SA Eyes Tourism as a Catalyst for Youth Jobs, Skills, and Innovation

Minister de Lille underlined the tourism sector’s critical contribution to South Africa’s economy, not just as a revenue generator but as a high-potential job creator.

Tourism isn’t just about scenic landscapes and cultural experiences anymore—it is increasingly being recognized as a transformative economic force capable of addressing some of South Africa’s most urgent challenges, including youth unemployment and digital inequality.

This was the core message shared by Tourism Minister Patricia de Lille during her keynote address at the Middle East Africa (MEA) Future Leaders Challenge South Africa, held this week in Johannesburg. The event, which gathered budding tourism professionals from 18 leading tourism and hospitality institutions, is part of the broader G20 Tourism Hackathon—an initiative that fosters innovation and technology-driven solutions within the global travel and tourism sector.

Reimagining Tourism as a National Growth Engine

Minister de Lille underlined the tourism sector’s critical contribution to South Africa’s economy, not just as a revenue generator but as a high-potential job creator. However, she emphasized that tapping into this potential requires strategic investment in people—especially young people.

“Tourism plays a significant role in our economy and has the potential to create many more jobs,” she stated. “But to truly unlock that potential, we need a skilled, adaptable workforce, especially among our youth.”

De Lille’s call comes at a time when South Africa’s unemployment rate—especially among young people—remains alarmingly high. The key, she believes, lies in closing the existing skills gap through targeted training, forward-thinking education, and technological adoption.

Building a Digitally Literate, Future-Ready Workforce

“We must develop and harness critical skills like digital literacy, AI-driven customer service, digital marketing, data analytics, and sustainability. These are no longer optional; they are essential,” the Minister emphasized.

She urged educators, businesses, and policymakers to focus on equipping the next generation of tourism leaders with practical, future-ready competencies. This approach includes incorporating technology and sustainability into tourism curricula, along with expanding access to real-world learning opportunities like internships, mentorships, and leadership development programs.

The Department of Tourism is currently undertaking a review of its training and development strategies. This review aligns with the National Tourism Sector Strategy (NTSS) and other national development plans that aim to make the tourism industry more inclusive, resilient, and future-focused.

Leveraging Global Trends and Digital Nomadism

With the global travel landscape evolving in the wake of the pandemic, De Lille highlighted the need for South Africa to adapt to new traveler preferences. Remote work, digital nomadism, and experiential travel are becoming mainstream, and countries that recognize and prepare for this shift are reaping the rewards.

“South Africa must learn from countries like the UAE, Brazil, Ethiopia, and India, who are embracing Digital Nomad Tourism,” she said. “We need reliable infrastructure—think seamless mobility, fast internet, and remote work hubs. These are deal-breakers for modern travellers.”

According to De Lille, the aim is not merely to attract foreign digital nomads but to also cultivate an ecosystem where young South Africans can become digital entrepreneurs, tour operators, content creators, and hospitality innovators.

Collaborating for National Impact

Emphasizing the importance of collective action, De Lille reiterated that the transformation of the tourism sector cannot occur in silos.

“Public-private partnerships are vital,” she said. “We need businesses, universities, and government to collaborate, invest in skills training, and create jobs. This isn’t just about tourism; it’s about our future.”

She called on the private sector to play an active role in skills development, offering internship programs, supporting research, and sharing best practices. Universities and colleges were encouraged to update curriculums to reflect the rapidly changing dynamics of tourism and travel.

A Call to Action for Youth Leadership

De Lille concluded with a message of empowerment and urgency for South Africa’s youth.

“We must empower our youth not just with skills, but with mentorship and real leadership opportunities. Let’s transform our young people into the job creators of tomorrow,” she said. “The world is changing. Let’s ensure our youth are ready to lead that change.”

As the MEA Future Leaders Challenge continues to cultivate a new generation of tourism professionals, it offers a glimpse into what a revitalized, inclusive, and tech-forward South African tourism industry could look like—one that not only welcomes the world but also uplifts its own.