In keeping with Tourism South Africa's intention to showcase South Africa's wonders to its residents, the Free State will be the highlight of this year's Tourism Month. The national theme is "Take a Sho't left during Tourism Month, holidays are good for you." Every September a different province is chosen to showcase its tourism potential.
World Tourism Day is celebrated on September 27, with the worldwide theme being "Travel and Transport." South Africa's official celebrations were held at the Sand du Plessis theatre in Bloemfontein.
All around the country, the various provinces will be running events that raise awareness of internal travel in South Africa. Deputy tourism minister Rejoice Mabudafhasi has said that domestic tourism is "a huge untapped market that needs to be activated in terms of holiday travel." She also indicated that tourism is the fourth largest contributor to South Africa's economy.