers discover and experience destinations.

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Local travel jumps as holiday trips rise 36%

De Lille said tourism must begin at home, with domestic travellers playing a critical role in supporting the sector. During the first half of 2026, South Africans took 21.2 million overnight trips, up 4% from 20.4 million during the same period last year. Holiday trips increased by 36% to 5.2 million.

South Africans are being encouraged to take a Sho’t Left during September, with discounted packages available through Sho’t Left Travel Week. South African National Parks Week and provincial Mahala Weeks will also provide opportunities for affordable travel.

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The minister said tourism is an important contributor to economic growth, creating jobs and supporting entrepreneurs, women, young people and small businesses.

Technology lowers barriers for small businesses

Technology, particularly social media and artificial intelligence, is also changing how travellers discover destinations. Platforms such as TikTok can give smaller tourism businesses an opportunity to reach audiences beyond their immediate areas.

According to De Lille, AI is increasingly being used to search for destinations, develop itineraries, translate information and make travel decisions.

“Technology should lower barriers to participation and not create new ones,” said the minister, stressing that digital transformation must also benefit small and medium-sized tourism businesses.

Limpopo takes centre stage for 2026 focus

South Africa welcomed close to 5.6 million tourists between January and June 2026, an increase of 12% compared with the same period last year. The minister said the country must continue competing for a greater share of the growing global tourism market.

Limpopo has been announced as the province of focus for Tourism Month 2026, with South Africans encouraged to explore the province and share their experiences online.

The minister also emphasised that while technology can help travellers discover and plan trips, tourism remains a people-centred industry.

“Tourism begins at home,” said the minister, encouraging South Africans to discover their country, support local businesses and become ambassadors for domestic tourism.