Tourism is one of the most promising sectors for youth employment in South Africa, and a record 1,9 million employment opportunities were expected in the sector this year. So says Trialogue director Cathy Duff hot off the heels of the announcement that Sanlam’s Youth4Tourism won the 2025 Trialogue Strategic CSI Award.
Sanlam’s Youth4Tourism initiative, launched in partnership with the Youth Employment Service (YES), has been named the winner of the 2025 Trialogue Strategic CSI Award, recognising its innovative approach to tackling youth unemployment while revitalising South Africa’s tourism sector.
Since it is not always easy for young people without work experience to find meaningful placements, Youth4Tourism bridges this gap by funding and designing pathways for young people to enter the sector.
Sanlam chief transformation officer Thandeka Nkambule said: “This recognition affirms that empowering youth is not just a social imperative. It is a business strategy that unlocks talent, drives innovation and builds sustainable values for the future.”
In light of this positive outlook, in this article, we share advice from Siya Mthethwa, Chief Strategy Officer at South African Tourism and Acting Chief Convention Bureau Officer.
Tip #1: Your Online Profile is Your Digital Front Door
Mthethwa points to a vital element of modern-day travel. “Think about it, where does a modern holiday begin? Not in a travel agency, but on a screen. Today’s traveller starts their journey with a search, and increasingly, they’re using AI tools like ChatGPT to plan their trips.”
This is why it is so important to ensure your business can be found online. “If your business isn’t easily found online with up-to-date information, you’re invisible.” Furthermore, he explains that if you don’t have the correct, updated information available online, showing up in AI-search might cause “hallucination” of incorrect details. Yet, the simplest way is to set up your Google Business Profile. It’s free and can be set up within minutes.
Tip #2: Get The Official Stamp Of Approval
Nowadays, in an online world, online scams are more prevalent than ever. Where digital customers need to verify if your business is legit, official grading from the Tourism Grading Council of South Africa provides a “stamp of approval” that builds immediate trust. “For SMMEs in smaller towns, villages, or townships, a Basic Quality Verification is a fantastic entry point,” Mthethwa notes. “For more established businesses, accolades for being ‘family-friendly’ or a great ‘wedding venue’ can make you stand out.
“Don’t let cost be a barrier. The Department of Tourism’s Grading Support Programme offers discounts of 80% to 90% for small businesses. When a traveller is choosing between two similar options, that official grading could be the very thing that makes them choose you.”
Tip #3: Connect With The Big Players
“Many of the bookings you will get this festive season come from connections made months ago with tour operators and travel buyers. To keep your pipeline full for next year, you need to go where the buyers are,” he states. “This is what SA Tourism’s major trade platforms, Meetings Africa and Africa’s Travel Indaba, are all about. These events give SMMEs direct access to over 1 000 local and international buyers who book rooms and tours in bulk. If you can’t exhibit at these events, just attend as a visitor. It will help you understand the market, see what your competition is doing, and start building your network.”
Tip #4: Your Best Market Research Is Free
Digital also means that you don’t need a fortune to understand what your customers want. “They are giving you free, real-time feedback every single day on platforms like Google, Booking.com, and TripAdvisor. So, set aside some time each week to read those reviews,” Mthethwa explains about using digital tools. “ You can easily find out information like what is the one thing everyone consistently praises? Do more of that! What are the recurring complaints?”
Mthethwa also shares that business owners need to look back on reviews to get a clear picture of shortcomings too. “Were there common issues with overcrowding, slow service, or a lack of holiday cheer? Fix those problems before the new season of visitors arrive,” he concludes.
