From 17 to 19 September 2025, the Sun City Resort played host to the Tourism Business Council of South Africa (TBCSA) Conference under the powerful tagline “Tourism Matters.” Over three days, industry leaders, government representatives, tourism professionals, and stakeholders from across the country gathered to share insights, strategies, and innovations that continue to shape the future of South Africa’s tourism landscape.
About TBCSA
The Tourism Business Council of South Africa (TBCSA) is the umbrella organisation representing the interests of the travel and tourism private sector in the country. As a key advocacy body, TBCSA works closely with government, tourism boards, and industry players to influence policy, address challenges, and foster growth within the sector. Their initiatives focus on positioning South Africa as a competitive and sustainable destination by ensuring collaboration between businesses, government, and communities. Through strategic programs, partnerships, and research, TBCSA continuously drives the message that tourism is not just leisure—it is a vital contributor to the country’s economy and employment.
Day One: Setting the Tone
The conference opened with a focus on market segmentation, led by the Chief Strategy Officer of South African Tourism. This session provided valuable insights into how we can better understand and target specific markets to maximize growth opportunities. David Frost then unpacked inbound travel industry initiatives, highlighting the strategies being developed to strengthen South Africa’s global competitiveness.
Delegates also gained insights into the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, presented by Glenton de Kock. This session showcased the immense potential of business tourism in driving economic impact while building South Africa’s reputation as a premier events destination.
The day concluded with a welcome cocktail reception—a vibrant networking platform where colleagues, partners, and peers from across the tourism value chain connected and exchanged ideas in an atmosphere of collaboration.
Day Two: Policy, Growth, and Opportunities
The second day began with a moving rendition of the national anthem, followed by a welcome from the Premier of the North West Province.
South Africa’s Minister of Tourism, Patricia de Lille, shared encouraging news: visitor arrivals are surpassing pre-COVID levels. She reaffirmed government’s commitment to reaching the ambitious target of 15 million international arrivals. This momentum, she said, demonstrates the resilience of the tourism sector and the renewed appetite for travel to South Africa.
Minister of Home Affairs, Leon Schreiber, followed with significant updates on visa reforms. Since the inception of the Trusted Tour Operator Scheme (TTOS) in 2023, visa processing has improved substantially, particularly for Asian markets like India and China. Additionally, easing entry requirements for Kenya and Ghana has already resulted in increased visitor numbers. Looking forward, Home Affairs is piloting an Electronic Travel Authorization (ETA) app for G20 delegates—set to debut before the G20 Summit in November. This digital solution, designed to reduce fraud and long queues, will eventually extend to other international visitors. Importantly, the ETA will also allow travellers to extend their stay from 90 to 180 days while offering reminders before visa expiry. These efforts reflect government’s dual priorities: boosting arrivals while ensuring safety and security for both visitors and the country.
International perspectives came from Al Merschen of MMYG Global, who shared fascinating insights into the American travel market. The USA remains a strong source market, with approximately 30,000 Americans visiting South Africa annually. Yet, the potential is far greater: 45% of the 68 million Americans open to international travel express interest in visiting South Africa. Notably, solo travel is trending strongly—61% of these travellers are solo adventurers, with high spending power and an appetite for immersive experiences.
Merschen emphasized that travel companies must adapt to evolving trends:
- Harness the power of AI for PR, personalization, and search visibility.
- Create short-form, engaging video content for platforms like TikTok and YouTube Shorts to capture dwindling attention spans (now averaging 8 seconds).
- Embrace “Bleisure” travel, where business and leisure overlap, since many travellers continue to work while on holiday.
- Move from USP (Unique Selling Proposition) to TSP (Timely Selling Point), offering fast, personalized, and time-sensitive solutions for modern travellers.
He also encouraged seasonal selling—promoting experiences aligned with seasonal activities such as ski trips in winter, shark cage diving in summer, or South Africa’s famous wine harvest. This approach not only maximizes tourism potential but also creates year-round engagement with diverse audiences.
The day closed with a high-level panel discussion moderated by Nozipho Tshabalala. Industry leaders including Kirby Gordon (FlySafair), Ramasela Ganda (ZEDA), Lindiwe Sangweni-Siddo (City Lodge), and Ross Volk (MSC Cruises South Africa) debated “Tourism Outlook 2025 and Beyond.” A central theme emerged: while opportunities are vast, safety and security must remain top priorities to ensure travellers stay longer and return again.
Day Three: Looking Ahead
The final day concluded with a keynote from TBCSA CEO, Tshifhiwa Tshivhengwa, who reflected on the council’s progress since its inaugural conference in 2022. He outlined achievements to date and reaffirmed the role of TOMSA in supporting the industry. Looking ahead to 2026, Tshivhengwa promised continued delivery on TBCSA’s mandate—driving growth, collaboration, and sustainability across South Africa’s tourism ecosystem.
KKT’s Representation
Kathorus Kgotso Tourism (KKT) was proudly represented at the conference by Chairperson Keneiloe Modise, SG Lebohang Ramushu, PR Morena Mosia, and the Strategy Team led by Tisetso Bodiba. Our presence at Tourism Matters 2025 was an opportunity to engage with partners, showcase township tourism, and promote the vision of Kathorus as a thriving cultural destination.
Final Reflections
The TBCSA Conference 2025 reaffirmed what we already know: tourism truly matters. It matters for the economy, for job creation, for cultural exchange, and for building South Africa’s global identity. The discussions, insights, and networking sessions at Sun City painted a clear picture of both opportunities and challenges ahead.
As we look toward the next conference in 2026, one thing is certain—our industry is stronger when we collaborate, innovate, and continuously remind the world why South Africa is worth visiting.
Tourism Matters. Today, tomorrow, and always.
