MEC PIETERS LAUNCHES 2026 EASTERN CAPE TOURISM MONTH.

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Eastern Cape Economic Development, Environmental Affairs and Tourism (DEDEAT) MEC Nonkqubela Pieters has officially launched the province’s 2026 Tourism Month programme at Asante Estate in KuGompo, calling for a more connected, digitally visible and economically inclusive tourism sector.

The provincial launch follows the Three Provinces Tourism Month Launch held in Colesberg on Monday, where the Eastern Cape joined the Northern Cape and Free State in highlighting the importance of cross-border collaboration to grow tourism and encourage travellers to explore further and stay longer.

MEC Pieters said the two events should be understood as part of a single coordinated tourism strategy. “Visitors do not experience South Africa according to the administrative lines on our maps,” said Pieters. “They follow roads, landscapes, stories, culture, food, wildlife and the recommendations of other travellers.”

She said stronger cooperation with neighbouring provinces would create more compelling travel routes and give visitors greater reasons to stay longer and spend more across the region.

The 2026 Tourism Month theme, “Growing Tourism in the Digital Era,” comes at a time when technology and artificial intelligence increasingly influence how travellers discover destinations and make purchasing decisions.

MEC Pieters said the opportunities presented by artificial intelligence must be embraced, but with caution. “Artificial intelligence cannot replace the knowledge of a local guide, the creativity of an artist or the warmth of genuine hospitality,” she said.

She urged tourism businesses to ensure that what they advertise online reflects the actual visitor experience.

“What you advertise must be real. Give clear directions, use honest photography, and welcome your visitors with a smile. The best marketing remains word of mouth,” she said.

She stressed that tourism should not be viewed merely as a destination marketing exercise but as an economic intervention capable of creating livelihoods and stimulating local economies.

She said visitor spending must reach people across the tourism value chain, including farmers, crafters, artists, tour guides, transport operators and young people, particularly in small towns, rural communities and coastal villages.

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To achieve this, she outlined five priorities for the Eastern Cape tourism sector:

• Turn visibility into business by linking destination marketing to bookable products and measurable bookings.

• Improve the full visitor journey, including roads, signage, safety, service quality and reliable online information.

• Expand participation by women, young people, rural enterprises and community-based businesses.

• Protect the natural and cultural assets that make tourism possible and give destinations their unique character.

• Strengthen accountability, cooperation and good governance across the tourism ecosystem.

MEC Pieters said government and its partners must also help emerging tourism businesses overcome barriers to digital participation, including connectivity, equipment and skills.

“Government cannot end with telling small businesses to become digital,” she said. “We must recognise that many emerging enterprises still face barriers involving connectivity, equipment, skills and access to suitable platforms.”

Eastern Cape Parks and Tourism Agency Chairperson Dr Sonwabile Mangcotywa highlighted the central role of heritage in strengthening the province’s tourism proposition. “The Eastern Cape is the jewel of the world when it comes to cultural tourism,” said Mangcotywa, pointing to heritage assets including its two UNESCO World Heritage Sites, Mqhekezweni and the University of Fort Hare.

He also highlighted the Province’s religious heritage, including its association with Reverend Tiyo Soga, and called for greater creativity in presenting it to domestic and international visitors. “Many people don't know their own country,” said Mangcotywa, arguing that domestic tourism should remain an important counter-balance to the focus on international visitors.

The 2026 Tourism Month programme will seek to strengthen the connections between destinations, products, communities and markets, while ensuring that tourism growth translates into tangible opportunities for people and businesses across the Eastern Cape.