DULLSTROOM – Tourism businesses in Mpumalanga have been encouraged to embrace digital technology to attract more visitors, expand their markets and create economic opportunities, particularly in townships and rural communities.
Mpumalanga Tourism and Parks Agency (MTPA) chairperson Fish Mahlalela delivered the keynote address on behalf of MEC for Economic Development and Tourism Jesta Sidell during the Provincial Tourism Awareness Day held at Sakhelwe Community Hall in Emakhazeni on Saturday, 26 September 2026.
Held under the theme “Growing South Africa’s Tourism Sector in the Digital Era”, the event focused on domestic tourism, heritage and the growing importance of technology in promoting local destinations.
Dullstroom, renowned for its fly-fishing, mountain scenery and rich history, was highlighted as an example of how tourism can stimulate economic activity beyond major cities.
“Tourism is not merely an industry; it is a bridge connecting communities, preserving cultures, and generating sustainable livelihoods,” Mahlalela said in the MEC's prepared address.
He said digital platforms had transformed how travellers discover, plan and experience destinations, creating opportunities for small tourism businesses to reach broader markets.
“Today, many journeys begin on a screen. Someone sees a destination on TikTok. Someone watches a travel content creator. Someone searches for a restaurant online.”
He encouraged tourism operators, including small businesses and homestays, to use social media, digital platforms and online booking systems to promote their services.
“Local businesses, micro-enterprises, and homestays must leverage digital platforms, social media, and online booking engines to reach broader markets.”
Mahlalela also called on young people, particularly women, to use technology and social media to promote Mpumalanga's attractions, including the Blyde River Canyon, Pilgrim's Rest, wildlife experiences, cultural villages and locally produced crafts.
“We need new voices, new ideas, if we are to transform our sector and build a better tourism for all.”
He said integrating digital platforms into local tourism businesses could help extend the benefits of visitor spending to surrounding townships and rural communities.
The address highlighted tourism's contribution to Mpumalanga's economy, with research by the Department of Economic Development and Tourism indicating that the sector contributes approximately 3.5% directly to the province's gross domestic product and supports about 60,000 jobs.
Mpumalanga welcomed approximately 2.74 million international visitors in 2025, accounting for 26.1% of all international arrivals to South Africa. International arrivals increased by 29.1% compared with 2024.
During the same period, international visitors spent approximately R8.5 billion in the province, while domestic overnight visitors contributed a further R11.8 billion.
“Tourism continues to be one of the great success stories of the Mpumalanga economy,” Mahlalela said.
He emphasised that tourism's contribution extended beyond accommodation establishments and major attractions, as visitors also supported restaurants, transport operators, local shops, tour guides and other small businesses.
“Every visitor who comes to Mpumalanga brings opportunities into our economy.”
With the provincial unemployment rate at 36.6% in the second quarter of 2026, Mahlalela said tourism remained an important sector for creating jobs and expanding economic opportunities, particularly for young people and rural communities.
“For far too long, many communities living alongside world-class tourism assets have watched opportunity pass them by.”
He highlighted the Mpumalanga Tourism Youth Fund, launched in 2024 in partnership with the National Youth Development Agency (NYDA), as one of the initiatives aimed at increasing youth participation in the sector.
According to the address, R12 million has been disbursed to support 52 youth-owned tourism businesses operated by people aged between 18 and 34.
The department has also supported the star grading of six tourism establishments in Gert Sibande District through the Tourism Grading Council of South Africa.
Similar support is planned for Emakhazeni, where the department is working with the municipality, MTPA and the Local Tourism Organisation to identify establishments for grading. The process is expected to be completed before September 2027.
Mahlalela said the initiative would help businesses improve their service standards and strengthen Mpumalanga's appeal as a tourism destination.
“The time for decisive investment is now.”
Responding to a question from Highveld Chronicle about the tourism opportunities presented by the upcoming 40th commemoration of the Mbuzini tragedy, Mahlalela said the event would take place on 19 October 2026 at the Samora Machel Monument and Museum in Nkomazi.
He said the programme, led by the Mpumalanga Department of Culture, Sport and Recreation in partnership with national government, would honour former Mozambican President Samora Machel and the other victims of the 1986 plane crash.
Mahlalela indicated that international delegates were expected to attend, presenting opportunities for local accommodation establishments and other tourism businesses.
Tourism Month activities also included the three-day Mpumalanga Tourism Expo at Riverside Mall, which brought together 64 exhibitors, including participants from Eswatini, 16 hosted buyers and 46 local hospitality and tourism students.
The expo provided opportunities for business networking while supporting hospitality, transport, entertainment and retail services.
Speaking on the sidelines of the expo, MTPA acting chief executive Pamella Ntuli said the agency was working to increase tourist arrivals and encouraged visitors to explore Mpumalanga's scenery, attractions and wildlife experiences.
Mahlalela concluded his address by encouraging tourism stakeholders, entrepreneurs and communities to work together to promote the province through innovation and digital technology.
“Let us use technology not to replace our unique stories, but to amplify them.”
