MINISTER OF TOURISM ENDORSES MORAME’S REGIONAL TOURISM VISION AND PLEDGES SUPPORT FOR 2027 CONFERENCE. By Salman Khan
Landmark inaugural conference brings together 150 delegates, tourism leaders and community enterprises to advance an integrated, inclusive and investment-ready West Rand tourism destination.
MULDERSDRIFT, GAUTENG | 3 OCTOBER 2026
The MORAME Regional Tourism Organisation (RTO) has marked a significant milestone in regional tourism development with the successful hosting of its inaugural MORAME Regional Tourism Conference on Saturday, 3 October 2026, at Kloofzicht Lodge & Spa in Muldersdrift, West Rand. The landmark gathering brought together approximately 150 delegates, including government and tourism authorities, industry executives, academics, tourism entrepreneurs, community representatives and local creative enterprises, united by a common ambition: to unlock the West Rand’s potential as a leading tourism destination.
Held under the theme “From Extraction to Experience,” the conference sought to reposition the region’s diverse natural, cultural, historical and economic assets as catalysts for sustainable tourism growth, investment, job creation and inclusive local economic development.
The event was honoured by the presence of the Minister of Tourism, the Honourable Patricia de Lille, who delivered the keynote address and endorsed MORAME’s initiative to strengthen regional tourism coordination and destination management.
Minister calls for coordinated action to unlock tourism potential
In her keynote address, Minister de Lille emphasised the importance of strengthening domestic tourism, developing destination management capabilities and creating interconnected tourism routes that enable visitors to experience more attractions within a single journey, including opportunities for day trips linking UNESCO World Heritage attractions.
The Minister outlined five priority areas for tourism development: improving accessibility to tourism attractions; expanding international air connectivity to South Africa and strengthening intra-African tourism routes; accelerating infrastructure development and investment; advancing employment and enterprise development within the tourism sector; and improving the safety and security of tourists.
Highlighting tourism’s contribution to economic growth, the Minister noted that the sector had generated more than 750,000 jobs in recent years and continued to offer significant employment opportunities.
In a major vote of confidence in the regional initiative, Minister de Lille congratulated the MORAME Board and Executive Committee for taking the initiative to showcase the West Rand and its surrounding tourism offerings. She also announced her intention to fully sponsor the next MORAME tourism conference and confirmed that the 2027 conference would feature on her activities calendar.
The Minister’s endorsement represents an important opportunity to strengthen collaboration between national government, provincial authorities, municipalities, tourism businesses and communities in advancing a more competitive regional tourism economy.
A compelling case for regional tourism transformation
Delivering his reflections on the global, continental, national, provincial and regional tourism landscape, Conference Chair Salman I. Khan, an academic and tourism professional, highlighted the considerable gap between Africa’s tourism potential and its share of the global market.
Drawing on the global tourism outlook presented at the conference, Khan cited an estimated US$11.6 trillion in global travel and tourism GDP and approximately 1.5 billion international tourist trips. He argued that Africa continues to capture a disproportionately small share of this global economic activity, underscoring the urgency of stronger destination marketing, regional integration and tourism product development.
While acknowledging South Africa’s progress as a tourism destination, Khan called for a more integrated and coordinated approach across government departments and tourism stakeholders to unlock the sector’s full economic potential.
He emphasised that the West Rand possesses an exceptional combination of natural landscapes, wildlife and safari experiences, cultural diversity, mining and industrial heritage, agricultural tourism, adventure activities and internationally significant heritage assets, including the Cradle of Humankind.
“The opportunity before us is to connect the dots between our attractions, our communities, our tourism enterprises and our markets. We must move beyond isolated attractions and fragmented initiatives to develop a coherent regional destination that visitors can discover, access, experience and recommend.”
Khan further called on stakeholders throughout Gauteng and the wider region to work collaboratively rather than in institutional silos, ensuring that tourism becomes a stronger driver of enterprise development, investment and employment.
MORAME leadership sets the tone for regional collaboration and heritage preservation
The conference proceedings were expertly facilitated by Professor Onkgopotse JJ Thabane, MORAME Board Member, who served as Master of Ceremonies. Through his engaging presentation, insightful anecdotes and thought-provoking reflections, Professor Thabane kept delegates captivated while consistently enriching the programme with valuable perspectives. Beyond his role on the day, he played a pivotal role in bringing stakeholders together and contributing to the successful realisation of MORAME’s inaugural regional tourism gathering.
Dr Moloi, Chairperson of MORAME, emphasised the importance of intra-provincial heritage research as a foundation for developing authentic tourism products, connecting historical narratives and establishing compelling regional tourism routes. He highlighted the West Rand and its surrounding areas as a blessed region endowed with a rich history, heritage and Indigenous cultures that must be carefully preserved, documented and promoted to both domestic and international audiences. He underscored the importance of translating the region’s heritage assets into meaningful visitor experiences that celebrate its identity while creating opportunities for sustainable tourism development and community participation.
Geraldine Engelman, MORAME Chief Executive Officer, presented the organisation’s short-term and long-term strategic plans, outlining its direction and priorities for advancing regional tourism development. She called on delegates and tourism stakeholders to actively support MORAME’s programmes, initiatives and planned activities, emphasising that the organisation’s success would depend on broad-based stakeholder participation and sustained collaboration. She also encouraged tourism businesses, institutions, community organisations and other interested parties to enrol as MORAME members under the various available membership categories, strengthening the organisation’s collective capacity to coordinate, market and develop the region as a competitive tourism destination.
