South African Tourism has launched Siyanda, an AI-powered assistant that helps travellers plan trips through a simple chat. The tool positions South Africa as the first destination on the continent to roll out a dedicated AI travel planner built on Matador Network’s GuideGeek platform.

What Siyanda Does

Siyanda can build full itineraries or answer quick questions about experiences across the country. Users can ask about safaris, hiking trails, restaurants, historical landmarks and other trip ideas, then get personalised responses in real time. The assistant is also designed to help visitors discover hidden gems and to make planning faster and less overwhelming.

How it is Trained

South African Tourism says the assistant draws on its own destination information, combined with more than 1,000 travel information integrations available through GuideGeek. That mix is meant to keep recommendations local, practical and timely, whether someone is plotting a one-week highlights trip or a niche route focused on food, adventure or culture.

Who it is for

The launch is aimed mainly at North American travellers who are researching South Africa before they book, plus travel advisers who build custom itineraries for clients. Siyanda is available 24/7 and can suggest routes, tailor lodge options and flag seasonal wildlife sightings, which can help advisers move quicker while still offering a personalised plan.

Matador Network CEO Ross Borden said Siyanda helps travellers go from being curious about South Africa to planning and booking their ideal trip, pointing to the country’s mix of wildlife, adventure, wine and vibrant cities.

Why the Launch Matters

South African Tourism chief operations officer Darryl Erasmus said the name Siyanda comes from Xhosa and means “We are growing. We are increasing,” framing the tool as a way to connect with travellers who are already using AI as part of their planning process. GuideGeek has also been recognised for its use of AI, including being named “Best Use of AI” in Skift’s 2025 IDEA Awards, plus recognition from Fast Company for innovation in travel.

For South African tourism businesses, the big win is simple: more travellers get answers faster, which can shorten the gap between interest and a confirmed booking.