The shift is at the heart of this year’s Tourism Month programme, launched at Loskop Nature Reserve on Monday, 31 August, 2026 by the Mpumalanga Tourism and Parks Agency (MTPA) and the Department of Economic Development and Tourism (DEDT).

Speaking at the launch, DEDT MEC Jesta Sidell, said the programme, running under the theme: “Growing South Africa’s Tourism Sector in the Digital Era,” would focus on using technology to change how Mpumalanga showcases its attractions and connects tourism businesses with travellers.

“We are expanding digital marketing platforms, leveraging artificial intelligence (AI), and using social commerce tools to connect regional tourism operators directly to global and local travelers,” said Sidell.

READ | Province sees rise in tourist numbers over festive season

The digital push is also expected to create opportunities for smaller operators, particularly those in rural and township areas, to reach potential visitors.

“Our digital transformation must be inclusive, ensuring that small tourism businesses, emerging products and community tourism enterprises can participate meaningfully in the digital economy,” she added.

Targeted digital training will be rolled out during this month to help tourism entrepreneurs strengthen their online presence and make better use of digital platforms. The campaign will also encourage South Africans to explore more of what the province has to offer. “We want South Africans to travel more, stay longer and spend locally,” said Sidell.

As part of the month-long programme, visitors will be able to explore selected provincial nature reserves at reduced or waived entry fees during Sho’t Left Travel Week and Mahala Week, including Loskop, Blyde River Canyon and Manyeleti.

Other activities include the Mpumalanga Tourism Expo, Tourism Careers Expo, Tourism Educators’ Seminar, Barberton Makhonjwa Mountain Marathon and Provincial Tourism Day in Dullstroom on 26 September.

ALSO READ | Triland wins Best Foreign Award at the Fikani Tourism Fair

The campaign aims to increase visibility to draw more visitors and spending to the province, while creating greater opportunities for local businesses and communities.

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Among them is 31-year-old Nothando Mazibuko, a Security Environmental Monitor at Songimvelo Nature Reserve. She works alongside field rangers as part of the team involved in protecting the reserve and its natural environment from threats such as poaching.

Speaking to Mpumalanga Mirror, Mazibuko reflected on her experience of working in a male-dominated field and the challenges that come with her role.

“Most of the time we patrol at night, which is very uncomfortable for me. There are also firearms there, and most of the time I go into the field unarmed. Sometimes you will find that I’m the only woman with them at night,” she said.

For Mazibuko, navigating that environment has meant learning resilience and self-reliance. “I have to be strong and I have to protect myself, because out there everyone looks after themselves,” she added.

Despite the challenges, she remains committed to the work. Wildlife protection, she says, is about more than enforcing rules, it’s about safeguarding a legacy for future generations.

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MEC Sidell led a Mpumalanga delegation to the annual tourism trade show held from 11-14 May, where the province showcased its tourism offerings under the brand “The Place of the Rising Sun”.

During the event, the MEC and Interim Board Chairperson of the Mpumalanga Tourism and Parks Agency, Fish Mahlalela, engaged with local and international buyers, investors and tourism stakeholders to strengthen partnerships and boost tourist arrivals.

Key engagements included meetings with the Indian Consulate, delegations from Mozambique and Eswatini, as well as neighbouring provinces including Gauteng, Limpopo and KwaZulu-Natal. According to the department, the Indian Consulate committed to assisting in marketing Mpumalanga through its social media and marketing platforms.

READ | Africa’s Travel Indaba cements its Pan-African status

Sidell also hosted a Tourism Investment Dialogue with potential investors aimed at positioning Mpumalanga as an investment-ready tourism destination.

“We are delighted to indicate that we held a successful Tourism Investment Dialogue with potential investors to engage on various investment opportunities Mpumalanga tourism can offer. Our discussion with the potential investors were anchored on the understanding that tourism is a vital, labor-intensive pillar on the developmental agenda, driving inclusive economic growth, poverty alleviation and infrastructure investment,” explained MEC Sidell.

“I can assert without fear of contradiction that the Place of the Rising Sun is uniquely positioned to become a leading tourism investment destination,” added Sidell. The Africa’s Travel Indaba provided Mpumalanga with an opportunity to market its tourism products and experiences to predominantly international hosted buyers and global tourism stakeholders.

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The project, located in Cape Agulhas in the Western Cape, forms part of government’s drive to ensure tourism development directly benefits local communities. The R82 million development, led by the Department of Tourism in partnership with South African National Parks and the Department of Forestry, Fisheries and the Environment, delivered tangible results during its construction phase.

READ | Winter tourism campaign kicks off

Speaking during the handover, Tourism Minister Patricia de Lille said the development highlighted the direct impact of tourism investment on communities. “This project has created 117 local employment opportunities and supported 9 local SMMEs,” she said.

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She added that such initiatives demonstrated how tourism infrastructure could drive inclusive growth. “This is a clear demonstration of how tourism infrastructure contributes directly to job creation and enterprise development.”

