North West MEC for Economic Development, Environment, Conservation and Tourism Bitsa Lenkopane has called on media organisations to use digital platforms to help drive tourism growth, attract visitors and unlock greater economic opportunities for businesses across the province.
Speaking at the Tourism Month media launch, Lenkopane urged journalists and media houses to produce compelling digital content showcasing the North West’s tourism assets, including its wildlife, heritage, culture, food, entertainment and hospitality sectors.
She said media coverage should extend beyond established attractions to highlight lesser-known destinations, tourism businesses and communities that form part of the province’s tourism value chain.
The call comes as South Africa marks Tourism Month under a digital-focused theme, highlighting the growing role of artificial intelligence and other digital technologies in how tourism destinations and businesses market themselves and connect with potential visitors.
Lenkopane also announced that media houses that actively market and promote the province’s tourism offerings could receive marketing equipment valued at R300,000. The initiative is intended to strengthen collaboration between government and the media while increasing the visibility of local tourism products and businesses.
The department has identified digital marketing as an important tool for expanding the province’s tourism footprint, with initiatives including QR-code-based marketing and digital campaigns aimed at promoting local tourism products and services.
The push for greater digital exposure comes as the provincial government seeks to increase the economic contribution of tourism. The department has allocated R70 million to tourism development and promotion in the 2026/27 financial year, covering destination marketing, investment promotion, tourism safety, heritage tourism, youth employment and enterprise development.
For tourism operators, small businesses and communities, increased digital exposure could help expand their customer base, attract investment and create new opportunities across the tourism value chain.
Lenkopane’s appeal positions the media as a key partner in turning the province’s tourism assets into greater economic activity by connecting North West destinations and businesses with wider domestic and international markets.
