South Africa’s G20 Tourism Summit Champions Digital Innovation, Sustainable Investment

In a landmark gathering at the iconic Kruger National Park on September 12, 2025, the world’s leading tourism ministers convened under South Africa’s G20 Presidency to chart a bold new course for global tourism. Minister of Tourism Patricia de Lille delivered a compelling address that underscored tourism’s vital role as a driver of jobs, economic growth, and cultural preservation, while calling for transformative action across four key pillars: digital innovation, equitable financing, enhanced air connectivity, and sector resilience.

De Lille opened the meeting by reminding delegates that tourism transcends leisure—it is a fundamental pillar supporting livelihoods, communities, and economic stability. She framed South Africa’s leadership as a unique opportunity to reshape the sector so it “truly leaves no one behind,” emphasizing the need for inclusivity and sustainability in a rapidly evolving global landscape.

Highlighting tourism’s immense economic footprint, the Minister noted that the industry generates \$2 trillion in export revenues, supports 371 million jobs worldwide, and accounts for 10.3% of global GDP. Africa’s performance has been particularly impressive, with a 9% increase in international arrivals in the first quarter of 2025, outpacing global averages. South Africa itself recorded over 880,000 international arrivals in July 2025, a remarkable 26% year-on-year growth, sustaining 1.5 million jobs across the sector. “This is not just about numbers—it’s about livelihoods, families, and futures,” De Lille stressed.

The G20 tourism agenda, under South Africa’s stewardship, is focused on four interconnected priorities designed to foster a more inclusive, innovative, and resilient industry.

Digital Innovation for MSMEs and Start-ups
Small and medium enterprises form the backbone of the tourism economy, yet many risk being sidelined in the digital revolution. De Lille called for targeted support to enhance digital literacy, incubator networks, and ethical technology adoption, emphasizing that innovation should empower people rather than replace them. This focus on people-centred AI and digital tools aims to unlock new opportunities for entrepreneurs and communities across Africa and beyond.

Financing and Investment for Equality and Sustainability
Addressing the persistent challenge of unequal benefit distribution in tourism, the Minister urged the mobilization of both public and private capital towards community-driven ventures and green infrastructure. She highlighted South Africa’s inaugural Tourism Investment Summit in Cape Town as a flagship legacy initiative of the G20 Presidency, designed to attract impactful investments that promote job creation and sustainable growth. De Lille also acknowledged the role of UN Tourism’s Doing Business Guides in facilitating investment flows into South Africa and the wider continent.

Air Connectivity for Seamless Travel
Recognizing that tourism cannot flourish without efficient and affordable transport links, De Lille called on G20 members—who collectively account for nearly 70% of international tourist arrivals and exports—to lead efforts in transforming aviation. She stressed the urgency of streamlining visa processes, adopting cleaner aviation technologies, and expanding regional air networks to prevent destinations from becoming isolated “islands.” Enhanced connectivity is critical for unlocking Africa’s vast tourism potential and integrating it into global circuits.

Building Resilience Against Global Shocks
The pandemic, climate crises, and economic volatility have exposed tourism’s vulnerabilities. De Lille proposed a comprehensive G20 framework focused on community-led resilience models, diversified tourism products, institutionalized stress-testing, and robust public-private partnerships. This approach aims to safeguard livelihoods and ensure the sector can withstand future disruptions while promoting sustainable development.

Sustainability emerged as a central theme throughout the Minister’s speech, linking ecological conservation with community empowerment. Using Kruger National Park as a living example, she described it as “more than a tourist destination—it is a sanctuary for biodiversity and a cornerstone of ecological preservation.” South Africa is pioneering efforts to audit major tourism events for sustainability, with the G20 meeting itself serving as a pilot project. De Lille urged other nations to adopt similar measures, cautioning that unchecked tourism growth risks damaging the very environments and cultures that attract visitors.

The Minister also spotlighted the G20 Tourism Hackathon, a youth-driven innovation challenge that brought together 48 students from 21 institutions to develop AI-powered solutions addressing real-world tourism challenges. Projects ranged from immersive heritage platforms to offline learning kiosks, illustrating how investing in youth and technology can transform the sector. “Tourism is not just about travel—it’s about transformation,” De Lille remarked.

Throughout her address, De Lille returned to the core values of South Africa’s G20 Presidency: Solidarity, Equality, and Sustainability. She called on global leaders to act decisively and collaboratively, reminding them that “the world is watching” and urging them to build a tourism sector that leaves no one behind.

The agenda set forth in Mpumalanga signals a decisive pivot towards a tourism industry that is greener, fairer, and more resilient. Anchored in Africa’s unique context yet resonating globally, South Africa’s leadership is shaping a future where tourism not only drives economic growth but also fosters social inclusion and environmental stewardship—offering a powerful blueprint for the continent’s travel sector and beyond.