An array of South African Tourism products to be showcased at ITB Berlin in a bid to attract tourists to South Africa

LLed 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 40 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 5^th of March, Minister de Lille and Team South Africa will host a media conference at ITB Berlin to once again highlight to the world that South Africa remains the top choice for any traveller whether looking to enjoy a safari experience or indulge in the many unique and immersive experiences from affordable to luxury travel, beautiful landscapes, vibrant cities, towns, villages and dorpies, adventure and sports tourism, culinary indulgence at our many award winning restaurants and wine farms or the many other tourist offering that South Africa offers.

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 inline 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.

Additionally, South Africa goes into ITB Berlin 2025 as the hosts of this year’s G20 Summit, which provides a pivotal opportunity to advance tourism and trade in the country. As the G20 hosts this year, we will use every opportunity to promote South Africa and strengthen the local tourism sector’s contribution to economic growth and job creation.

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For further information, contact:

Thandiwe Mathibela at South African Tourism

Tel: +27 11 895-3177                                

Email: thandiwe@southafrica.net  OR mediaq@southafrica.net

Website www.southafrica.net                  

Note to editors:

About South African Tourism

South African Tourism is the national tourism agency responsible for marketing of South Africa as a preferred tourist destination. It is headed up by Chief Executive Officer, Ms. Nombulelo Guliwe.