Online platforms and artificial intelligence could help smaller tourism businesses reach more visitors as South Africa prepares to mark World Tourism Day on 27 September. The Department of Tourism will host the national World Tourism Day celebration at Legend Golf & Safari Resort in Limpopo under the theme “Growing South Africa’s Tourism Sector in the Digital Era”.
The department said the celebration will focus on how digital technology and artificial intelligence can improve visitor experiences, destination management, business efficiency and more inclusive tourism.Tourism Minister, Patricia de Lille, has highlighted the role of digital platforms in helping smaller businesses become more visible to potential visitors. “Technology platforms must help tourism businesses become more visible and discoverable,” De Lille said at the launch of Tourism Month in August. She said digital platforms and content creators could also introduce people to places and experiences they may not otherwise consider.
“The media and content creators can help introduce South Africans to places and experiences they may never have considered,” she said. For businesses in areas such as Lenasia South, Ennerdale, Lawley, Zakariyya Park and surrounding communities, this could create opportunities to promote local food, cultural experiences, events, accommodation and other tourism-related services online. The department has also linked the digital transformation of tourism to opportunities for small, medium and micro enterprises, saying technology should lower barriers to participation rather than create new ones.
“Technology should lower barriers to participation and not create new ones,” De Lille said.She said tourism was about more than travel and could contribute to jobs, entrepreneurship, heritage and communities.“Tourism is not simply about travelling from one place to another. It is about creating jobs, supporting entrepreneurs, preserving our heritage, strengthening communities, and building national pride,” De Lille said.
World Tourism Day forms part of Tourism Month, which encourages South Africans to explore local tourism offerings and support businesses in the sector. The 2026 global theme is “Digital Agenda and Artificial Intelligence to Redesign Tourism”, while South Africa is using the localised theme focused on growing the sector in the digital era. The national celebration in Limpopo will include government and tourism sector representatives, local artists and cultural groups, a digital tourism activation and a Sustainability Village.
As more travellers use online searches, social media and AI tools to discover destinations and plan trips, local businesses have an opportunity to make their products easier to find and share. For smaller operators, maintaining an accurate online presence, posting regularly and making information about their services easy to access could help them connect with customers beyond their immediate communities.
