Youth entrepreneurs changing the face of South African tourism

AA new generation of youth entrepreneurs is reshaping South Africa’s tourism scene with fresh ideas and unique experiences, from thrilling dune adventures to wellness hikes and cultural escapes. Their innovative work was recently celebrated at the 2025 Top 16 Youth-Owned Brand Awards (YOBAs) in Johannesburg, where four businesses—Twin Venture, Hikeobics, NBGS Travel, and Asambeni Getaway—were shortlisted in the Travel & Tourism category.

Asambeni Getaway took home the top honour, recognised for its impact, creativity, and commitment to community. Founder Sanele Mthembu shared, “I’m incredibly happy and emotional – this award means so much to us. Starting the business just a month before COVID-19 and nearly giving up during the pandemic, this moment reminds us that pushing through was worth it. It’s also a reminder of why we do this – to help people discover the beauty of our country, its people, and most importantly, to inspire hope. You don’t have to be great to start, but you have to start to become great.”

These youth-led ventures are more than just travel businesses—they are creating jobs, uplifting communities, and making South Africa a more attractive destination. Thembisile Sehloho, Chief Marketing Officer at South African Tourism, noted,

“These young entrepreneurs are creating jobs, uplifting communities, and ensuring that South Africa remains a competitive and compelling destination on the global stage. They are the future of our sector, and we are proud to support and celebrate this initiative as it aligns to our strategy of supporting youth by ensuring they get access into the Tourism ecosystem.”

With youth unemployment over 60%, these entrepreneurs are turning passion into opportunity, using social media and community support to build their brands and foster inclusive, sustainable tourism. They are responding to travellers’ growing desire for meaningful, authentic experiences that benefit local economies and preserve heritage.

Sehloho added,

“When we support young innovators in tourism, we’re not just helping individuals grow – we’re strengthening the future of the entire sector. These businesses show what’s possible when potential meets opportunity.”

As the tourism sector evolves, it’s clear that its future is being shaped by young visionaries, bold ideas, and a deep love for South Africa.

ENDS

Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

Email: thandiwe@southafrica.net OR mediaq@southafrica.net

Website www.southafrica.net