South Africa wants to be in holidaymakers' top 20 global destinations eight years from now and is planning to focus on 'responsible tourism' to build on its current popularity.
Tokozile Xasa, Tourism Deputy Minister, said that the new strategy signalled a move away from simply pushing for ever increasing numbers of visitors.
Instead, the South African government plans to concentrate on improving the quality of places people can visit - and live in.
She said: "Responsible tourism means that there should be a more rigorous focus on sustainability.
"The world is starting to realise that responsible tourism is the way as it focuses on sustainable development and it is people orientated. People are looking for authentic experiences when they travel and that is what South Africa presents."
South Africa's government and its tourism industry came up with a National Tourism Sector Strategy which outlines the country's plans for leapfrogging rival holiday destinations to become a global tourism leader by 2020.
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