Beyond employment, the project also prioritised skills development, with local workers receiving accredited training in areas such as painting and horticulture, skills expected to benefit them beyond the lifespan of the project.

READ MORE | Triland Tour gets new injection at the Indaba

For local entrepreneurs, the upgraded precinct created a new platform to showcase their work and grow their businesses. One local entrepreneur, Thapelo Mohoto, who recently secured a stall at the precinct, said the opportunity had been life-changing.

“I’m truly grateful for this opportunity, as it helps me put food on the table and support my family. It also means a lot to showcase my work here and be part of something this big,” he said.

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The inclusion of local SMMEs formed part of a broader effort to ensure that economic benefits were shared within nearby communities, including Agulhas, Struisbaai and Bredasdorp.
According to South African National Parks, the project demonstrated how conservation and development could work together to deliver both environmental and socio-economic value.

The upgraded precinct, which includes improved visitor facilities, a restaurant and an interpretation centre, is expected to attract more tourists to the area, creating further opportunities for local businesses in hospitality, crafts and tourism services.

As visitor numbers grow, so too does the potential for sustained economic activity, positioning the Cape Agulhas Lighthouse precinct not only as a key tourism attraction, but also as a driver of local development.

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This decision follows a comprehensive assessment conducted after the recent heavy rainfall that affected parts of the tourism sector in the province. The safety of visitors remains a top priority; therefore, visitors are urged to exercise caution when exploring the attraction sites, as some roads may still be slippery due to persistent rainfall.

MTPA employees will be on the ground to assist visitors at all facilities, and tourists are kindly requested to adhere to all safety rules and guidelines during their visit.

READ | Province sees rise in tourist numbers over festive season

The agency also encourages tourists visiting Mpumalanga to explore other attraction sites across the province, including those
in the Nkangala and Gert Sibande regions.

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The decision is informed by further assessments conducted due to persistent heavy rainfall. These measures have been implemented to prioritise the safety of both visitors and employees.

MTPA appeals to tourists and the business community to exercise patience and understanding during this period. Tourists are encouraged to explore alternative attraction sites offered by the Place of the Rising Sun.

READ | Province sees rise in tourist numbers over festive season

Further communication will be issued once the situation improves and the sites are deemed safe for access.

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The Mpumalanga Tourism and Parks Agency (MTPA) announced this last week, attributing the success to the collective efforts of its stakeholders and strategic partners, who worked together to ensure a safe and enjoyable experience for visitors.

The MTPA implemented its Tourism Safety Strategy and provided tourists with safety tips to assist them during their visit. The agency’s efforts to promote Mpumalanga as a top tourist destination have paid off, with the province’s unique offerings and warm hospitality attracting more visitors than ever before.

MTPA Acting Chief Executive Officer (CEO), Lemmy Mdluli, expressed his sincere gratitude to all visitors for choosing Mpumalanga as their destination of choice. “We would like to thank all our tourists for choosing Mpumalanga as their preferred tourist destination and encourage them to regard our province as their second home away from home,” said Mdluli.

READ | MTPA Interim Board appointed

The increase in tourist numbers is expected to have a positive impact on the local economy, with visitors injecting much-needed revenue into the province’s tourism industry. The MTPA has expressed its gratitude to all stakeholders involved in making the festive season a success.

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Recognising the pivotal role that MTPA plays in stimulating economic growth and job creation, MEC Sidell has prioritised the swift appointment of an Interim Board comprising of men and women who possess the necessary expertise and experience to manage the affairs of the entity.

The MEC appointed the Interim Board, which will be led by former Deputy Minister of Tourism, Fish Mahlalela following the expiry of the term of office of the previous MTPA board on 31 August 2025, to manage the affairs of the entity until a permanent board is appointed.

READ | Fish Mahlalela to head interim MTPA Board to release forensic investigation outcome

Sidell explained that the MTPA is very strategic and critical for government in the pursuit of the three main priorities of the 7th Administration.

“The swift appointment of the interim Board should send a strong statement that we are committed to revive the Entity to its former glory. We hold a view that it must be through this entity that as government we are able to grow the economy and dismantle the triple challenges of poverty, unemployment and inequality. Therefore, we are not going to allow the
entity to fail”, said MEC Sidell.

The members of the Interim Board are as follows:

Mr. Fish Mahlalela (Chairperson)
Ms. Tholi Nkambule
Prof. David Mabunda
Ms. Malinda Grimbeek
Mr. Sizile Ndlovu
Ms. Qondile Thabethe
Mr. Mzilikazi Khumalo
Mr. Sandile Nene
Ms. Mohita Latchminarin
Ms. Sister Monama
Ms. Thembelihle Anawo

“Tourism is one of the main sectors with huge potential to contribute meaningfully to the growth of the provincial economy and job creation. Therefore, as the department, we will continue to support the MTPA in its quest of making Mpumalanga a tourist destination of choice”, added Sidell.