Ten thematic committees deliver a collective regional action agenda
A defining feature of the conference was the participation of ten thematic committees representing diverse tourism interests and community-level expertise. Two high-powered panel discussions complemented the programme, encouraging dialogue on the challenges, opportunities and practical interventions required to strengthen the regional tourism economy.
The thematic committees addressed gastronomy; heritage, mining and cultural tourism; accommodation and auxiliary services; wildlife, safari and conservation; biosphere and sustainability; agricultural, eco and farm tourism; astro-tourism; tourism infrastructure; war heritage and dark tourism; and sports, adventure and creative tourism.
Their deliberations culminated in a Collective Conference Resolution that establishes a common direction for regional tourism development.
Key priorities include:
Integrated tourism routes and packages: Connecting attractions, accommodation, gastronomy, transport, events and community-based experiences into market-ready visitor journeys.
Destination marketing and digital visibility: Strengthening regional branding, online discoverability, technology-enabled marketing and opportunities for a central booking platform.
Inclusive enterprise development: Increasing the participation of SMMEs, township businesses, informal traders, farmers, women, youth and local creative enterprises in tourism supply chains.
Infrastructure, accessibility and visitor safety: Advancing improvements to transport, road infrastructure, signage, mobility and destination safety.
Distinctive tourism products: Exploring opportunities such as a regional Coffee Route, “West Rand Under the Stars,” enhanced Cradle of Humankind routes, war-heritage experiences and regional arts programming.
Skills, sustainability and investment: Strengthening service excellence, educational partnerships, responsible tourism practices and the development of investment-ready initiatives.
The resolution calls for the transition from consultation to implementation, with thematic committees serving as platforms to identify practical interventions, potential partners, resource requirements and measurable short-, medium- and long-term outcomes.
Community participation at the heart of destination development
The conference also showcased the importance of grassroots participation in building an inclusive tourism economy. Twenty exhibitors, including local artisans and community enterprises, demonstrated the creativity, entrepreneurial potential and cultural richness that can contribute to the region’s visitor experience. Local artists, singers and marimba drummers welcomed delegates, adding a vibrant cultural dimension to the occasion and reinforcing the importance of creative industries in tourism development.
The programme brought together senior representatives of tourism institutions, including Gauteng Tourism Authority CEO Crezelda Venter and Tourism Grading Council of South Africa Chief Quality Assurance Officer Bronwen Auret, alongside other public-sector and tourism industry stakeholders.
Their participation reflected the importance of aligning regional initiatives with wider destination marketing, quality assurance, tourism development and investment objectives.
From conference resolutions to measurable outcomes
MORAME’s inaugural conference represents an important step towards establishing a shared platform for tourism collaboration across the West Rand and its surrounding areas.
The organisation will work with its partners and thematic committees to consolidate the proposals into a practical regional tourism programme, encouraging stronger collaboration between government, tourism product owners, municipalities, educational institutions, community organisations and the private sector.
The collective ambition is to build an integrated, competitive, inclusive and sustainable destination that creates meaningful opportunities for local communities while strengthening the region’s contribution to Gauteng’s tourism economy.
In closing, Conference Chair Salman Khan expressed his appreciation to Minister de Lille for her attendance, encouragement and endorsement of the initiative. He also acknowledged the commitment of the MORAME Board and Executive Committee, participating institutions, panellists, delegates, exhibitors and community contributors whose collective efforts made the inaugural conference possible.
He called on all tourism stakeholders to take an active role in implementing the conference resolutions and to work together in building a destination that can compete more effectively in domestic, continental and international markets.
CALL TO ACTION: THE WORK BEGINS NOW
The conference may be over, but the real work of transforming the region’s tourism economy begins now. Conference Chair Salman I. Khan calls on government, parastatals, investors, the private sector and development partners to join hands with MORAME in translating the conference resolutions into tangible results. MORAME welcomes partnerships in tourism research, feasibility studies, product development, investment mobilisation and sustainable destination growth. Stakeholders interested in tourism-related developments, investment opportunities, sponsorships or ongoing collaboration are invited to engage with MORAME. Together, we can turn the region’s tourism potential into investment, jobs and inclusive economic growth.
For partnership and investment enquiries, please contact the undersigned or the MORAME office.
The message from the inaugural MORAME Regional Tourism Conference is clear: the West Rand has the assets, talent and ambition to become a stronger tourism destination. The next step is to connect its offerings, strengthen its partnerships, attract investment and translate shared commitments into tangible economic outcomes.
Through collaboration and sustained implementation, MORAME aims to help transform the region’s rich heritage and diverse tourism assets into compelling visitor experiences and lasting opportunities for its people.
Author:
Salman Khan. Paul Harris Fellow, T.I.
Conference Chair and Morame Board memberMORAME Regional Tourism Organisation
Founder and Chair of JCCI Travel, Tourism and Hospitality Cluster.
MD Barista Academy of Souther Africa
MD Cesar Ritz Hotelier Academy
Media contact details to be inserted before distribution.
Email: salkhan1@yahoo.com Cell 082 691 6048
Website: www.morame.org.za
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