Bloemfontein — The Free State government is urging bold investment and a stronger digital push for tourism as it launched Tourism Month in Bochabela, Bloemfontein, on Sunday (13 September).
At the provincial launch hosted at K la K Car Wash, Free State MEC for economic, small business development, tourism and environmental affairs Ketso Makume said government, entrepreneurs and small businesses should be prepared to invest in areas that have been neglected to create new economic opportunities.
“Government, entrepreneurs and small businesses must be brave and invest everything where there’s nothing to create something,”
Makume said the province needs to be more assertive in marketing its attractions, pointing to the Free State’s landscapes, mountains, water and rolling hills as assets that should deliver “life-changing experiences” to visitors.
Regional marketing and event impact
The launch coincides with a regional initiative in which the Free State, Northern Cape and Eastern Cape are working together to market the three provinces as a single destination. The stated goals are to create jobs, support small businesses and encourage tourists to travel across provincial borders.
Makume highlighted the positive knock-on effects of flagship events. He said he had contacted hotels over the weekend to establish how rooms were booked during the Macufe festival and was told establishments were fully booked — an example he used to underline how events can stimulate the local hospitality sector.
Investment in resorts and digital access
Acting head of the provincial Department of Economic, Small Business Development, Tourism and Environmental Affairs (Destea), Pakiso Lebone, said approximately R46 million is being invested to refurbish provincial resorts, which the department regards as important tourism draws and sources of economic spin-offs.
| Item | Detail |
|---|---|
| Resort refurbishment | R46 million (approximately) |
| Regional marketing | Free State, Northern Cape, Eastern Cape joint campaign |
Lebone said the department plans to explore enhanced digital collaboration with the Free State Gambling Authority and to invest directly in technology so facilities are easier to find, navigate and book.
Practical priorities for businesses and visitors
Officials set out priorities that combine infrastructure, events and digital access. The launch emphasised the need for tourism businesses to embrace online platforms so that attractions and accommodation are searchable and bookable.
- Increase marketing across provincial borders to attract more visitors.
- Use digital platforms to make attractions and facilities easier to find and book.
- Invest in resort refurbishments to expand local economic spin-offs.
Makume framed the strategy around job creation, noting the Free State’s central location in South Africa as a competitive advantage for drawing domestic travellers. He said collaboration with hospitality owners is a key departmental objective.
What this means for the Free State
The renewed focus on marketing, events and digital access aims to convert natural and cultural assets into measurable economic benefit. For municipalities, tourism businesses and small entrepreneurs, the message is clear: align offerings with online channels and event calendars to capture visitor spend.
For residents and prospective visitors, the department’s commitments suggest improved facilities at provincial resorts in the months ahead and a wider range of marketed experiences as the interprovincial campaign rolls out.
Provincial authorities have linked the Tourism Month launch to earlier campaigns, such as last year’s summer push at the Gariep Dam Forever Resort, signalling a continuing programme of seasonal promotions and infrastructure work.
The department’s remarks at the launch underline two central themes: use events to drive immediate demand, and invest in digital and physical infrastructure to sustain longer-term growth. Officials offered these steps as part of a strategy to generate jobs and stimulate small business activity across the province.
