Booking Booms in George: Naturally the Hottest Destination
George is set to shine this summer with its unique new tourism brand: “George, naturally”. This creative tagline encapsulates everything the city stands for – not only is George the natural choice for holidays, events, conferences and filmmaking, but it also offers a spectacular natural playground with lush forests, pristine beaches, majestic mountains, serene rivers, and charming farmlands.
The unveiling of the “George, naturally” brand aligns perfectly with the city’s growing popularity as a premier destination. Accommodation bookings reflect a 6% increase in average occupancy for the next six months, signalling an upswing in demand. More than 15,000 room nights have already been booked for December alone, with peak arrivals expected on December 27 and 28, when online travel agent booking platforms show occupancy rates are already at an impressive 79%. Considering the contribution of direct and trade bookings, this figure is set to rise further, underscoring the city’s position as a sought-after tourism hotspot.
The surge in bookings is attributed to George’s unbeatable offerings, which include world-class golf courses, gorgeous Blue-Flag beaches and thrilling surf breaks, abundant adventure activities, scenic hiking and mountain biking trails, strawberry picking, and enchanting train rides through breathtaking landscapes. The city’s accessibility through the George Airport further solidifies its status as a premier hub for both domestic and international visitors.
Unmissable Events Light Up George this Summer
This festive season, George is brimming with exciting events that cater to every interest:
• Bush Lapa Music Festival (06 to 30 December 2024): A vibrant festival bringing top South African artists to Herolds Bay for a weekend of live music, food, and community fun.
• Christmas Markets: Enjoy festive shopping and treats at popular popup markets like the Boerevintage Gift Market (14 December to 04 January), the Market at the Transnet Transport Museum (13 December to 05 January), and the Outeniqua Christmas Market (09 to 21 December). The popular year-round Outeniqua Family Market continues Saturdays.
• WeBuyCars George TENS (13 - 19 December): A thrilling weekend of sport, fitness, and family-friendly fun, featuring rugby, netball, and ‘touchies’ tournaments along with live entertainment.
• FINOVO Jakkalberry Extreme MTB Race (14 December): A challenging and scenic race through the breathtaking Outeniqua Mountains, perfect for cycling and adventure enthusiasts.
• Fancourt Summer Concerts (15 December to 06 January): Enjoy world-class performances in the picturesque surroundings of Fancourt, offering an unforgettable blend of music and luxury.
• Carols by Candlelight: Sing along to beloved carols under the stars at Redberry Farm (19 December) and the Garden Route Botanical Garden (06 December) – a magical experience for all ages.
A Destination Well-Prepared for Peak Season
George’s reputation as a well-managed and visitor-friendly destination is further solidified by the efforts of the Festive Season Monitoring Committee, which began preparations in October. This multi-stakeholder committee—comprising municipal departments, SAPS, SANParks, NSRI, and lifeguard teams—will hold daily operational meetings starting December 1 to oversee critical areas such as beach safety, parking, water quality, municipal services and more. These collaborative efforts aim to ensure a secure, seamless, and enjoyable experience for both visitors and locals during the peak season.
The Municipality’s dedication to safety and sustainability is evident in the Blue Flag status awarded to three of George's pristine beaches—Wilderness, Herold’s Bay, and Victoria Bay—along with Leentjiesklip Beach’s pilot status and Green Coast Awards for Gwaiing Beach and River Mouth. Blue Flag certification, which runs from December 1, 2024, to January 31, 2025, ensures that visitors enjoy the highest standards.
To enhance convenience and visitor experience, lifeguard services will operate daily across key beaches from December 1 to January 31, with extended hours during peak holiday weeks. Innovative Drop-and-Go systems at Victoria Bay, Herold’s Bay, and Wilderness aim to streamline traffic and prevent congestion. An additional 30 traffic officers will be deployed to busy intersections, shopping malls, and beach access points, further demonstrating the municipality’s commitment to smooth operations and visitor satisfaction.
Joan Shaw, Tourism Manager for George, Wilderness and Uniondale Tourism, shared her enthusiasm: "Our new brand speaks to the heart of what makes George special. Whether you’re looking for a tranquil escape or an action-packed adventure, George is, naturally, the place to be. This season’s strong occupancy figures reflect the city’s growing reputation, and we are ready to welcome visitors with open arms.”
With its abundant natural beauty, a dynamic new identity, and an unbeatable lineup of events, George is poised to host another unforgettable season. Be sure to explore everything this vibrant destination has to offer – George, naturally awaits you!
Find out more at visitgeorge.co.za
About George
Located in the heart of South Africa’s Garden Route, George is celebrated for its breathtaking natural beauty, rich cultural heritage, and welcoming community. Stretching from the picturesque coastline of Herolds Bay, Victoria Bay, and Wilderness to the tranquil rural villages of Herold, Hoekwil, and the Klein Karoo town of Uniondale, the area offers a diverse range of experiences. George is the perfect gateway to the Garden Route, boasting a well-connected road network and an airport providing seamless access to major domestic cities. Whether you’re seeking adventure, relaxation, or inspiration, George is your ultimate destination.
