MIDDELBURG – Mpumalanga is taking its tourism promotion into the digital space as it looks to attract more travellers and give local tourism businesses greater visibility.
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.
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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.
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The campaign aims to increase visibility to draw more visitors and spending to the province, while creating greater opportunities for local businesses and communities.
