In South Africa, there is a paucity of research focused on urban tourism. The small body of research focused on South Africa's urban places as tourist destinations is mainly concerned with urban tourism in the country's metropolitan areas. Secondary cities, such as Bloemfontein, have received scant research attention. In the context of such research neglect, the paper focuses on the urban tourism system of Bloemfontein. Drawing on both survey material and secondary data sources, the investigation provides an outline of the Bloemfontein tourism economy. Particular attention is given to different tourism types and their spatial distribution. Thereafter, an overview of obstacles to various tourism development as experienced by product providers is given and potential support mechanisms detailed. Finally, a tourism development strategy is set out.