By Lehlohonolo Lehana.
Minister of Tourism Patricia de Lille highlighted the role of tourism in creating jobs and supporting the economy, pointing to a 17.6% jump to 10.48 million in international arrivals over 2024 numbers.
De Lille was speaking at a media briefing in Pretoria.
This is the highest number of arrivals on record, but a deeper dive into the figures show most of these arrivals are from neighbouring countries.
SA was named the best destination in Africa in 2025 by Travel Weekly Reader’s Choice Awards, which De Lille says reflects deliberate policy choices, focused implementation, and strong collaboration between the government and the private sector.
Cabinet has endorsed the Tourism Growth Partnership Plan, developed jointly with industry and led by the South African Tourism Business Council.
The private sector has continued withholding R150 million of Tourism Marketing South Africa (TOMSA) Levy funds, a 1% voluntary contribution collected from tourism businesses, pending improvements in governance and accountability at SAT.
De Lille said the TOMSA Levy matter was resolved last year after the parliamentary portfolio committee on tourism requested collaboration between the ministry and relevant agencies, resulting in a joint destination marketing plan.
“And they had agreed that, that joint plan that they have put together, that money will be used to fund that plan. So the money is not lost to the sector. The sector came up with a plan how to spend that money, and that happened last year already,” De Lille said.
“Also, in terms of the TOMSA Levy, the chairperson of the board of the Tourism Business Council (TBCSA), Jerry Mabena, he also put together a marketing committee from Tourism Business Council and a marketing committee from SAT. And again they are working together so that we can bring destination marketing together.”
De Lille said as these marketing committees from the Tourism Business Council and SAT were working together, they were combining government contributions of R1 billion with R50bn from the private sector to promote South Africa more aggressively.
TBCSA CEO, Tshifhiwa Tshivhengwa, confirmed this, saying the industry decided that it would spend the TOMSA Levy funds on things that are critical for industry to grow instead of transferring it to SAT due to getting a qualified audit.
“TOMSA cannot in good conscience give money to South African Tourism where there are clear signs of governance issues,” Tshivhengwa said.
De Lille has also faced criticism from industry stakeholders who have raised concerns about the planning and execution of Meetings Africa, one of the country’s flagship tourism trade events, citing operational weaknesses and declining confidence.
However, De Lille on Tuesday allayed fears, saying that a service provider has already been appointed for the execution of the Meetings Africa.
De Lille sought to downplay concerns of a governance crisis at the tourism marketing agency, insisting that the interim board she appointed was “doing their best” to appoint a new board, and that key executive vacancies would be filled within weeks.
De Lille dissolved the SAT board last year and replaced it with an interim structure, accusing it of unlawfully convening a special meeting. The meeting had resolved to initiate disciplinary proceedings against CEO Nombulelo Guliwe, who has been suspended over allegations of financial misconduct.
The DA and Organisation Undoing Tax Abuse (Outa) have previously accused De Lille of protecting the suspended CEO by dissolving the board instead of allowing it to pursue an investigation into the allegations – accusations De Lille denied.
SA Tourism has lost another key executive – this time chief operating officer Darryl Erasmus whose resignation becomes effective on 13 February.
SA Tourism is the state-run agency responsible for marketing SA as a tourism destination, both locally and abroad. Its work is supported by private sector organisations such as TBCSA and Satsa.