By Emily Setona
BLOEMFONTEIN – The Free State rolled out the red carpet for global diplomats this week, using the G20 Cultural Diplomacy Roadshow to pitch itself as a hub for tourism, trade, and investment. Over two days, heritage tours met boardroom deals as provincial leaders pushed to turn cultural pride into concrete economic growth.
The event opened at Mangaung City Hall, included tours of key heritage sites, and concluded with an investment roundtable at Ramblers Club, where provincial leaders pitched opportunities in tourism, agro-processing, logistics, and cultural enterprises.
Premier MaQueen Letsoha-Mathae told delegates the province was “a land of vast opportunity” where culture, industry, and innovation intersect. She highlighted catalytic zones and investment-ready districts while stressing that labour rights must be respected.
“We want investors to see the Free State as a province of vast opportunities — but also one where labour laws are honoured,” she said.Deputy Minister of International Relations and Cooperation Thandi Moraka said South Africa’s G20 presidency, inherited from Brazil in 2024, was being used to strengthen bilateral ties.
“We have almost 12 heads of mission here to explore cooperation with the province, whether in tourism, agriculture, or other sectors,” she said.
The cultural leg of the roadshow showcased the Free State’s heritage. MEC for Sport, Arts, Culture and Recreation Zanele Sifuba led delegates to the War Museum and the historic Wesleyan Church, underscoring Bloemfontein’s role as “the birthplace of democracy” in South Africa.
“You are standing at the foundation of the democracy that the people of this country are driving today,” Sifuba told guests.
The closing investment session brought together diplomats, business leaders, and government agencies to convert interest into tangible projects. The programme underscored a broader provincial strategy: using cultural diplomacy not just to enhance South Africa’s global image, but to channel real investment into local economies.
