South African tourism sectors eye AI and digital tools for growth

Tourism leaders and government officials in South Africa are emphasizing digital innovation and artificial intelligence to drive economic growth and increase visitor numbers.

In Cape Town, the city's Tourism and Place Marketing Branch collaborated with Meta to host a knowledge-sharing session focused on how digital platforms and AI can elevate destination marketing. The city's ‘This Is Cape Town’ campaign has already generated 250 million impressions across Meta platforms, with significant reach in India, Africa, and South America. Officials noted that the goal is to move beyond mere engagement to actual conversion, such as flight and hotel bookings.

Meanwhile, in the Eastern Cape, stakeholders are calling for the province to embrace AI to remain competitive in the global market. Despite possessing seven of South Africa's nine biomes, the province currently attracts only 3% to 4% of inbound international travelers. Industry experts suggest that leveraging technology is essential to ensure the province's natural and cultural assets are visible to modern travelers who increasingly rely on AI-driven search and decision-making tools.