Film tourism in South Africa is on the brink of a major boom in 2025, with experts emphasizing the importance of establishing better linkages between the film, tourism, and market-ready film tourism products. Dr. Charlene Herselman, a lecturer in heritage studies at the University of Pretoria, and prominent film director Vusi Africa have highlighted the need for a more streamlined approach by the government to capitalize on this growing industry.
Herselman stressed the necessity of connecting various government departments, including Tourism, Sport, Arts and Culture, and Trade, Industry, and Competition, to ensure a cohesive strategy for promoting South Africa as a filming location. This collaboration is crucial for attracting more international film productions and driving economic growth through film tourism.
One proposed solution is to negotiate additional tax breaks for production companies that agree to promote South Africa through their films. This mutually beneficial arrangement can not only boost tourism but also help filmmakers find suitable locations with the assistance of tourism practitioners who know the country’s landscapes best.
Furthermore, creating market-ready film tourism products does not require significant investment and can be as simple as developing a map of filming locations on a website. This approach has the potential to create job opportunities for tourist guides offering film tours and enhance the overall visitor experience.
The interest and investment generated by film tourism can have a snowball effect, leading to more growth opportunities for both industries. Recent partnerships between organizations like SA Tourism and Netflix have already shown promise in attracting investment and showcasing South Africa as a production destination.
Africa echoed the need for a dedicated fund from Tourism South Africa to promote the use of iconic locations within the country for film productions. This fund could serve as a valuable resource for both local and international filmmakers, further enhancing South Africa’s appeal as a filming location.
South Africa’s diverse landscapes, skilled film crews, supporting infrastructure, low production costs, and favorable exchange rate make it an attractive destination for film producers. With the right support and investment, the country has the potential to become a leading hub for film tourism in the years to come.
