South African Tourism (SA Tourism) is gearing up for a significant presence at the ITB Berlin travel trade show, set to take place from 4–6 March 2025 in Berlin, Germany. Under the leadership of Minister of Tourism Patricia de Lille, the delegation will bring together key tourism stakeholders from South Africa. Their goal is to enhance trade relationships and showcase the country’s diverse travel experiences, reinforcing South Africa as a premier global destination.

South African Tourism (SA Tourism) is set to make a strong impact at ITB Berlin 2025, with a delegation led by Minister of Tourism Patricia de Lille and SA Tourism CEO Nombulelo Guliwe. Accompanied by key industry representatives, the team will focus on boosting visitor numbers from Germany, one of Europe’s most significant outbound tourism markets.

A total of 40 exhibitors and 15 Small, Micro, and Medium Enterprises (SMMEs) will represent South Africa’s tourism landscape, including destination management companies, hotels, and airlines. Their objective is to position South Africa as a top choice for German travelers seeking diverse experiences.

Spotlight on South Africa’s Tourism Offerings

On 5 March 2025, Minister de Lille and the South African delegation will host a media conference at ITB Berlin, highlighting the country’s rich travel experiences. From thrilling safaris and luxury stays to dynamic cityscapes, adventure sports, and world-class culinary delights, the presentation will showcase South Africa’s broad appeal.

Additionally, the 15 participating SMMEs will have exclusive opportunities to engage directly with global media and industry professionals, presenting their businesses and expanding their reach within the international travel market.

South Africa’s Tourism Expansion Strategy

At ITB Berlin 2024, the South African Pavilion facilitated more than 1,471 business meetings, resulting in 551 potential tourism partnerships. Building on this momentum, South Africa remains committed to strengthening its global presence in the travel industry.

The country’s participation in ITB Berlin aligns with its long-term vision of attracting 15 million international visitors annually by 2030. This ambitious target is part of a broader national strategy aimed at fostering inclusive economic growth, generating employment opportunities, and reducing poverty through a thriving tourism sector.

G20 Summit to Enhance South Africa’s Tourism Prospects

As South Africa prepares to take center stage at ITB Berlin, the country is also gearing up to host the prestigious G20 Summit later this year. This global event presents a valuable opportunity to elevate South Africa’s tourism and trade agenda on the world stage.

With international leaders and stakeholders converging in the country, the summit is expected to boost tourism visibility, attract investment, and contribute to economic expansion while creating employment opportunities across various sectors.

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