ETHEKWINI NEWSFLASH
FOR IMMEDIATE RELEASE
DURBAN TAKES CENTRE STAGE AS TOURISM MONTH 2026 IS LAUNCHED
Durban has taken centre stage in South Africa's tourism calendar following the official launch of Tourism Month 2026 in the city on Thursday, 13 August, by Minister of Tourism Patricia de Lille. Tourism Month runs under the theme "Growing South Africa's Tourism Sector in the Digital Era", beginning on 1 September and culminating in World Tourism Day on 27 September.
As South Africa's premier coastal destination and a leading host of major events, conferences and business gatherings, Durban continues to attract visitors, delegates and investment while showcasing the very best of the country to local and international markets.
The timing of the launch is particularly significant, as the city prepares to host the 46th Ordinary Summit of SADC Heads of State and Government from 16 to 17 August, at which South Africa assumes the Chairmanship of the Southern African Development Community for the 2026/27 term.
The Minister's visit further reinforces Durban's position as a destination that can successfully bring together business, tourism, investment and cultural experiences.
Durban has been confirmed as the host city for Africa's Travel Indaba from 2026 to 2030, following a competitive national process that recognised the city's infrastructure, track record and strategic positioning within South Africa's tourism economy.
The city is currently hosting a dense programme of regional and business engagements, providing opportunities to showcase not only its world-class conference and events infrastructure, but also the diverse experiences that make Durban a compelling destination.
As part of the SADC delegates' Destination Durban experience, delegates attending the Council of Ministers Meeting stepped beyond the conference room to explore the city's heritage at the historic KwaMuhle Museum, before continuing their experience in uMlazi, where they were welcomed at Max's Lifestyle Village for an authentic township experience.
These experiences demonstrate the breadth of Durban's tourism offering from its rich history and cultural heritage to its vibrant township economy, food, entertainment, beaches and hospitality.
Recent milestones, including the successful hosting of the Industrialisation Workshop, preparations for the 46th SADC Summit, and site visits undertaken by the Presidential eThekwini Working Group together with the Municipality's Executive Committee, have further strengthened Durban's profile as a destination of choice for business, tourism and investment.
According to Statistics South Africa's Quarterly Labour Force Survey for the second quarter of 2026, eThekwini recorded the lowest official unemployment rate of South Africa's eight metropolitan municipalities, at 21.2%.
The survey estimates that approximately 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 reports as statistically significant.
Tourism, business events and the wider visitor economy are among the sectors that support employment and local enterprise in the city, and the current events pipeline is intended to sustain that activity.
Minister de Lille's message that "tourism begins at home" also resonates strongly with Durban's approach to growing the domestic tourism market. As 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 city is also well positioned to benefit from the growing importance of digital platforms in tourism. As the Minister highlighted, technology is changing how travellers discover destinations, plan their journeys and make travel decisions. For Durban's tourism businesses, particularly SMMEs and emerging enterprises, this presents an opportunity to reach new audiences and showcase experiences beyond the city's traditional 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.
"From major regional meetings and international business events to township experiences, heritage attractions and our world-renowned hospitality, Durban continues to demonstrate that it is much more than a leisure destination. It is a city where business, culture, tourism and investment intersect."
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.
As Tourism Month approaches, Durban is inviting South Africans, regional visitors and international travellers to discover the city for themselves – whether through a weekend getaway, a business trip extended into a leisure experience, a cultural journey or an authentic township experience.
ENDS
Issued by eThekwini Municipality's Marker and Communications Directorate
