These were the words of Free State MEC for economic, small business development, tourism and environmental affairs Ketso Makume during the provincial launch of Tourism Month at K la K Car Wash in Bochabela, Bloemfontein, on Sunday (13/9).

The launch comes as the Free State, Northern Cape and Eastern Cape joined forces to market the neighbouring provinces as one tourism destination, focusing on creating jobs, supporting businesses, and encouraging visitors to travel beyond provincial borders.

Makume said the province needs to become more aggressive in marketing its tourism offering to attract visitors to its landscapes, mountains, water, hills and other attractions.

“The important thing is that when many visitors descend on the province to enjoy the landscapes – the mountains, rolling hills and attractions – they above all embrace life-changing experiences.”

He said collaboration with hospitality business owners is among the department’s key objectives, pointing to the impact of major events such as the Macufe festival on the local tourism industry. He had contacted hotels over the weekend to establish how business was during the Macufe main festival, and was told establishments were fully booked.

Creating much-needed job opportunities remains one of the department’s major objectives, particularly as the Free State is centrally located in the country. Makume called for tourism businesses to embrace digital platforms to ensure that attractions and facilities are easy to find, navigate and book.

Acting Free State Destea HOD Pakiso Lebone said approximately R46 million is being invested in efforts to revamp resorts, which are viewed as major tourism attractions and sources of economic spin-offs.

“One of our priorities is to explore how we can enhance digital collaboration with the Free State Gambling Authority. We also plan to invest directly in technology, ensuring that our facilities are more accessible and user-friendly for citizens.”

Last year, the province launched its summer tourism campaign at the Gariep Dam Forever Resort. Makume then called on Free State residents to embrace the province’s untapped tourism potential and take pride in hidden gems on their doorstep.

Makume said tourism should not be narrowly associated with oceans and mountains, but should instead focus on unique experiences that communities can offer visitors.

“Tourism for us means life experiences. There are small towns with the tallest church and the oldest church in the area. They will tell you that the church has produced doctors, soccer and rugby players. For them, that church now becomes a tourist attraction where they take visitors. 

“In Bloemfontein I encountered the most unimaginable thing: a football team without players, without matches, yet with countless supporters who create new songs every single day.

“I am sure even today Siwelele supporters have a new song, but they don’t have a team. Amazingly, you will never find it anywhere except here in Bloemfontein. That in itself is tourism, because people would travel to Bloemfontein not only to watch a Bafana Bafana game, but to experience the singing of Bloemfontein’s supporters.”

Acting Free State Destea HOD Pakiso Lebone alongside other officials. Photo: Kekeletso Mosebetsi

Makume said government, communities, and tourism organisations also need to work together to ensure tourism infrastructure is maintained. He highlighted the importance of reliable electricity and water supply, saying tourists do not want to experience service interruptions during their visits.

Security was also identified as an important factor in ensuring the Free State remains an attractive destination for visitors.

OFM News/ Kekeletso Mosebetsi sm

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