PREMIER HOTELS & RESORTS: Memorable Stays, Made in South Africa

Over nearly 35 years in the industry, Premier Hotels & Resorts has worked tirelessly to earn a distinguished and far-reaching reputation, based on its high-quality three- and four-star hotels and resorts, strategically positioned across South Africa’s key business and travel hubs.

“From humble beginnings in the Eastern Cape to becoming one of South Africa’s premier independent hotel groups, Premier Hotels & Resorts now boasts exceptional properties across the country, leaving an unforgettable impression in every province.” the Group details, with founder Sam Nassimov’s vision of transforming the historic hotel he had acquired in East London, Eastern Cape, into a boutique haven, catalysing the journey.

“This marked the birth of the first Premier Hotel, designed to provide discerning guests with the perfect balance of comfort, sophistication, and a true home-away-from-home experience.”

THOHOYANDOU LAUNCH

From modest, 40-bedroom origins, the Premier Hotels & Resorts name now stands for some 24 hotels and resorts throughout the country and a total of over 2000 bedrooms, employing more than 1500 passionate members of staff to deliver its peerless guest experience. In November 2022, former Group Head of Marketing David Shevil underscored for Enterprise Africa the Group’s intentions to, “expand, grow and evolve even further,” following the prolonged period of stasis and stability necessitated by the pandemic.

“The management team is certainly not sitting on its hands when it comes to acquiring and sourcing new hotel opportunities,” Shevil was at pains to point out, and this unwillingness to slow its inexorable rise has been very much borne out. Now, construction firm African Century Group had just held a sod-turning, groundbreaking ceremony for what would become the newest in the Premier Hotels & Resorts armoury: the Premier Hotel Thohoyandou in the Thulamela Municipal area of Limpopo’s Vhembe District.

Launched over a year ago and boasting 120 rooms, the four-star development represents the largest formal hotel accommodation in the province, a partnership between the Premier Group and owner and entrepreneur, Tsakani Masia. Not just the height of accommodation and hospitality, it represents significant investment in the region’s future and a vote of confidence in its tourism growth potential, while contributing to the empowerment of the people of Vhembe region.

“The opening of this hotel marks a significant milestone,” the company said, “not only for the tourism sector, but also for the local community. Beyond the 85 permanent positions created across various hotel operations, an additional 30 to 40 contract and part-time roles will further boost the local economy.

“This translates to improved livelihoods for numerous families, fostering a sense of stability and opportunity.”

RECORD TOURISM

On the back of the pandemic and its crushing effect on travel and tourism, the appetite for adventure had returned to South Africa in a big way with corporate, government and business travelling having also increased significantly as people returned to the pre-Covid ways, and online alternatives were slowly phased back out. “People are tired of being at home and are wanting to travel again,” was the assessment in the post Covid period, “and especially here in South Africa where would-be travellers are desperate to explore what it has to offer from a destination perspective.”

It is a desperation and a hunger that has never abated since, underscored by data from TV BRICS demonstrating an increase of 1,108,222 visitors from January to September 2025 when compared to the same period last year, representing a total of 7,634,261 international tourists and a new record for arrivals to the country.

While impressive, and a proud achievement, it comes as little surprise given the unparalleled breadth of South Africa’s offering to the discerning voyager: the soaring peaks of the Drakensberg, the vibrant cosmopolitan energy of Gauteng, the breathtaking coastlines of Cape Town and KwaZulu-Natal, the magical wildlife encounters in the Eastern Cape, the list is almost endless.

“Tourism is proving to be a catalyst for economic growth and development. The industry is creating jobs, stimulating investment, and revitalising local economies,” Tourism Minister Patricia de Lille said recently, adding that these figures confirm the recovery of the tourism sector as well as its contribution to the nation’s economic growth.

In September alone, the country welcomed almost a million tourists, and a 26.9% increase on the year prior, a clear marker of the ever-growing global confidence in South Africa as a tourist destination and a phenomenal recovery from the catastrophic, albeit unavoidable, lows of the pandemic years.

Tourism’s contribution to South Africa’s GDP has long been vital, and is projected to exceed 10% by 2030. To support this vital backbone of the country, of course, there has to be the exquisite hospitality to match, which is where Premier Hotels & Resorts continues to lead the way and excel, in an ever-increasing footprint. “As a world-class African hotel group,” Premier explains, “we invite guests to not only enjoy the luxurious, modern facilities of our hotels but also immerse themselves in the unique surroundings where each property is located.

“More than a place to sleep, Premier is fast becoming the country’s most exciting collection of experiences: where families reconnect, corporates recharge, adventurers rise early, and incentive groups find the kind of magic that turns a trip into a story.

“Every Premier stay begins with a feeling, a warmth deeply rooted in South African hospitality and a sense of “welcome home” that threads through every property. It’s hospitality with heart, elevated by a portfolio that stretches from the forests of Mpumalanga to the business hubs of Gauteng and the serene waters of the Knysna Lagoon.

“We provide guests with unparalleled experiences, warm hospitality, and exceptional value for both business and leisure stays.”