Africa's Travel Indaba 2026 is being held in KwaZulu-Natal from 11 to 14 May, drawing participation from more than 22 African countries. Attention is squarely on tourism’s role in driving jobs, trade and economic growth across South Africa and the continent.
Prof. Elmarie Slabbert, research director of Tourism Research in Economics, Environs and Society (TREES) at the North-West University (NWU), says Statistics South Africa data shows tourism remains a key source of jobs and output, requiring policy makers to strengthen the sector as a driver of economic activity.
Accounting for one in every 18 jobs
South Africa’s tourism sector employed close to one million people in 2024, accounting for 5,7% of total employment, or one in every 18 jobs. The sector now employs more people than mining and agriculture, reflecting its reach across accommodation, transport, attractions, events and small enterprises.
“Tourism remains one of the most labour-absorbing sectors in South Africa,” says Prof. Slabbert. “It creates opportunities across different skills levels and regions, which makes it central to economic participation.” This is critical considering that unemployment stood at 31,4% in the fourth quarter of 2025.
Tourism’s contribution to gross domestic product has been expanding. The sector accounted for 3,7% of GDP in 2019 and rose to 4,9% in 2024. This means that for every R100 generated in the economy, R4,90 is linked to tourism activity.
“This growth shows the potential of the sector, but it also highlights the need to improve access, service levels and marketing to attract international visitors,” Prof. Slabbert says.
Africa as a connected destination
The Africa Travel Indaba 2026, taking place at the Inkosi Albert Luthuli Convention Centre in Durban, is intended as a platform to convert tourism demand into trade agreements and partnerships by bringing together buyers, exhibitors, destination marketers and tourism service providers.
“Events such as this one create a direct link between tourism potential and economic activity,” Prof. Slabbert says. “They allow South Africa to position itself in the global market and connect with buyers who influence travel flows.”
Beyond South Africa, collaboration across the continent is seen as a route to increased visitor numbers and spending. Prof. Slabbert says visa systems, marketing and travel routes must be aligned to present Africa as a connected destination.
“Tourists do not see borders in the same way governments do,” she says. “If countries work together on visas, marketing and transport, this can result in extended stays and increased spending across multiple destinations.”
Strategic tourism leadership needed
She adds that skills development remains a constraint, particularly at management level. A recent study conducted by TREES in the sector identified a gap in strategic leadership within the sector.
“The sector focused on entry-level training, but there is now a need for middle and senior management skills,” says Prof. Slabbert. “This is where decisions are made that influence growth and investment.”
Infrastructure is central to tourism performance. Investment in roads, signage, digital systems and transport networks is required to support visitor movement. Safety concerns also continue to influence travel decisions.
“Tourism depends on safe and reliable environments,” Prof. Slabbert says. “If visitors do not feel secure, they choose other destinations.”
She says targeted investment in infrastructure and security programmes, combined with skills development, could expand tourism’s role in economic growth and employment.
Prof. Elmarie Slabbert
