Gauteng Tourism Pumps R41 Billion into GDP and R19 Million into SMMEs

Gauteng’s Tourism Sector: Economic Growth and Opportunities in 2024/25

Gauteng’s tourism sector has delivered impressive economic growth in the 2024/25 financial year, injecting over R41 billion into the province’s GDP. Additionally, it contributed approximately R19 million to small, medium, and micro enterprises (SMMEs). These figures reinforce Gauteng’s position as South Africa’s most visited and economically significant province, underscoring the substantial role tourism plays in both local and national economies.

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The Economic Impact of Gauteng Tourism

Tourism is a key pillar of Gauteng’s economy. The sector’s remarkable R41 billion contribution to the province’s GDP highlights its essential role in job creation, business development, and regional prosperity. Gauteng’s position as a continental gateway, coupled with its excellent air connectivity and diverse attractions, has helped the province become a tourism powerhouse.

According to MEC for Economic Development and Finance, Lebogang Maile, Gauteng exceeded its target of R29 billion for the year, reaching a record R41 billion. This achievement can be attributed to strategic investments in airlift capacity, new flight routes, and impactful destination marketing. Moreover, hosting major events and exhibitions played a key role in this growth.

Empowering Small Businesses through Tourism

A notable aspect of Gauteng’s tourism growth is its direct benefit to local entrepreneurs. The sector generated approximately R19 million in revenue for SMMEs across industries like accommodation, food and beverage, retail, entertainment, and tour operations. This aligns with Gauteng’s government efforts to empower local businesses and ensure inclusive economic participation.

This boost to small businesses enables them to expand, innovate, and create jobs, reinforcing tourism’s role in empowering communities and contributing to broader economic development.

Record-Breaking International Arrivals

In 2024/25, Gauteng welcomed over 3.8 million international visitors, a substantial increase from the previous year’s 2.6 million. This surge in arrivals highlights the province’s growing appeal despite global challenges, such as geopolitical tensions and extreme weather events. The influx of tourists has heightened demand for services, leading to increased spending across the province’s diverse sectors.

Events and festivals are vital contributors to this growth, generating an estimated R1.8 billion in local economic activity. These gatherings not only draw tourists but also create temporary jobs and showcase Gauteng’s rich cultural diversity.

Addressing Challenges in Tourism

Despite the impressive growth, Gauteng’s tourism sector faces ongoing challenges. These include global economic uncertainties, regional conflicts, rising transport costs, and other operational complexities that influence travel behaviour and spending patterns.

In response, the Gauteng Tourism Authority (GTA) and the provincial government have launched several strategic initiatives to ensure sustainable growth, including:

• Targeted destination marketing campaigns that promote Gauteng as a must-visit destination.
• Infrastructure development to enhance the overall tourist experience.
• Skills development programmes that equip local businesses and workers with the tools to succeed in the tourism industry.
• Strategic partnerships with international organisations and businesses to strengthen Gauteng’s global position.

These actions ensure Gauteng’s competitiveness as a top tourism destination while mitigating external risks.

The Importance of Gauteng’s Tourism Sector

Beyond its economic impact, tourism in Gauteng fosters social cohesion and cultural exchange. It supports community development, creating diverse employment opportunities across various sectors like hospitality, transport, entertainment, and retail. By supporting livelihoods and encouraging broad-based economic inclusion, tourism plays a pivotal role in the province’s socio-economic fabric.

In 2024/25, Gauteng’s tourism performance highlighted the province’s resilience and its capacity for sustained growth. This strong performance also marks Gauteng as a key player in South Africa’s recovery post-pandemic.

Strategic Responses to External Challenges

To ensure continued growth, Gauteng’s tourism sector must remain adaptable and responsive to external factors. Global political instability, climate change, and fluctuating travel trends could threaten the sector’s progress. However, the Gauteng Tourism Authority has implemented various strategies to manage these risks, including:

• Enhanced destination marketing efforts to attract a diverse range of tourists.
• Developing better infrastructure to improve accessibility and tourist experiences.
• Building stronger ties with the private sector to foster collaboration and shared success.

By taking proactive steps, Gauteng is positioning itself to thrive despite global uncertainties.

Capitalising on Gauteng’s Global Connectivity

Gauteng’s air connectivity remains one of its greatest assets. The province’s status as a major international hub, facilitated by OR Tambo International Airport, plays a critical role in attracting global visitors. With direct flights to over 25 African cities, Gauteng is well-positioned to benefit from increased regional travel and business tourism.

Strategic partnerships with airlines have made travel to and within the province more accessible. The return of direct international flights has significantly enhanced Gauteng’s connectivity, benefiting both the tourism and business sectors.

Events and Festivals: A Catalyst for Economic Growth

Events and festivals are crucial to Gauteng’s tourism success. In 2024/25, the province hosted numerous signature events that attracted both domestic and international visitors. These events not only generated substantial revenue but also created temporary employment opportunities and showcased Gauteng’s vibrant cultural scene.

With an estimated R1.8 billion generated from hosted events, Gauteng continues to position itself as a premier destination for international conferences, exhibitions, and cultural festivals. These events play a key role in elevating Gauteng’s global profile and driving the local economy.

Innovating for Sustainable Tourism Growth

Looking ahead, Gauteng’s tourism sector is focused on innovation and collaboration. To sustain its growth, the province will explore new opportunities in music, sports, and wellness tourism. Digital technologies and partner marketing initiatives will play a pivotal role in attracting new visitors and ensuring the province remains competitive in the global tourism market.

The Gauteng Tourism Authority is also committed to infrastructure development, with plans to build world-class facilities such as the Ga-Rankuwa Hotel School, which will help drive the growth of the local tourism and hospitality industries.

A Bright Future for Gauteng’s Tourism Sector

Gauteng’s tourism sector is thriving, and the future looks even brighter. With continued investment in infrastructure, destination marketing, and event hosting, the province is well on its way to becoming a global leader in tourism. As the province moves forward, it remains committed to fostering inclusive economic growth, empowering local businesses, and showcasing Gauteng’s unique cultural and tourist offerings.