The majestic Gariep Dam, often described as the heartbeat of the Free State’s tourism landscape, provided a fitting backdrop for the official launch of the Free State Summer Campaign on Thursday. MEC for Finance, Economic Development and Tourism, Ketso Makume, unveiled the campaign with a message that resonated beyond leisure and travel — positioning tourism as a vital pillar of livelihood and local empowerment. “Tourism is more than leisure; it is a livelihood,” said Makume.
“Gariep Dam was chosen because it is a place where adventure meets tranquillity — where families, nature lovers, and water sport enthusiasts find joy and inspiration. It connects the essence of what the Free State has to offer: natural beauty, boundless opportunity, and a spirit of togetherness that defines our people.”
The MEC emphasised that tourism continues to stand among the most powerful drivers of job creation, local economic growth, and the celebration of the province’s unique character. “Every visitor who books accommodation, enjoys a meal at a local restaurant, or purchases a handmade craft contributes to a chain of opportunities that support families, sustain small enterprises, and strengthen communities,” he added.
Makume further explained that the Free State Summer Campaign seeks to reignite tourism activities across the province by
promoting it as a safe, affordable, and family-friendly destination. Through this initiative, the provincial government aims to draw more visitors to its hidden gems, scenic routes, and diverse hospitality establishments.
He concluded by reaffirming that the overarching goal is to boost visitor numbers while fostering inclusive participation across the entire tourism value chain — ensuring that the benefits of a thriving tourism sector reach every corner of the province. Visitors to the Xhariep District were also encouraged to explore the Gariep Dam Nature Reserve, which offers a range of accommodation options and scenic camping areas. Just a short walk away stands the impressive Gariep Dam wall — South Africa’s largest dam — rising 88 metres high and stretching 914 metres across.
This vast expanse of water spans more than 370 square kilometres when full and has a storage capacity of nearly 6 000 million cubic litres, serving as a vital source of water supply and hydroelectric power for the region. Local tourism officials welcomed the campaign’s launch, ex
pressing optimism for the months ahead. “Gariep Dam is more than just a destination — it’s a symbol of what the Free State can
offer the world,” said a representative from the Free State Tourism Authority.
“We’re confident this campaign will inspire travellers to rediscover our province, support local businesses, and experience the
warmth and hospitality our communities are known for.”
