A new wave of youth entrepreneurs is transforming South Africa’s tourism industry with innovative ideas and unique experiences. This development was highlighted at the 2025 Top 16 Youth-Owned Brand Awards (YOBAs) in Johannesburg, where four businesses—Twin Venture, Hikeobics, NBGS Travel, and Asambeni Getaway—were recognized in the Travel & Tourism category.
Asambeni Getaway received the top award for its impact, creativity, and community commitment. Founder Sanele Mthembu expressed their emotions by stating, “I’m incredibly happy and emotional – this award means so much to us. Starting the business just a month before COVID-19 and nearly giving up during the pandemic, this moment reminds us that pushing through was worth it. It’s also a reminder of why we do this – to help people discover the beauty of our country, its people, and most importantly, to inspire hope. You don’t have to be great to start, but you have to start to become great.”
These ventures are more than just travel businesses; they are creating jobs and uplifting communities while enhancing South Africa’s appeal as a destination. Thembisile Sehloho, Chief Marketing Officer at South African Tourism, remarked: “These young entrepreneurs are creating jobs, uplifting communities, and ensuring that South Africa remains a competitive and compelling destination on the global stage. They are the future of our sector, and we are proud to support and celebrate this initiative as it aligns with our strategy of supporting youth by ensuring they get access into the Tourism ecosystem.”
With youth unemployment exceeding 60%, these entrepreneurs are turning passion into opportunity by leveraging social media and community support to build their brands. They cater to travelers’ increasing demand for meaningful experiences that benefit local economies and preserve heritage.
Sehloho further added: “When we support young innovators in tourism, we’re not just helping individuals grow – we’re strengthening the future of the entire sector. These businesses show what’s possible when potential meets opportunity.”
The evolution of the tourism sector indicates that its future is being shaped by young visionaries with bold ideas who have a deep love for South Africa.
