Published on
December 23, 2025
Creative tourism is turning out to be one of the most sought-after types of tourism, especially among millennials, who are looking to experience something firsthand that relates to the culture and heritage of the destinations they are visiting. Creative tourism, as opposed to regular tourism, involves activities like cooking, craft, or music lessons. It’s not just about sightseeing, and this type of tourism seems to be most relevant to South Africa, considering the cultural diversities that the nation possesses and the excitement among millennials to explore the creative side.
Why South African Millennials Are Drawn to Creative Tourism
South African millennials are part of a generation that values work-life balance, mobility, and creative social media platforms like Instagram. This generation is highly mobile and connected, making them ideal candidates for creative tourism, which emphasizes personal growth and cultural exchange. For these millennials, traveling is not just about relaxation or sightseeing, but about engaging in activities that teach them new skills and deepen their understanding of the world.
According to the research, most South Africa millennials, particularly those with a higher income, prefer creative tourism experiences. They are interested in exploring unique activities, such as taking part in traditional cooking classes in townships like Soweto and Langa or attending painting workshops in small towns like Villiersdorp in the Western Cape. These experiences provide them with authentic interactions with local cultures and enable them to develop skills while on holiday.
A New Focus on Domestic Travel
The research highlights that millennials are more inclined to engage in domestic creative tourism rather than international travel. This shift in preference is driven by the desire for authentic experiences within South Africa’s own borders, where they can discover and appreciate their cultural heritage. Domestic creative tourism also aligns with millennials’ interest in self-development and skill acquisition, as well as their preference for socially connected travel experiences.
Women, in particular, were found to be more interested in activities related to culture and heritage, such as African craft-making or local culinary experiences. For many millennials, domestic travel represents an opportunity to not only enjoy leisure but also engage in meaningful learning experiences, which may not be as prevalent in traditional tourism offerings.
Opportunities for Culturally Relevant Creative Tourism
South Africa’s rich cultural diversity presents ample opportunities to develop culturally relevant creative tourism experiences. These experiences could include learning traditional arts and crafts, such as beadwork, pottery, or African music and dance. Workshops on African jazz improvisation, drumming, or traditional beer brewing would offer visitors an immersive, intellectually stimulating, and enjoyable experience, connecting them to the roots of South Africa’s heritage.
Additionally, writing courses focused on African literature could cater to aspiring writers who wish to explore their cultural narratives while enjoying a relaxing holiday. By focusing on unique cultural aspects, South Africa can provide tourists with authentic and enriching experiences that are both educational and enjoyable.
Creating Jobs and Economic Opportunities in Rural Communities
One of the most significant benefits of creative tourism is its potential to create jobs and stimulate economic growth in rural and low-income communities. Many of these areas, rich in cultural heritage, often face challenges such as outmigration, limited job opportunities, and aging populations. Developing creative tourism in these regions can help slow down these trends by providing locals with new sources of income and encouraging them to stay in their communities.
Through creative tourism, local artisans, chefs, musicians, and storytellers can share their skills with visitors, providing economic opportunities that help sustain their communities. Additionally, basic communication technologies now make it easier for small tourism entrepreneurs in rural areas to promote their services online, connecting them with a global audience. Peer-to-peer platforms, which allow tourists to book experiences directly with local providers, are also helping small-scale operators reach new customers.
How Creative Tourism Supports Sustainable Development
Creative tourism can also contribute to sustainable development by encouraging the preservation of local traditions, culture, and natural environments. By promoting the value of cultural heritage and indigenous knowledge, creative tourism fosters respect for local communities and their resources. This approach benefits both tourists, who gain unique insights into local culture, and the communities, which benefit economically from tourism-related activities while preserving their traditions.
For instance, local guides and artisans can offer tourists authentic experiences that reflect the true spirit of the region. In turn, the economic benefits can help support community initiatives, including education, healthcare, and infrastructure development. This creates a positive feedback loop where tourism not only generates revenue but also contributes to the long-term well-being of the local population.
Addressing Challenges and Expanding Creative Tourism
Despite the growing demand for creative tourism, there is still a need for increased supply and infrastructure development. To meet this demand, various organizations, including government bodies, tourism boards, and private enterprises, must collaborate to develop creative tourism experiences. Supporting small and medium-sized tourism enterprises will be essential, as these businesses often serve as the backbone of creative tourism offerings in rural and underdeveloped regions.
The South African government, alongside South African Tourism, must continue to invest in the promotion and marketing of creative tourism. This includes providing resources to help entrepreneurs in the tourism sector market their services effectively and offering training to improve the quality of experiences. Policy support, including financial incentives and streamlined regulations, will be critical to sustaining this sector’s growth.
The Future of Creative Tourism in South Africa
Creative tourism thus gives South Africa a great opportunity to diversify its tourism products and to attract new generations of travelers. By focusing on authentic, immersive experiences that emphasize learning and cultural exchange, South Africa has the potential to position itself as one of the leading destinations in creative tourism. Such tourism is thus fully in line with the preferences of millennials, who increasingly seek self-development during their journeys.
