Tourism is a key contributor to economic growth, job creation and sustainable enterprise development in the North West, DEDECT MEC Bitsa Lenkopane said during the official launch of North West Tourism Month at Bakgatla Resort in Pilanesberg.
The launch brought together media partners, tourism stakeholders, municipalities, departmental entities and Bakgatla Ba Kgafela, represented as the host traditional authority, to promote an inclusive and digitally integrated visitor economy in the province.
This year’s Tourism Month theme, “Digital Transformation and Artificial Intelligence to Redesign Tourism,” places technology and innovation at the centre of efforts to strengthen the tourism sector and improve accessibility, product development and market visibility. Tourism sector records R11 billion in revenue
Addressing attendees, MEC Lenkopane highlighted the sector’s economic contribution during the 2025/26 financial year, reporting 4.1 million domestic trips, 458,000 international arrivals and R11 billion in tourism revenue.The sector also sustained more than 9,200 jobs, reflecting tourism’s role in supporting livelihoods and economic activity across the province.
“Tourism goes beyond leisure – it is a critical driver of economic growth, job creation, and sustainable enterprise development that directly feeds families across our communities,”
MEC Lenkopane said.She further noted that every district contributes to the province’s tourism economy, with government focusing on improving access, encouraging investment, supporting product development and strengthening market visibility.Digital transformation and sustainable tourism Lenkopane said the province’s tourism development approach seeks to balance tourism growth with conservation, heritage and wildlife resources, while promoting the sustainable use of digital technology.
“Our goal is to maintain a balanced approach between tourism, conservation, heritage and wildlife resources, as well as the sustainable use of digital technology for innovation and accessibility, thereby ensuring meaningful contribution to economic growth,” she said.The focus on digital transformation and artificial intelligence signals an emphasis on technology-driven innovation and accessibility within the province’s tourism industry.
Media competition to support tourism storytellingThe launch also forms part of a media competition in which participating media houses will compete through their coverage of North West tourism.The competition includes recognition for articles that generate strong audience engagement, including likes and other interactions. Winning media houses are expected to receive prizes to support the purchase of equipment for their organisations.
The initiative creates an opportunity for media platforms to highlight the province’s tourism offerings, share information about tourism development and increase public awareness of destinations and opportunities within North West.
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