Johannesburg – This month, South Africa celebrates Tourism Month, which culminates on 27 September with World Tourism Day.
The local 2025 theme, “Tourism and Sustainable Transformation,” shines a spotlight on domestic travel and the importance of sustainable practices in protecting the country’s natural and cultural treasures, a mission that holidaymakers themselves are increasingly supporting.
Since the disruption of the pandemic, local tourism has bounced back with surprising strength, and it’s clear that South Africans are embracing home-grown adventures with genuine enthusiasm.
Last year alone, South Africans poured over R430 billion into local adventures, and the World Travel & Tourism Council (WTTC) is projecting domestic visitor spending to grow to R445 billion in 2025.
This shows that local travel isn’t just keeping the tourism engine running – it’s powering it forward, one trip at a time.
And that enthusiasm is reflected in how travellers are rediscovering world-class local experiences.
“There’s something really special about exploring your own backyard,” says Samantha Pillay, Director at ekko, a leading lifestyle brand for millennials.
“From coastlines to mountain ranges, heritage to language, South Africa’s natural and cultural tapestry is rich in its depth and beauty.”
This growing appreciation for homegrown experiences also mirrors wider shifts in travel preferences. Modern travellers are increasingly seeking authenticity over Instagram moments.
And research shows that Millennials and Gen Z are leading the way in sustainable travel, looking for eco-friendly accommodations, low-carbon transport, and experiences that align with their environmental values.
These younger travellers are helping shape a tourism sector that’s more conscious of its impact.
“In response, several South African hotels, lodges, and resorts are stepping up their sustainability game, with tangible changes that reflect both market shifts and a growing sense of environmental responsibility,” notes Pillay.
“From solar panels and water-saving systems to recycling, local sourcing, and greener supply chains, the sector is embracing change – reducing plastics, reusing water, and cutting energy use.
“This allows guests to enjoy holidays that are both fun and responsible, but much more still needs to be done.”
Yet even with this renewed interest in local travel, many South Africans who have travelled overseas, sometimes more than once, may never have seen the West Coast bloom into a carpet of wildflowers in spring, or watched Addo’s elephants roam against spectacular backdrops, or felt the crisp mountain air while hiking in the Outeniqua or Drakensberg mountains.
Fortunately, these local gems don’t require passports, visa queues, or foreign currency conversion stress – just a desire for new experiences.
And this September offers another incentive to explore locally.
Between the 22nd and 26th September, South Africans with valid IDs can enjoy free day passes to most national parks.
Whether you fancy hiking Table Mountain Reserve, exploring Addo Elephant Park, or taking in the Blyde River Canyon, there’s something spectacular waiting everywhere.
Even the iconic Kruger National Park opens its gates for free during this week.
Beyond Tourism Month, innovative models like ekko’s share-based membership are making South African travel more accessible year-round.
With access to over 50 luxury resorts and discounted stays at more than 10 000 additional properties, members can enjoy quality getaways without the high costs.
Added savings on flights, car rentals, and lifestyle perks – from guided tours to dining and spa treatments – make it easier to explore more, spend less, and savour the journey.
“Tourism Month reminds us that local is not only lekka – it’s lasting,” Pillay concludes.
“From undiscovered treasures to familiar favourites, every trip creates memories while uplifting communities through job creation and local spending, preserving our diverse cultures, and protecting the environment. It’s a definite win-win.”
Travel Smart, Live Well! Start your journey at www.ekko.co.za to find out more.
