Tourism Month: Lekalake backs AI to drive tourism, jobs and economic growth

Tourism Month in South Africa is centered on the theme "Growing South Africa's Tourism Sector in the Digital Era," highlighting the sector's potential for growth, job creation, and economic impact through technology. Kele Lekalake, managing director of Harvey World Travel Southern Africa and BID Travel Ambassadors, emphasizes that tourism drives foreign exchange, supports small businesses, and stimulates growth across various sectors.

She underscores that tourism is not merely about leisure but also about economic opportunities, entrepreneurship, and community development. AI is reshaping travel by personalizing experiences, automating processes, and improving service delivery, presenting an opportunity for African tourism to leapfrog traditional barriers and compete globally.

However, challenges such as connectivity, visa accessibility, infrastructure, and destination competitiveness persist, necessitating stronger collaboration between the government and the private sector. Lekalake advocates for greater cooperation to unlock tourism, trade, and investment across Africa, stressing the importance of intra-African travel to support local businesses and build a stronger continental economy.

Tourism Minister Patricia de Lille echoes Lekalake's sentiments, urging South Africans to explore domestic destinations to strengthen the sector's economic contribution. Domestic tourism is highlighted as crucial, with 21.2 million overnight trips taken in the first half of the year, up from 20.4 million the previous year, indicating a growing appetite for travel within the country.