The rise of African film and television is proving to be a major driver of tourism across the continent, with South Africa emerging as a key player in attracting international productions and visitors alike.
Picture by Tim Johnson on Unsplash
Between November 2023 and June 2024, foreign film productions injected R2.52 billion (€132 million) into the South African economy. By October 2025, projections are expected to exceed R5 billion (€261.5 million). According to the Film Industry Visa Assistance and Commercial Producers Association South Africa, the industry has also created over 25,000 local jobs.
Movies and TV shows showcasing Africa’s landscapes and cultures have turned filming locations into must-visit destinations. ‘Film is more than entertainment—it’s a powerful tourism driver. Destinations that feature prominently in films and series see an uptick in visitors, as audiences seek to immerse themselves in the locations they’ve seen on screen,’ said Thembisile Sehloho, Chief Marketing Officer at SA Tourism.
Speaking on the economic impact of film festivals, Joburg Film Festival Founder Tim Mangwedi stated, ‘Festivals like the Joburg Film Festival transform cities into creative hubs, where our stories become our gold. These events not only showcase African talent but also drive tourism by attracting global audiences and industry players to our shores.’
At Meetings Africa, industry leaders emphasized the need for collaboration between tourism boards, filmmakers, and fashion designers to maximize Africa’s global appeal. ‘Film is an advertising billboard. People choose travel destinations based on what they see on screen,’ noted Tshepiso Chikapa-Phiri, CEO of the Known Associates Group.
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