World Tourism Day 2026
Celebrating Tourism's Power to Connect People, Places and Opportunities
World Tourism Day is celebrated globally on 27 September each year under the leadership of World Tourism Day and UN Tourism (formerly UNWTO). The date commemorates the adoption of the founding statutes of the global tourism body and provides an opportunity for countries around the world to reflect on tourism's social, cultural and economic impact.
Tourism Month is observed annually throughout September in South Africa to promote domestic travel, showcase the country's diverse tourism experiences and highlight the sector's contribution to economic growth, job creation and community development. The campaign aligns with global celebrations of World Tourism Day and encourages South Africans to discover the destinations, cultures and experiences found across the country.
Tourism is one of the world's most significant economic sectors, supporting millions of livelihoods, driving investment, fostering cultural exchange and contributing to sustainable development. UN Tourism promotes responsible, sustainable and accessible tourism as a catalyst for economic growth and social progress.
Tourism Month 2026 Theme
South Africa's Tourism Month and World Tourism Day celebrations for 2026 are held under the theme:
"Growing South Africa's Tourism Sector in the Digital Era"
The theme highlights the growing role of digital innovation, technology and artificial intelligence in transforming visitor experiences, improving tourism services, increasing destination visibility and supporting sustainable tourism growth.
What this means for the Western Cape
The Western Cape's greatest tourism asset is its people. Across the province, guides, entrepreneurs, artisans, food producers and community leaders create experiences that showcase the region's unique character and diversity.
At the same time, digital innovation is transforming how visitors discover, plan and experience travel. From online booking platforms and smart destination tools to digital storytelling and AI-powered travel planning, technology is helping tourism businesses reach new markets, enhance visitor experiences and grow sustainably.
How Technology Enhances Tourism
FIND YOUR NEXT ADVENTURE
Access inspiring destinations and experiences across the Western Cape.
PLAN WITH CONFIDENCE
Use digital resources to build personalised travel experiences.
EXPERIENCE MORE
Navigate attractions, events and tourism offerings with smart visitor tools.
STAY CONNECTED
Engage with local stories, businesses and communities throughout your journey.
HELP DESTINATIONS THRIVE
Amplify local tourism through reviews, recommendations and shared experiences.
Spring into action across the Western Cape
This Tourism Day, residents are encouraged to explore local destinations, attend events and support tourism businesses across the province.
As tourism continues to evolve in the digital era, technology is making it easier for travellers to discover new destinations, access travel information, share experiences and connect with local communities. By combining innovation with authentic experiences, the Western Cape is growing a tourism sector that supports jobs, strengthens communities and showcases the very best of the province.
Explore. Connect. Experience. Discover the experiences waiting for you across the Western Cape this Spring.
For more events and travel inspiration
Visit Wesgro, the official Destination Marketing Organisation of the Western Cape.