South African tourism leadership is engaging industry stakeholders at the Tourism Business Council of South Africa (TBCSA) Tourism Leadership Conference, held on 27 and 28 October 2026 at Sun City in the North West province, as the sector reflects on three decades of collaboration and private-sector development.
The conference brings together tourism leaders and industry representatives to discuss the sector’s direction, changing market conditions and opportunities to strengthen South Africa’s position as a tourism destination.
On the opening day, South African Tourism Chief Strategy Officer Siyabonga Mthethwa presented insights into changes in tourism markets over the past year. His session addressed developments shaping the sector and the importance of understanding evolving market conditions.
Chief Marketing Officer Sithembile Ndaba also spoke about South Africa’s destination brand and how the country is perceived internationally. Destination branding and international perception remain important considerations for tourism marketing, particularly as destinations compete to attract visitors from overseas markets.
Acting South African Tourism CEO Ismail Dockrat also engaged with industry stakeholders during the conference, including TBCSA CEO Tshifhiwa Tshivhengwa. Tshivhengwa’s session examined domestic tourism marketing and ways to encourage more South Africans to travel within their own country.
Domestic tourism is an important part of the industry’s market, making effective marketing and coordination relevant to businesses seeking to attract local travellers. Discussions around domestic demand also provide an opportunity for industry stakeholders to consider how their marketing efforts can support broader tourism objectives.
The conference comes as the industry marks 30 years of collaboration and private-sector development. Its discussions provide a forum for tourism organisations and businesses to exchange perspectives, coordinate marketing priorities and identify areas where closer cooperation could support sector growth.
South African Tourism’s participation reflects the organisation’s engagement with industry leaders on destination marketing, market developments and the role of domestic travel. Bringing these priorities into a shared industry discussion allows stakeholders to address common challenges and consider how their respective efforts can contribute to tourism development across the country.
