Limpopo Economic Development, Environment and Tourism (LEDET) MEC Tshitereke Matibe and the newly appointed Limpopo Tourism Agency (LTA) board chairperson, Freddy Greaver, have called on the people of Limpopo to become ambassadors for the province by sharing its positive stories and showcasing its rich cultural and natural heritage to the rest of South Africa, Africa and the world.
The call was made during the 2026 Spring Campaign Launch held at the Masorini Museum in the Kruger National Park on Friday, August 21.
Greaver said Limpopo’s cultural diversity, vast landscape and abundance of natural resources made it a province with enormous tourism potential, much of which remained unknown to people outside the province.
«”It is for this reason that we are encouraging everyone to share some good stories about this province so that people from outside this province can learn from us,” said Greaver.»
He said the launch of the Spring Campaign was significant because spring represents the beginning of new life and new possibilities in nature, providing an opportunity for Limpopo to undergo what he described as a form of natural rebranding.
Greaver encouraged communities, tourism establishments and residents to use their platforms to tell stories that could change perceptions about the province and encourage more people to visit Limpopo.
Matibe echoed Greaver’s sentiments, saying the province was making a successful migration into the digital media space.
“That alone speaks volumes as it affords everyone access to sharing good local stories, content and more information about the province of Limpopo,” said Matibe.
He said the growth of digital platforms presented an opportunity for ordinary Limpopo residents to participate in promoting the province rather than leaving destination marketing solely to government and tourism authorities.
Matibe also highlighted the upcoming Africa Tourism Leadership Forum (ATLF) and Awards as a major opportunity to place Limpopo on the continental tourism map.
“The forthcoming International Tourism Day to be hosted by the province is a milestone for the provincial tourism sector. We look forward to taking advantage of the event to sell our province to Africa and the entire world,” he said.
Limpopo prepares for continental tourism spotlight
Limpopo will host the eighth Africa Tourism Leadership Forum (ATLF) and Awards from September 2 to 4, 2026, at Meropa Casino & Entertainment World in Polokwane.
The Pan-African forum is designed to bring together tourism, hospitality, aviation and investment stakeholders from across Africa to discuss ways of strengthening intra-African travel, tourism investment and sustainable growth. The 2026 theme is “Africa Connects – Redefining the growth trajectory of intra-Africa travel and tourism through thought leadership.”
The event will give Limpopo an opportunity to showcase its wildlife, cultural heritage, conservation areas and tourism products to influential tourism leaders, policymakers, investors and industry players from across the continent.
The programme includes discussions on tourism and hospitality investment, biodiversity and conservation, aviation and air access, the African Continental Free Trade Area (AfCFTA), artificial intelligence and technology, heritage and creative industries, as well as public-private partnerships.
The opening programme is expected to include remarks from the Limpopo Tourism Agency and LEDET, while Limpopo Premier Dr Phophi Ramathuba is scheduled to officially open the forum. The programme also includes an AfCFTA Forum focusing on tourism, creatives and cultural industries.
For Limpopo, the forum comes at a particularly important time as the province seeks to strengthen its position as a leading tourism destination and gateway into Southern Africa.
The province’s hosting of the ATLF also coincides with the 100th anniversary celebrations of the Kruger National Park, giving Limpopo another powerful platform to showcase its conservation legacy and nature-based tourism offering.
With the Kruger National Park turning 100, the hosting of the ATLF in Polokwane presents an opportunity for the province to connect its world-renowned wildlife attractions with its cultural, historical and community-based tourism products.
The challenge, however, is not only for government and tourism authorities.
The message from Greaver and Matibe is that every Limpopo resident can play a role in promoting the province.
From the landscapes of the Waterberg and Soutpansberg to the cultural heritage of the Vhavenda, Bapedi and Xitsonga communities, Limpopo has a diverse tourism story to tell.
As the province prepares to welcome African tourism leaders in September, residents are being encouraged to tell those stories through social media, digital platforms and everyday conversations.
For Limpopo, the ATLF could therefore be more than just a three-day tourism gathering. It could become an opportunity to rebrand, reposition and market the province as a destination capable of competing for visitors, investment and tourism opportunities across Africa and beyond.
