On Thursday (6/11), during the launch of the province’s summer tourism campaign at the Gariep Dam Forever Resort, economic, small business development, tourism, and environment MEC Ketso Makume encouraged Free State residents to think local. The campaign forms part of the Free State’s broader goal to promote provincial tourism and economic growth. 

During the launch, Makume called on Free State residents to embrace the province’s untapped tourism potential and take pride in the hidden gems on their doorstep. 

“We are challenging the leadership – from the premier to MECs, mayors, and councilors … (and) all business people who are living here and even those who are staying outside the province that this summer holidays must be spent in the Free State,” said Makume. “We can’t promote tourism, invite others to come to Free State to enjoy, whereas we leave and go to Durban or the Western Cape. It makes no sense.”

Gariep Dam, one of Africa’s largest reservoirs, is not only a vital water source for the region but also a potential catalyst for tourism-driven growth. Located in the economically struggling Xhariep district municipality, Gariep represents both the challenges and opportunities faced by the entire province.

The dam is surrounded by financially stressed towns, burdened by poverty and a lack of significant economic activity. But Makume said its potential is a key asset in transforming the economy in the region. 

Great, a lot, everything

The Gariep dam was chosen for the launch to reflect the provincial government’s aim to attract investment, create job opportunities, and boost the local economy.

The dam, completed in 1972, was originally named the Hendrik Verwoerd dam after SA’s sixth prime minister. However, in 1996, following the end of apartheid, it was renamed Gariep dam, with “Gariep” being a Khoi San word meaning “great, a lot, or everything”. 

A residential area was developed to house workers for the project, eventually becoming the town of Gariep. 

As part of the event, journalists were allowed to experience the dam on a boat cruise. The scenic views, peaceful waters, and surrounding natural beauty highlighted the area’s untapped tourism potential. 

The provincial government’s goal is to showcase such lesser-known treasures and position the Free State as a must-visit destination, rather than a province that tourists simply pass through, said Makume. While tourist hotspots such as Clarens and Parys are well-known and popular, Makume said the Free State hoped to diversify its offerings, extending the spotlight to lesser attractions such as the Gariep, where tourism can be developed to benefit local communities.

“The challenge is not just to show the beauty of the province, but to invite South Africans and eventually international visitors to discover all that the Free State has to offer.”

The province’s summer tourism campaign was launched at Gariep Dam. Photo: Kekeletso Mosebetsi

Makume also pointed to the importance of leadership in supporting this vision, urging local government officials, business owners, and residents to work together to promote the Free State’s tourism potential. 

“We have to create the space for ourselves first, and then others will follow. Tourism is a vehicle for social change, economic growth, and job creation. But it starts with us, embracing what is in our own backyard.”

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OFM News/Kekeletso Mosebetsi, Refilwe Bekane mvh