Makume
Makume kicks off Tourism Month in Bloemfontein, pushing jobs, inclusivity and sector transformation, as Free State MEC for Finance, Economic Development and Tourism Ketso Toto Makume launches the 2025 provincial celebrations at the Free State Botanical Garden on Sunday, 7 September 2025, coinciding with the final day of the Macufe Festival, emphasising the theme of tourism sustainability and transformation while highlighting the province’s hidden gems, economic potential, and commitment to empowering youth, women, and people with disabilities through diverse activities aimed at making the Free State a premier destination to visit, not just pass through.
Vibrant Launch at Botanical Garden Sets Tone for the Month
The Free State Department of Economic Development, Small Business Development, Tourism and Environmental Affairs (DESTEA) officially launched the 2025 Free State Tourism Month with a colourful Spring Sunday Soul Session family picnic at the Free State Botanical Garden in Bloemfontein on Sunday, 7 September 2025. The event, held on the final day of the Macufe Festival, drew community members, stakeholders, and media to celebrate the province’s rich tourism offerings under the theme “Tourism Sustainability and Transformation.” MEC Ketso Toto Makume, who presided over the launch, passionately outlined plans to showcase hidden gems, boost job creation, and promote inclusivity across all districts, positioning the Free State as a must-visit destination rather than a mere transit point.
The Botanical Garden provided a fitting backdrop, symbolising the province’s natural beauty and unique attractions. As one of the few botanical gardens in South Africa where visitors can enjoy braais amid sensitive plant life, it exemplifies the Free State’s blend of conservation and recreation. MEC Makume highlighted this during his address, noting, “This is the only botanic garden in the province where you are allowed to make a braai because most of the botanic gardens because of the sensitivity of the plants… But this one they’ve made such that we are able to even braai and entertain yourself.” The choice of venue underscored the month’s focus on exposing lesser-known sites to both locals and international visitors, encouraging exploration of the province’s diverse landscapes.
The launch piggybacked on the Macufe Festival’s energy, with soul and R&B performances creating a festive atmosphere. Makume praised the festival organisers, saying, “They’ve done so much wonderful work. May Fuba and the team big up,” and positioned Tourism Month as a continuation of Macufe’s cultural celebration. This integration highlights tourism’s role in economic upliftment, as events like these attract visitors who contribute to local spending on hospitality, transport, and entertainment.
Theme Focuses on Sustainability, Inclusivity and Economic Growth
The 2025 Free State Tourism Month aligns with the national Tourism Month in September, which coincides with World Tourism Day on 27 September. The provincial theme emphasises sustainability and transformation, aiming to create jobs, promote inclusivity, and diversify the sector. Makume explained, “Tourism must create jobs so that it can sustain life. But there are also other products of tourism that have not yet been transformed… We want them to be included now.” He stressed the need to involve youth, women, and people with disabilities in tourism initiatives, addressing historical exclusions and fostering an economy that benefits all.
Makume highlighted the province’s unique position at the heart of South Africa, bordering six provinces and Lesotho, making it an ideal hub for visitors. “Free State is a place to go to, not a place to go through,” he reiterated, a slogan aimed at shifting perceptions from a transit route to a destination rich in attractions. He pointed to hidden gems like Abraham’s Rest resort in Sasolburg, Desend in QwaQwa where the Caledon and Orange Rivers meet in a striking display of colours, the Maluti Mountains, and the Vaal Dam, which he called “our own heartbeat.” Makume urged investment in these sites, noting, “All what we need to do is to get people who can fund and sponsor and invest in Vaal Dam. And I can tell you it will be creating so many jobs in future.”
The MEC outlined activities for the month, including district visits to initiate tourism products for youth, women, and disabled individuals. These will focus on showcasing local history, culture, and lifestyle, encouraging township tourism. He mentioned exploring areas like QwaQwa, Ficksburg, and Clarens, where tourists can experience authentic African life beyond mainstream attractions. Makume also called for transforming the industry to include all races, criticising how some sites remain segregated in practice.
Economic Benefits and Call for Investment
Tourism Month aims to highlight the sector’s potential for economic growth, with Makume noting it’s “not a very difficult thing” to develop but requires focus on hospitality and inclusivity. He stressed tourism’s ripple effects, creating informal jobs in transport, accommodation, and entertainment. “Tourism is about work and fun… People must pay for that fun,” he said, advocating for Airbnb-style initiatives in townships to boost local economies.
Standard Bank, a key sponsor, reinforced this through provincial head, who committed to supporting tourism propositions. “Africa is our home, we drive its growth. Bloemfontein is our home, we drive its growth,” Nolin said, challenging the sector to create jobs and conduct impact studies. The bank’s involvement signals private sector confidence, potentially attracting more investments.
Makume tied tourism to broader development, noting its role in global competitiveness and aligning with G20 themes. He urged exploiting the province’s central location for cross-border tourism, turning visits into value through longer stays and higher spending.
Community Engagement and Future Plans
The launch featured a prayer for guidance and remarks from DESTEA’s Head of Department, who noted the province’s fourth-place ranking in international visitors (705,000 in 2024, 8.3% of national arrivals) but low spending (R1.6 billion, 1.7% nationally). Efforts aim to convert visits into economic value, with campaigns like “Shot Left” promoting domestic travel.
The deputy chairperson of the Free State Gambling, Liquor and Tourism Authority board highlighted equality in recognising local artists, tying into the month’s inclusivity theme. Makume closed by inviting deep, meaningful conversations (DMCs) about tourism’s role, ending with a group chant affirming the Free State as a destination.
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