Township Tourism Fights for a Seat at South Africa’s Tourism Table

Townships have long been the beating heart of South Africa’s cultural identity, but when it comes to tourism, they’re still fighting for visibility. That might soon change.

The South African Township and Village Tourism Association (SATOVITO) is ramping up efforts to integrate townships and rural villages into the country’s mainstream tourism economy. Representing more than 1 000 local tourism businesses, the organisation aims to create 45 township-to-mainstream tourism routes before the year is out.

Their mission? To turn overlooked communities into key pillars of South Africa’s travel landscape.

The Road Less Travelled… Literally

Despite the cultural richness and storytelling potential found in townships across the country, many still lack the basics to welcome tourists comfortably. A recent SATOVITO survey revealed the biggest pain points for township tourism operators: bad road access, safety and security issues, and poor signage.

“Township tourism showcases the diversity and depth of South Africa’s identity beyond the typical safari or wine route,” said Lusanda Fibi, SATOVITO’s Head of Stakeholder Relations. “But without investment and infrastructure, we remain stuck in the margins.”

It’s not just a logistical issue. Safety concerns and a lack of marketing visibility often mean townships are treated as optional extras in pre-designed itineraries — a one-hour stopover before heading back to a luxury lodge.

A Cultural Powerhouse Left Out of the Itinerary

For Siphiwe Ngwenya, founder of The Maboneng Township Arts Experience, township tourism should never be an “add-on.”

“Townships are places of innovation, resilience and culture. But mainstream tourism tends to sell South Africa through the lens of wildlife, wine and luxury. That leaves out an essential part of who we are,” he said.

Ngwenya believes the answer lies in better collaboration and ownership. “Many itineraries are designed without input from township operators. We want to co-create, not just contribute. We want partnerships that let us share in the branding, storytelling and revenue.”

Breaking Into the Mainstream

Since launching in 2023, SATOVITO has made some progress in breaking barriers. A new partnership with South African Tourism is opening doors for township tourism businesses to exhibit at high-profile trade shows like Meetings Africa. The group is also strengthening ties with inbound tour operators and associations like SATSA to promote more inclusive tour planning and funding access.

“This is about rewriting the travel narrative,” said Fibi. “We need routes, yes, but also recognition.”

Between Insight and Exploitation

There’s a fine line between authentic cultural experiences and what some critics have called “poverty tourism.”

Justin Francis, co-founder of UK-based Responsible Travel, warns that township visits must be handled with care. “When done right, they’re powerful tools for education and economic upliftment. But when done wrong, they feel voyeuristic — as if people are being put on display.”

Francis and other advocates believe township residents should lead the process, ensuring their stories are told their way, with benefits shared across the community.

Joburg’s Township Tourism Potential

Closer to home, Johannesburg’s own townships — from Soweto to Alexandra — have long drawn interest from international visitors looking to understand the city’s heartbeat. But for many smaller operators, the leap from grassroots hustle to tourism partner is steep without infrastructure, support or visibility.

As the industry rebuilds post-pandemic, township tourism offers an opportunity to redefine what travel in South Africa looks like. It’s not just about diversifying itineraries. It’s about changing who gets to be at the table — and who gets to benefit.

“We’re not asking to be included as charity,” said Ngwenya. “We’re offering value. Culture. Experience. We want tourism that reflects the full South African story — not just a postcard version.”

Source:Tourism Update 

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