ABSTRACT
This chapter aims to contribute to the limited body of recent research on domestic tourism in South Africa and more widely to the international scholarship on "Southern tourists" or domestic tourism in the developing world. It analyzes international debates and scholarship on domestic tourism in the developing world is reviewed as background or context. The chapter examines the features of the domestic tourism industry in South Africa. It focuses on the range of new initiatives that seek to counter the former exclusion of black South Africans from the domestic tourism economy and instead to encourage their participation via promotional campaigns under the umbrella of "Opening the doors of travel to all" South Africans. The Sho't Left campaign is an integral part of South African Tourism's domestic marketing and geared to stimulate a travel culture amongst communities which, as a result of apartheid, had been previously marginalised, if not excluded entirely, from participation in tourism.
