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WWith its diverse range of unique tourism experiences including breath-taking scenery, safari, history and cultural experiences as well as quality-assured accommodation establishments, South Africa is well poised to attract more travellers from various parts of the world.                               

South African Tourism, the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination, together with the greater tourism sector, will once again be participating at the Internationale Tourisms-Borse (ITB) in Berlin, Germany. This global trade show will take place from the 5th to the 7th of March 2024 under the theme “Pioneer the Transition in Travel & Tourism. Together".

In line with the theme, South Africa is going to ITB Berlin in a united show of force and re-enforcement of the collaborative spirit that has seen the sector welcome 8.5 million international tourists between January and December 2023.

“We are going to ITB 2024 as one “Team South Africa” comprised of a wide variety of products and experiences. We have put the effects of the COVID-19 pandemic behind us and we are pioneering our transition by ensuring that we showcase our exceptional tourism offering and indeed improve South Africa’s brand appeal and inspire travellers to choose to book and come visit South Africa,” says South African Tourism Chief Executive Officer, Nombulelo Guliwe. 

Forming part of the South Africa delegation, are 63 tourism products and services including 15 Small Medium and Micro Enterprises (SMME)s’ from across nine provinces representing the unique and culturally diverse South African tourism offering.

“The last few years have been tough for global travel and tourism as the world was gripped by the COVID-19 pandemic. All the changes that have occurred in the past few years have significantly impacted on how we live our lives, interact and socialise and of course how we engage in other economic and leisure activities. This has been nothing short of evolutionary and has required that we transition into the new norm.  As “Team South Africa” we go to ITB driven by our passion to market our country and to finding the best partners that will partner with us in our transition and ensure that we position our country as the best tourism destination in the world,” adds Guliwe.

Part of the engagements for “Team South Africa” at ITB 2024 include a “Destination South Africa Showcase” in the form of media panel discussion on the first day of the trade show – 5th of March. This will be followed by a trade and media engagement session specifically tailored to afford all the South African SMMEs maximum networking opportunities with these important partners.  Throughout the trade show, there will also be meetings with existing established partners as well as new potential partners all to ensure that South Africa is the destination of choice for travellers from various markets. In further driving networking opportunities, there will also be a showcase of some of some South African wines at the South Africa stand.

About 15 SMMEs will be part of the companies exhibiting at the South Africa stand 201 at Hall number 20. This is part of a concerted effort of ensuring that the SMMEs are provided market access where they can showcase and promote their products on the international stand. 

“We are looking forward to reconnecting with our long-standing partners while also forging new connections at this year’s ITB Berlin.  Our country has what travellers are looking for. Our tourism products also allow them to travel more responsibly so they can make a positive impact and contribute to the preservation of our planet. Through the work that we do with our partners we can package and promote South Africa”.

While ITB Belin is a global trade show, it cannot be denied that the slant is more towards Europe, given its location. Europe remains a primary source of overseas tourists for South Africa. Between January and December 2023, South Africa saw 1.2 million tourist arrivals from Europe, a 38.2% increase compared to the same period in 2022. The United Kingdom remains the top European source market with 356,160 tourists choosing South Africa, marking a 25.8% growth compared to 2022.  Germany experienced a 41.6% increase in arrivals compared to 2022, amounting to 245,259 tourists. This was followed by the Netherlands which saw an increase of 45.5% when compared to 2022, amounting to 131,371 tourist arrivals between January and December 2023

South Africa will be exhibiting at Hall number 20 at stand 201 at ITB Berlin, 5 to 7 March 2023.



For further information, contact:

Thandiwe Mathibela at South African Tourism

Tel: +27 11 895-3177                                

Email:  OR


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