South Africa’s film industry attracted R2.52 billion (€132 million) in foreign investment through international productions between November 2023 and June 2024, profoundly influencing the tourism economy, according to statistics from the Film Industry Visa Assistance and the Commercial Producers Association of South Africa.

And projections indicate that this figure could exceed R5 billion (€261.5 million) by October 2025.

The impact on tourism has also been significant. Between November 2023 and June 2024, foreign film crews booked over 59,000 hotel bed nights, generating R148 million (€7.7 million) for South Africa’s hospitality sector, with an average expenditure of R2,500 (€131) per night. Additional spending on transportation, dining, and recreational activities further underscores the pivotal role of film production in bolstering business tourism.

Bobby Amm, CEO of the Commercial Producers Association of South Africa, noted, “For every rand spent on film production in South Africa, an additional R2.50 (€0.13) is generated in the local economy.”

James Byrne, Founder of the International Tourism Film Festival Africa, emphasised the broader economic advantages: “Our unique locations, skilled crews, and favourable exchange rates have established South Africa as a premier destination for global film projects. This activity not only drives job creation but also revitalizes local businesses and stimulates growth across various sectors.”

In the past eight months, the film industry has created 26,573 jobs for local freelance crew members and performers. The sector also supports small businesses, including catering and equipment rental services, extending its economic impact.

The government recognises the film industry as a vital economic driver, particularly for youth employment. Many positions in the sector are filled by South Africans under the age of 35, highlighting its significance in combating youth unemployment.

Neo Mokuene, Board Director of the International Tourism Film Festival Africa, remarked, “The South African film industry is not just about storytelling; it’s about empowering young people. Through initiatives like the Young Creatives Challenge, a competition for emerging filmmakers, we are nurturing the next generation by providing them with the tools, resources, and opportunities to shape their futures.

2025 projections

The film industry’s projected contributions to South Africa’s tourism and economy for 2025 include:

• Flights: 12 036 flights generating R350.8 million (€18.3 million)
• Airport transfers: 12 036 transfers generating R7.65 million (€400,351)
• Meals and entertainment: R9.57 million (€500,439) with an average daily spend of R750 (€39.23) per person
• Hotel stays: 68 060 nights generating R180.96 million (€9.5 million)
• Tourism economy turnover: R6.37 billion (€333 million)

The Western Cape continues to dominate, hosting approximately 80% of foreign-funded film projects, while Gauteng remains a hub for local productions. As new international projects launch and the summer season begins, South Africa’s film industry is poised to further bolster tourism and economic growth.