As the interim board assumes its fiduciary and statutory duties as prescribed in the MTPA Act, 2005, PFMA, 1999, and Companies Act, 2008, the MEC has directed the board to pay special attention to the following urgent tasks:

-Develop and submit a coherent turnaround strategy and a detailed plan that will focus on ensuring effective and efficient financial management systems, including ensuring a procurement system that is effective, efficient and transparent.
-Implementation of Forensic Report recommendations.
-Resolve the ongoing the impasse regarding the development of the Barberton Makhonjwa Mountains World Heritage Site.
-Filling of critical posts.
-Improve staff morale.

READ | MTPA CEO placed on precautionary suspension

Sidell further extended her appreciation to the members of the interim board for their willingness to serve on the interim Board.

” I have confidence that you are equal to the task ahead. I wish you all the best in your responsibility to transform the entity
into a viable and strategic vehicle to drive economic growth in the province. Equally, we extend our appreciation to the outgoing board for steering the ship during its tenure”, she concluded.

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The meeting follows a number of concerns raised by the Kruger Lowveld Tourism around the unpalatable condition of some of the tourism sites under the management of MTPA, across the Panorama Route.

“I must indicate that we acknowledge the issues that have been raised and the challenges that are bedeviling our Public Entity, the MTPA, hence we have decided to convene this very important meeting to process the issues and find collective solutions to the challenges”, explained Sidell.

READ | Winter tourism campaign kicks off

The discussions anchored on collaboration and a coherent approach to reposition the Province as the ultimate tourism destination. Working with the private sector as a major stakeholder, the Department seeks to foster a meaningful tourism revitalization strategy for economic growth that contribute to the creation of the much-needed jobs and eradication of poverty.

The meeting further reflected on the prevailing infrastructure challenges of the MTPA and resolved to implement a comprehensive inclusive turnaround strategy in which the stakeholders also need to play their part in the identified challenges.

The MEC reiterated the importance of convening meetings with various key stakeholders and role-players, as they also need to contribute to the solid and coherent strategies geared towards elevating tourism in the province.

READ MORE | MTPA launches provincial Tourism Month

The meeting oriented by solution-driven discussions between the Department and the tourism stakeholders (KLCBT), agreed that stronger collaboration is essential to resolve infrastructure challenges and to ensure Mpumalanga continues to attract both domestic and international tourists.

The MTPA reassured that interventions are already underway to address infrastructure-related constraints. These interventions and efforts aims to restore and improve the state of the tourism sites and ensures that tourist visits are not compromised.

Among some of the pivotal outcomes of the meeting, is the ring-fencing of all income generated by Panorama Route Sites such as the God’s Window, Pinnacle Rock, Bourke’s Luck Potholes and the Three Rondavels for their direct infrastructure maintenance.

Another significant outcome is to revive the Tourism Think Tank – a collaborative vehicle to facilitate engagements and strategic collaboration between government and the tourism industry, as well as to oversee the revitalisation of the Mpumalanga Tourism sector. The Think Tank will engage on strategies to enhance the quality of the existing tourism offerings and explore opportunities to develop new tourism experience while marketing the province to improve the Tourism attraction.

Despite the challenges, the meeting also acknowledged progress made in key areas such as tourism safety and victim support.
The Tourism Safety Forum is now operational, resulting in a notable reduction in safety-related incidents. Where incidents do occur, response times are swift, and victim support is managed professionally and compassionately. In order to ensure proper collaborations and synergy going forward, the meeting agreed to meet regularly to address matters of common interest.

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The pointers raised was to also heighten the factors that as a Triland, you can explore the bushveld and wildlife in Mpumalanga in the morning, then cross over to Eswatini at midday to experience its cultural value and wildlife too, then later enjoy the ocean and nightlife entertainment in Mozambique, all in one day.

READ | DEDT MEC leads delegation of exhibitors to the 2025 Africa’s Travel Indaba

It was also raised by the Inter-Ministerial Networking Session of the three countries that there is a dire need to also infuse the notion of working closely with the private sector in order to realise significant growth in the tourism industry within the three countries and also inclusive of the entire SADC countries which include the likes of Zimbabwe, Botswana, Malawi, Zambia, eventually it will spread to the entire African Continent.

The plan includes the following:

• Reviewing of the Triland Tour concept to accommodate more members and creating a 3-leg set of tours each year;
• Creating a joint Tourism Development and Promotion campaign;
• Creating an Investment Promotion;
• Focus on the Promotion of major events within three countries and beyond;
• Tourism Routes Development;
• Research and Information Development;
• Tourism activities to be governed by the three main countries;
• Easing of accessibility into the three countries, including easy access to visas where required;
• Ensuring roads infrastructure are in good condition and most importantly, that tourist safety is at the top of the agenda in each country.
Three main events that were identified the following:
• Tourism Expo in Mpumalanga during September (Tourism Month);
• Bushfire in Eswatini (May-June), Umhlanga-Reed Dance (August September) in Eswatini; and
• Fikani Fair Trade in Mozambique (October).

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