This September, South Africa celebrates Tourism Month, which culminates on 27th
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,” she adds.
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 22 nd and
26 th 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.
ENDS
WORD COUNT: 629
Sources:
1. Travel and Tour World
2. Insight Trends World
3. SANParks Events – National Parks Week 2025
On Behalf of:
Samantha Pillay
Director: ekko