South Africa made a bold impression at ITB Berlin 2025, the world’s largest travel trade show, with Minister of Tourism Patricia de Lille delivering an inspiring address on the nation’s diverse tourism offerings, strong sector growth, and new initiatives to attract international travellers.
Showcasing South Africa’s diverse travel experiences
Highlighting the country’s vast tourism appeal, Minister de Lille spoke about the unique experiences available across all nine provinces. From stargazing in the Northern Cape to Big 7 wildlife safaris in the Eastern Cape, luxury wine tourism in the Western Cape, cultural journeys in Soweto, and adventure tourism in Mpumalanga, South Africa offers something for every traveller.
“Our country is a place of incredible beauty, rich cultural heritage, and world-class experiences,” she said. “From championship golf courses to breathtaking night skies, wellness retreats, and award-winning gastronomy, South Africa has something for everyone.”
The country’s international reputation continues to grow, with Cape Town being named the World’s Best Food City by Condé Nast in 2024. Additionally, the ‘Tourism in South Africa with Trevor Noah’ campaign secured third place at the prestigious World Tourism Film Awards.
Empowering small businesses in tourism
The minister also highlighted the crucial role of Small and Medium Enterprises (SMMEs) in the tourism sector, which contributes 8.8 per cent to South Africa’s GDP and supported 1.68 million jobs in 2024.
“SMMEs are at the heart of our thriving tourism industry, driving innovation, creating jobs, and shaping South Africa as a top global destination,” Minister de Lille noted.
Fifteen standout SMMEs are showcasing their businesses at ITB Berlin 2025 through the Department of Tourism’s Market Access Support Programme. This initiative provides funding to help emerging tourism enterprises gain international exposure and establish key trade connections.
To further support SMMEs, the Tourism Incentive Programme (TIP) has allocated R172.1 million for the 2024/25 financial year to assist businesses with market access, sustainability initiatives, transformation efforts, and grading support.
Hosting the G20 and expanding travel accessibility
A major highlight for 2025 is South Africa’s role as the host and Chair of the G20. More than 130 meetings will take place, including a dedicated Tourism G20 Working Group meeting in Durban in May and the G20 Tourism Ministers’ Meeting in Mpumalanga in September.
“This is a historic moment as South Africa becomes the first African nation to host the G20. Under the theme ‘Solidarity, Equality, and Sustainability,’ we aim to advance tourism’s role in socio-economic development and job creation,” said Minister de Lille.
To enhance travel accessibility, the Department of Home Affairs has launched the Trusted Tour Operator Scheme (TTOS) visa initiative, simplifying visa applications for travellers from key markets like India and China. The first Chinese travellers under this scheme arrived in February 2025, marking a milestone in streamlining international travel.
Additionally, South Africa’s air connectivity has expanded, with 103 active international routes connecting 64 cities worldwide and a 9.4 per cent increase in available seats for 2025.
A call for global tourism partnerships
With 8.9 million international visitors in 2024—marking a 5.1 per cent increase from the previous year—South Africa continues to solidify its position as a global travel hotspot. Minister de Lille invited investors and tourism stakeholders to collaborate in growing sustainable tourism, expanding accessibility, and supporting community-driven initiatives.
“South Africa is more than a destination—it’s an experience that transforms. We welcome travellers, investors, and partners to join us in shaping the future of global tourism,” she concluded.
For more on South Africa’s tourism offerings, visit the country’s stand at ITB Berlin in Hall 20 or explore upcoming opportunities at Africa’s Travel Indaba in Durban from 12-15 May 2025.
