The Tourism Month Launch 2026 was successfully held on 04 September 2026 at Boland Cricket Stadium in Paarl, bringing together government representatives, tourism stakeholders, industry leaders and local businesses to celebrate the contribution of tourism to economic growth, job creation and community development.
Marking the start of Tourism Month celebrations, under the national theme, “Growing South Africa’s Tourism Sector in the Digital Era,” the importance of embracing technology and innovation to strengthen the country’s tourism sector and create new opportunities for growth was highlighted.
Discussions focused on how digital tools, including social media, online booking platforms, mobile applications, digital maps and artificial intelligence, are transforming the way travellers discover, plan and experience destinations.
Stakeholders were encouraged to use technology to increase destination visibility, improve visitor experiences and strengthen business competitiveness. Particular emphasis was placed on supporting small, medium and micro enterprises (SMMEs), community tourism initiatives and local entrepreneurs to participate more effectively in the digital economy.
“As we embrace technology to advance tourism and strengthen our economy, we must remember that people remain at the heart of the sector. It is through our interactions, hospitality and community spirit that we create memorable experiences, build strong destinations and support sustainable economic growth,” said Cllr Koos Steyn.
Set against the backdrop of Boland Cricket Stadium, the launch offered an ideal platform to showcase the diverse tourism assets of Paarl and the Cape Winelands, including its renowned food and wine experiences, rich cultural heritage, sporting attractions and scenic beauty. The venue further underscored the important role of sport in driving tourism and destination development.
Partnerships between government, tourism organisations, the private sector and communities were strengthened once more, encouraging collaboration to grow a more inclusive and sustainable tourism industry.
