Press centre

London, 6 November 2025 – As World Travel Market (WTM) London 2025 concludes today, South African Tourism proudly reflects on a week of meaningful engagement, global recognition, and growing enthusiasm for travel to South Africa.

In South Africa, food is far more than sustenance – it is memory, heritage, resilience, and identity served on a plate. Every region of our country offers visitors an edible story, using indigenous ingredients and centuries-old cooking traditions, a fact that South African Tourism feels we should celebrate because, in a world that’s increasingly same-same, visitors to our shores seek flavours that they can’t find – or replicate – anywhere else. South African food tells a story that no other destination can imitate.

From sky to sea, South Africa invites you to live boldly and feel deeply – where adventure meets meaning. From the Western Cape’s rugged coasts to Limpopo’s tranquil bushveld, from Gauteng’s urban pulse to the Free State’s vast plains, every one of our nine provinces offers a unique way to feel alive.

South Africa, 15 October 2025. South African National Convention Bureau (SANCB), a business unit of South African Tourism, will once again fly the South African flag high at the World Travel Market (WTM) in London from 4–6 November 2025.

South African Tourism has successfully concluded a dynamic showcase at the 15th Magical Kenya Travel Expo (MKTE), held from October 1 to 3, 2025, at Uhuru Gardens, Nairobi. Officially opened by Kenya’s Deputy President, Rigathi Gachagua, the event brought together leading tourism players from across Africa and the world, reinforcing the continent’s growing influence in the global travel economy.

South African Tourism’s Europe team has unveiled four dynamic films that showcase the performance updates and highlights from its four regional hubs, UK/Ireland Hub, Central Europe Hub (Germany, Switzerland & Austria), South Europe Hub (France, Italy, Spain & Portugal) and North Europe Hub (Netherlands, Belgium & Sweden), for the 2024/2025 financial year. These films illustrate how each hub successfully brought the global “Live South Africa” campaign to life in their respective markets, inspiring travellers across the continent to choose South Africa as their destination of choice.

For 25 years, the Tourism Grading Council of South Africa (TGCSA) has been the gold standard of quality assurance in the country’s tourism industry. Its trusted star grading system—ranging from 1 to 5 stars plus 5-Star Premium—has helped transform South Africa into one of the world’s most reliable and competitive travel destinations. From luxury city hotels to intimate coastal guesthouses, grading has given travellers confidence and operators credibility.

The competitive advantage that builds trust, credibility, and long-term growth Summer in South Africa is peak travel season. Local and international visitors alike arrive with high expectations—seeking comfort, safety, and memorable experiences. In such a competitive tourism landscape, standing out is not just important—it's critical. That's where the Tourism Grading Council of South Africa (TGCSA) steps in, offering a trusted benchmark that elevates businesses in the hospitality sector

A CAMPAIGN TO RECONNECT WITH YOUR INNER CHILD Launched on September 8, 2025, on the South European markets (France, Italy, and Spain), South African Tourism‘s new campaign is more than just a simple tourism promotion tool. In a world that moves too fast, “Come Find Your Joy!” invites us to reconnect with our childlike spirit.

South Africa’s true treasure is found in its people, the carriers of its vibrant, intangible soul. Beyond the iconic landscapes and Big Five safaris lies a nation whose deepest stories are painted in the sacred geometry of Dr Esther Mahlangu's artworks, carried in the ancient Amahubo hymns of Mbuso Khoza, plucked from the strings of Victor Sithole’s umakhweyana, and spoken into being by world champion poets like Xabiso Vili.

#G20TourismHackathon - The picturesque hills of the Sabie River valley in South Africa’s Mpumalanga Province provided a tranquil haven for a group of aspiring young innovators who took on a challenge to reimagine the future of tourism through a digital lens.

Mpumalanga Declaration G20 Tourism Ministers Meeting, 2025