Tourism Month 2026 Launched as Durban Takes Centre Stage

 

By Fred Felton | Aug. 16, 2026

Tourism Month 2026 was officially launched by Minister of Tourism Patricia de Lille, in Durban on Thursday, 13 August. The theme for Tourism Month is ‘’Growing South Africa’s Tourism Sector in the Digital Era’’, beginning on 1 September and driving towards World Tourism Day on 27 September.

Minister of Tourism Patricia de Lille, Councillor Thembo Ntuli, Dignitaries and Surprise guest Sho Madjozi at the launch of Tourism Month 2026 in Durban. | Photo: Supplied. 

Durban continues to attract visitors, delegates and investment while showcasing the best of the country to local and international markets. Durban is South Africa’s premier coastal destination and a leading host of major events, conferences and meeting place for business events.

The timing of this launch is significant as the city hosts the 46^th Ordinary Summit of SADC Heads of State and Government from 16 to 17 August, at which South Africa takes Chairmanship of the Southern African Development Community for the 2026/27 term.

The Minister’s visit shows Durban’s position as a destination that can bring business, tourism, investment and cultural experiences together successfully.

Durban has also been confirmed as the host city for Africa’s Travel Indaba from 2026 to 2030.

The city is currently hosting a programme of regional and business engagements, providing opportunities to showcase its world-class conference and events infrastructure, but also the diverse experiences in Durban.

The eThekwini Municipality Mayor, Cllr Cyril Xaba and delegates from SADC explored Max's Lifestyle Village. | Photo: Supplied. 

Delegates from SADC have also explored the city’s heritage at the historic KwaMuhle Museum, experienced uMlazi, where they were welcomed at Max’s Lifestyle Village for an authentic township experience.

Recent milestones for Durban include the successful hosting of the Industrialisation Workshop, preparations for the 46^th SADC Summit, and site visits undertaken by the Presidential eThekwini Working Group together with the Municipality’s Executive Committee, further strengthening Durban’s profile as a destination of choice for business, investment and tourism.

EThekwini recorded the lowest official unemployment rate of South Africa’s eight metropolitan municipalities, at 21.2% according to Statistics South Africa’s Quarterly Labour Force Survey for the second quarter of 2026.

The survey estimated that around 1.29 million people in the city were employed in the second quarter, 90 000 more than in the same quarter of 2025 the largest year-on-year increase recorded in any metro, and a change Statistics South Africa reported as statistically significant.

Minister de Lille’s message that ‘’tourism begins at home’’ resonated strongly with Durban’s approach to growing the domestic tourism market. South Africans are encouraged to take a Sho’t Left and explore their own country. Durban offers a diverse range of experiences for visitors from across the country and the region.

The Minister also highlighted, technology is changing how travellers discover destinations, plan journeys and make travel decisions. For Durban’s tourism businesses, particularly SMMEs and emerging enterprises, this is an opportunity to reach new audiences and showcase experiences beyond the city’s normal tourism attractions.

‘’Durban is experiencing an exciting tourism and business buzz, and the launch of Tourism Month has provided another important platform to showcase the city’s readiness to welcome visitors, delegates, investors and event organisers,’’ said Councillor Thembo Ntuli, Chairperson of eThekwini Municipality’s Economic Development and Planning Committee.

Durban’s established position as a leading business-events destination, together with its role in hosting major regional and international engagements, creates opportunities to extend visitor stays, stimulate local spending and expose delegates and visitors to the wider Durban tourism offering.

With Tourism Month approaching, Durban invites South Africans, regional visitors and international travellers to discover the city for themselves – even for a weekend getaway, a business trip extended into a leisure experience, a cultural journey or an authentic township experience.