An array of South African tourism products to be showcased at ITB Berlin in a bid to attract tourists to South Africa
Led by Minister of Tourism, Patricia de Lille, South African Tourism (SA Tourism) is returning to and will show its presence at the ITB Berlin travel trade show taking place from 4–6 March 2025 in Berlin, Germany.
Various South African tourism products owners will be on exhibit, showcasing South Africa’s diverse tourism offerings, strengthening trade partnerships while driving a mission to increase tourist arrivals to South Africa.
Team South Africa will be led by the Minister de Lille, alongside SA Tourism Chief Executive Officer Nombulelo Guliwe together with other leading tourism sector representatives at the world’s leading trade show.
The delegation also includes 39 exhibitors and 15 Small, Micro and Medium Enterprises (SMMEs) all fully representing a diverse mix of destination management companies, hotels, and airlines– all working together towards the common goal of enhancing South Africa’s position as a preferred destination by the German travel market, which is one of Europe’s largest outbound tourism markets.
Led by Minister of Tourism, Patricia de Lille, South African Tourism (SA Tourism) is returning to and will show its presence at the ITB Berlin travel trade show taking place from 4–6 March 2025 in Berlin, Germany.
Various South African tourism products owners will be on exhibit, showcasing South Africa’s diverse tourism offerings, strengthening trade partnerships while driving a mission to increase tourist arrivals to South Africa.
Team South Africa will be led by the Minister de Lille, alongside SA Tourism Chief Executive Officer Nombulelo Guliwe together with other leading tourism sector representatives at the world’s leading trade show.
The delegation also includes 39 exhibitors and 15 Small, Micro and Medium Enterprises (SMMEs) all fully representing a diverse mix of destination management companies, hotels, and airlines– all working together towards the common goal of enhancing South Africa’s position as a preferred destination by the German travel market, which is one of Europe’s largest outbound tourism markets.
On the same day the 15 SMMEs attending ITB through funding by the Department of Tourism, will at a special and bespoke session, get to present their businesses to members of the global media and trade. During these one-on-one engagements, members of trade will get an even more in-depth understanding and knowledge about these new businesses.
“Central to the work we do as a tourism sector, is ensuring that we create an impact on our economy and communities. Providing small businesses with access to the largest tourism global trade show and players empowers and allows them to attract clients from all over the world. This is a tangible example of how the tourism sector is contributing to job creation and securing livelihoods,” Minister Patricia de Lille said.
During the 2024 edition of ITB Berlin, the SA Pavillion saw over 1 471 meetings which generated at least 551 leads during the three-day showcase.
South Africa’s participation at ITB Berlin reaffirms the country’s commitment to driving tourism growth and leading the South African tourism sector’s goal of achieving 15 million international tourist arrivals annually by 2030.
This is in line with efforts to achieve the Government of National Unity’s Priority’s namely, to drive inclusive growth and job creation, to reduce poverty and tackle the high cost of living and to build a capable, ethical and developmental state.
“Our attendance at ITB Berlin centres on showcasing the best of what South Africa has to offer and therefore strengthening our country’s position not only in the European market but the globe too.
Through engagements with different trade partners and related stakeholders, we create a fertile environment for our country to secure new mutually beneficial agreements.
These partnerships, both short-term and long-term, unlock the challenges that hinder people from choosing to visit South Africa and therefore play a crucial role in driving growth for our tourism sector,” Minister de Lille added.
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