Inaugural Glamping Expo charts a sustainable future for South African tourism

PPhoto: From left to right, Nonnie Kubeka, Gauteng Tourism Authority, Kenny S. Hlela – Gemini Destination Advisory, Thembisile Sehlolo - CMO, SA Tourism, Moderator Londy Ngcobo.

The inaugural Glamping Expo 2025, held from 20-21 June at the Johannesburg Expo Centre, marked a pivotal moment for the country’s tourism and hospitality sector. The event brought together the entire glamping value chain - from tent manufacturers and eco-conscious designers to government officials, investors, and influencers - to solidify South Africa’s position as a culturally rich glamping destination.

During her opening address, Thembisile Sehloho, Chief Marketing Officer of South African Tourism, said. “This glamping expo is happening on African soil. Africa is taking a stand, and we are leading in places where the world never thought we would. Beyond travel, this expo will impact development and bring opportunities to life in our townships, villages, and small dorpies. We’re re-imagining an ecosystem.”

Redefining travel, policy and economic impact

Glamping Expo Lead Gugu Sithole shared the journey behind the landmark event. “This was our first expo, and we managed to deliver a great event. The industry received it very positively. We're excited about how it will introduce South Africans to a new form of travel. This event was born from a simple but bold dream to bring the entire glamping ecosystem together under one roof.”

A key theme was the alignment of government policy with industry innovation. The opening panel, ‘Governmental Roles: Policies and Support for the Glamping Sector’, provided a platform for a robust discussion on creating a supportive regulatory environment.

Sehloho emphasised the data-driven case for supporting the sector. “The numbers don’t lie. The traveller is changing. They’re getting younger and are looking for exactly this experience. Our job is to help businesses understand these consumers.”

A transformative movement where luxury meets sustainability

Nonnie Kubeka, Head of the Convention Bureau at the Gauteng Tourism Authority, declared the expo a ‘transformative movement’ that intersects innovation, nature, and luxury. “As Gauteng, we are positioning ourselves as a destination where luxury meets sustainability. We are going to build this movement into an economic sector, a new opportunity that will open up not only for glampers but for the communities of South Africa.”

Rooted in sustainability and community

The panel on ‘Eco-Friendly Glamping: Sustainable Practices and Green Technology’ highlighted the industry’s commitment to responsible tourism and how the sector aligns with global priorities, especially under the G20 Tourism Working Group’s Enhanced Resilience for Inclusive, Sustainable Tourism Development pillar. Frans Vermaak from Canvas and Tent demonstrated the sector’s circular economy in action: “We ensure there’s only about 3% wastage when we cut our fabrics. The leftover fabric gets donated to a woman in Ladysmith who makes wallets and handbags, which she then sells. So that also helps uplift the community.” This example shows how local sourcing, minimal waste, and inclusive economic participation form a practical model for building resilience and sustainability in tourism.

This focus on community was a recurring theme. Siphelele Luthuli, Marketing Manager at Ezemvelo KZN Wildlife, spoke of their ‘edutainment’ programmes in schools and the principle of regenerative tourism. “Leave the place better than you found it. We cannot do anything without including the communities. Glamping is taking us back to where our forefathers were, living in harmony with nature.”

The future of glamping – balancing authenticity and innovation

The expo also explored the dynamic future of glamping, navigating the balance between authentic, disconnected experiences and modern, technological comforts. Curteis Roberts, storyteller and guide at Experience Africa Safaris, captured the essence of glamping’s appeal. “Glamping is a way of connecting back to the essence of who we are and where we come from. I think that will be the metric for success in the future. On one hand, it’s nature; on the other hand, it’s community education.”

A new blueprint for South African tourism

The inaugural Glamping Expo was more than a successful trade show; it was a watershed moment that charted a new course for South African tourism. It established a vision where luxury and sustainability are essential partners and where economic growth is deeply linked to community empowerment. By connecting policymakers with innovators and investors with artisans, the expo moved glamping beyond a niche trend, establishing it as a cornerstone of a more resilient, inclusive, and authentic tourism ecosystem.

Looking to the future, Sehloho captured the expo's spirit and the ambitious path forward. “The energy here confirmed what we knew to be true - South Africa is not just participating in the global glamping conversation; we are poised to lead it. This expo was our declaration that we are building a legacy of tourism that is luxurious but also deeply rooted in our land, our people, and our collective sustainable future. We are inviting the world to experience this new chapter, and inviting our entrepreneurs to co-author it with us.”

-ENDS –

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Issued by South African Tourism

For further information, contact:

Thandiwe Mathibela     

Tel: +2711 895 3177     

Email: mediaq@southafrica.net

Email: thandiwe@southafrica.net

Website: www.indaba-southafrica.co.za

Note to editors:

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