ECPTA officially opened the 2025 summer season in Morgan Bay on 1 December 2025. The launch positioned the area as the gateway to the Wild Coast and highlighted the province’s readiness for its most important travel period. It brought together government leaders, private tourism operators, local businesses, community representatives and regional and national media to showcase the Eastern Cape as a vibrant, value-driven and safe summer destination.
In the build-up to the launch, ECPTA activated a strong digital-first campaign supported by influencer hostings and media visits. Personalities such as Live Mabeqa and Siya Papu explored curated Wild Coast itineraries that highlighted beaches, culture, adventure activities and community-based tourism. Their content formed part of ECPTA’s broader strategy to position the province as accessible, affordable and experience-rich for families, road trippers and holidaymakers.
A targeted media tour strengthened this visibility, with journalists taking part in coastal walks, sandboarding, nature experiences and hospitality offerings. These firsthand experiences will support high-value earned media coverage that promotes summer travel across the province.
During the launch, ECPTA emphasised the importance of partnerships, safety and responsible tourism as core pillars of the season. With strong demand for coastal escapes, nature, adventure and cultural experiences, the Agency highlighted that a successful summer directly supports local businesses, SMMEs and seasonal employment across both the formal and informal sectors.
The event reinforced the message that the Eastern Cape is ready for the peak period, with operational reserves, active lifeguards, travel deals, micro-trip itineraries, a consolidated events calendar and strong collaborations with SAPS, municipalities, media and tourism stakeholders. This aligns with the 2025 theme Eastern Cape, Summer Starts Here — celebrating the province’s sunshine, coastline, adventure, culture and the welcoming spirit that defines its summer identity.
