Thriving Tourism in Tshwane: Highlights from the 2026 Showcase

The tourism industry in the Tshwane region has done more than survive — it is now stepping into a season of thriving.

This was the clear and positive message with which guests were welcomed to the Tshwane Tourism Showcase 2026 in Pretoria on Friday. The message resonates with Tourism Minister Patricia de Lille's recent remarks that "tourism is delivering", referring to the news that South Africa recorded 10.48 million international arrivals between January and December 2025 — a 17.6% increase on 2024 and the highest number ever recorded.

Tshwane’s tourism community gathered at the CSIR International Convention Centre for a day that reflected not only growth in numbers, but growth in confidence, connection and shared purpose. The Tshwane Tourism Showcase 2026, hosted by the Tshwane Tourism Association, brought together tourism businesses, government representatives, industry partners and emerging entrepreneurs for a powerful moment of engagement and collaboration.

The day was officially opened by Cllr Sarah Mabotsa, MMC for Economic Development and Spatial Planning, who set the tone by reaffirming the City’s commitment to tourism as a key driver of economic development, job creation and long-term sustainability. Her message underscored the importance of partnership and alignment between the public and private sectors as Tshwane continues to position itself as a competitive capital city destination.

Welcoming guests, Susan Marais, Chairperson of the Tshwane Tourism Association, reflected on the journey the sector has travelled in recent years. She acknowledged the resilience shown through challenging seasons, while confidently shifting the focus forward. Her message was clear and hopeful: the industry has done more than survive — it is now stepping into a season of thriving. A season marked by renewed energy, collaboration and belief in the potential of the capital city.

Networking, collaborations, friendships

The keynote address by Dr Portia Sifolo, Director of the Centre for Sustainable Tourism and Innovation, offered thoughtful insight into the role of leadership, innovation and shared vision in building a resilient tourism ecosystem. Her reflections resonated strongly with attendees, reinforcing the idea that sustainable growth is built through people working together with intention and purpose.

Beyond the formal programme, the true heart of the Showcase was found on the exhibition floor and in the conversations between sessions. The day created space for meaningful networking, spontaneous collaborations and even new friendships. Tourism businesses connected with one another, ideas were exchanged, partnerships explored and a sense of collective momentum was clearly felt throughout the venue.

As Tshwane Tourism Association celebrates its 25th anniversary year, the 2026 Showcase stood as a visible marker of progress. The energy in the room, the quality of engagement and the willingness to collaborate all pointed to one conclusion: tourism in the capital city is moving forward with confidence. The shift from survival to thriving is no longer just a message — it is becoming a lived reality for Tshwane’s tourism community.