The theme for World Tourism Day 2024 is Tourism and Peace, and rightfully so with the amount of negativity and ongoing tension in the world. Pursuing peace is a continuing endeavour, and progress through tourism is more relevant than ever.
Tourism can play a vital role in fostering peace and understanding between nations and cultures and supporting reconciliation processes. Tourism also plays a critical role in sustainable economic growth and job creation, thus helping to garner a sense of pride, accomplishment, and unity among South Africans.
Expansion is needed
Tourism already plays a massive role in the South African economy, but that role could be significantly bigger if a couple of key issues could be addressed collaboratively between the government and stakeholders in the tourism and hospitality sector.
The capacity on inbound flights – we need more flights and especially more direct flights between major international destinations and South Africa. Furthermore, visa requirements for South Africa need to be critically assessed and systems put in place to make the process simpler and more cost-effective.
The unemployment rate in the country is sitting at around 32% and we know that more tourists mean more jobs, so removing the barrier – such as this visa issue – should be a top priority. Tourism Month needs to be – above all – an opportunity for ongoing dialogue and debate on the measures, policies, and vision needed to grow the sector to the benefit of far more South Africans.
A tool for sustained change
Tourism plays a crucial role in the growth of economies around the world – contributing to job creation, the strengthening of communities, the development of infrastructure, and the conservation of the environment. At its core, investment into tourism creates much-needed awareness around deeper, pressing issues faced by countries.
Relate Bracelets, a 100% NPO, recognises the importance of tourism as a tool for driving sustained change. To do their part, the organisation has partnered with many beneficiaries such as Elephants Alive, Ikamva Labantu, The Amy Foundation, Blind Loyalty, and so much more who do incredible work on the ground in South Africa to support conservation efforts as well as local vulnerable communities.
South Africa’s vibrant landscapes, diverse cultures, and rich history offer something extraordinary to every traveller. But the true magic lies in how we, as custodians, use tourism as a powerful force for good. From safeguarding our incredible wildlife to empowering young people in under-resourced communities, we have the responsibility—and the privilege—to drive meaningful change. Every visitor, every story shared, and every action taken helps build a brighter, more sustainable future for all.
Bridging social and cultural gaps
We have seen that tourism fosters inclusivity and unity by creating opportunities for people from different cultures, backgrounds, and regions to interact and engage in meaningful exchanges. It celebrates diversity by showcasing unique cultures, traditions, and perspectives, which promotes understanding, tolerance, and respect for others.
By connecting individuals from diverse backgrounds, tourism helps bridge social and cultural gaps, breaking down stereotypes and fostering empathy. Moreover, it plays a crucial role in economic empowerment by creating jobs and opportunities, particularly for marginalised communities, thus promoting both social and economic inclusion.
The shared experiences that tourism offers—whether through travel, cultural festivals, or interactions with local communities— unite people around common interests and create a sense of belonging.
Tourism also helps to facilitate cultural exchange, which enables the transfer of ideas, knowledge, and traditions. This, in turn, enriches societies and fosters a broader global perspective that embraces diversity and cooperation.
