South Africa’s culture, arts, tourism, hospitality, and sport sectors hold immense potential for economic growth, job creation, and global influence. Tourism alone contributed close to 3% of GDP pre-pandemic, employing over 1.5 million people directly and indirectly. The arts and cultural industries spanning music, film, crafts, fashion, and heritage are central to the country’s identity and soft power. Hospitality and sport further extend employment opportunities for youth and women.

The Culture, Arts, Tourism, Hospitality, and Sport SETA (CATHSSETA) is tasked with developing the human capital to sustain and grow these industries. Through the Skills Development Levy, it funds training programmes in tour guiding, event management, hotel operations, sports coaching, arts administration, and more. In alignment with the National Skills Development Plan (NSDP) 2030, CATHSSETA promotes inclusive participation, particularly for rural communities, women, and youth.

The labour market in this sector is highly dynamic but vulnerable. The COVID-19 pandemic demonstrated the fragility of tourism and hospitality, with massive retrenchments across hotels, airlines, restaurants, and entertainment venues. Recovery is ongoing, with South Africa targeting both domestic and international tourism as key growth drivers.

Companies such as Tsogo Sun, Sun International, South African Airways, and small boutique hotels are major players. In the creative industries, giants like Multichoice (film and broadcasting), Universal Music South Africa, and Netflix partnerships have boosted job opportunities in media and content.

While there is high demand for skilled chefs, hospitality managers, and digital marketers in tourism, many graduates emerge with generic qualifications that don’t meet employer needs. Similarly, while youth dominate the arts and creative industries, sustainable career pathways and income security remain elusive. Retrenchments and precarious employment are common, especially in seasonal or contract-based work.

Women are highly represented in hospitality and tourism, but often in low-paying roles such as cleaning, waitressing, and clerical functions, with fewer opportunities in management. CATHSSETA is therefore under pressure to design programmes that advance women into leadership while also supporting entrepreneurship for youth.

Globally, tourism is increasingly driven by technology, sustainability, and niche experiences. South Africa’s cultural and natural assets heritage sites, national parks, music, art, and sport offer immense potential if linked to skills development, digital platforms, and investment. By aligning training with these trends, CATHSSETA can help unlock new waves of inclusive growth.

The culture, tourism, hospitality, and sport industries are uniquely positioned to drive youth employment and empower communities. CATHSSETA’s challenge is to ensure that training keeps pace with global trends while expanding equitable access to opportunity.

Questions for the Future

How can CATHSSETA strengthen resilience in the tourism and hospitality sectors to prevent mass retrenchments during economic shocks?

What strategies could support sustainable careers for young people in arts, culture, and sport?

How can women in hospitality and tourism be supported to transition from low-paying roles into leadership and entrepreneurship?