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New research suggests that creative tourism could unlock fresh economic opportunities in South Africa, particularly by tapping into millennial travel preferences. The study finds that South African millennials favor hands-on, culturally grounded experiences—from cooking classes and craft workshops to music and writing sessions—over passive sightseeing. Drawn by learning, authenticity, and social connection, they are especially interested in domestic travel that builds skills and deepens cultural understanding. Women, in particular, show a stronger interest in heritage-based activities. Crucially, creative tourism could generate jobs in rural and low-income communities by turning local culture into viable enterprises. With better policy coordination, marketing support, and digital access, the sector could transform tourism into a tool for inclusion, creativity, and sustainable local growth.
The Conversation