Although language and tourism are inseparable, language can also pose significant barriers within the industry. Machine translation (MT) (i.e., Google Translate) tools are critical for overcoming language barriers. Despite the considerable potential of MT, research on its application in global South countries remains limited. This study investigates whether MT, particularly through Google Translate, can help to bridge language barriers in South Africa or if it inadvertently contributes to the problem. The conceptual research method, along with case study and literature review methods, is employed to achieve the aim. The results highlight the language barriers tourists and locals encounter in South Africa, as well as the benefits and drawbacks associated with using Google Translate.