De Lille addresses tourism sector challenges and initiatives in South Africa

Tourism Minister Patricia de Lille on Tuesday addressed several issues concerning South Africa’s tourism sector, clarifying misconceptions and outlining ongoing initiatives.

This comes as De Lille is facing mounting criticism for defending the embattled South African Tourism (SAT), sparking outrage among opposition parties and industry stakeholders.

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 on Tuesday 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), Mr. 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, on Tuesday night 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 emphasized that supply chain management decisions fall under the board’s fiduciary duties and that she does not interfere in these processes. She has requested a report from the board on the rollout and preparations ahead of the event next month.

Regarding staff changes at SAT, the minister explained that resignations, including that of acting CEO, Daryl Erasmus, were based on personal career choices, with no direct link to operational issues.

She said the recruitment for the chief operations officer and chief marketing officer positions will begin on February 1st, with completion expected by late February or early March.

The disciplinary process for the CEO Nombulelo Guliwe is ongoing, overseen by the board. Guliwe was suspended by the now dissolved board last year over allegations of financial misconduct.

Among the claims was a R4.1 million prepayment to a service provider for work that investigators allege was never completed. The company implicated in the matter has denied any wrongdoing.

"I do know that the board has set the time for themselves to conclude this whole disciplinary process also by the end of February, early March," De Lille said.

De Lille stressed that the department operates according to approved annual performance plans and medium-term development plans, ensuring continuity even during staff transitions.

She said the Department of Tourism has received two consecutive clean audits, demonstrating sound governance despite repeated unsubstantiated allegations from a small group of employees.

She said these allegations were investigated by a Senior Counsel appointed through the State Attorney’s office; however, the complainants refused to participate and provide evidence.

De Lille also reported that the country recorded 10.48 million international arrivals between January and December 2025, a 17.6% increase on 2024 and the highest number ever recorded.

“Tourism is working. Tourism is delivering. And tourism will remain a cornerstone of inclusive growth, investment, and job creation in South Africa,” De Lille said.

According to the Department of Tourism, South Africa’s global appeal was further boosted when the country was named Best Destination: Africa 2025 by the Travel Weekly Reader’s Choice Awards.

Cabinet has endorsed a Tourism Growth Partnership Plan, developed jointly with industry, to drive further expansion. A central focus is making travel to South Africa easier, including the rollout of the Electronic Travel Authorisation (ETA) system in key markets such as India, China, Mexico and Indonesia.

The full implementation of the ETA is expected to create between 80 000 and 100 000 jobs, while new air routes are improving connectivity.

BUSINESS REPORT