Tourism must be SA’s defining story

I found myself reflecting deeply during our recent strategy session at the Tourism Business Council of South Africa (TBCSA). What began as a routine discussion about global developments turned into something far more profound when one of my colleagues referenced an emerging ranking placing South Africa among the top 10 countries considered safe enough for extended stays amid rising global tensions. The context was sobering.

The world is once again watching conflict unfold, this time through the escalating hostilities involving the United States, Israel and Iran. Such geopolitical instability reshapes global travel patterns almost overnight. In moments like these, travellers do what human beings have always done: they seek safety, stability and places where life feels possible again.

Against this uncertain global backdrop, South Africa appearing on a list of destinations perceived as relatively safe is no small matter. It is a reminder that even in turbulent times, our country remains a place the world looks to with curiosity and hope. But the reflection did not lead to celebration alone.

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It raised a deeper question for all of us around the table: Are we ready to seize this moment? Although global instability may temporarily redirect travel flows, the real opportunity lies not in benefiting from conflict elsewhere but in ensuring that South Africa becomes a destination the world actively chooses, whether there is conflict in other regions or not. We must remind ourselves that opportunity may knock unexpectedly but preparation determines whether the door opens.

Recent tourism figures suggest that the sector is on a path to recovery. Visitor numbers are rising again. Airports are busier.

Hotel occupancy rates are improving. Tour operators are cautiously optimistic. These numbers matter.

But they do not tell the full story. Around the boardroom table, many of us represent businesses operating at different points of the tourism value chain: hotels, tour operators, transport companies, attractions and service providers. Although the numbers may show growth, the lived experience across the sector tells a more complicated story.

For many businesses, especially smaller operators and those outside major metropolitan areas, the recovery remains uneven and incomplete. As I often remind colleagues and policymakers alike: “Numbers can comfort us but they can also conceal the work that still lies ahead.” Growth in arrivals does not automatically translate into growth in livelihoods.

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