International Arrivals to South Africa Surge as South African Tourism returns to WTM London 2025 to Showcase the BEST of the Destination

SSouth 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.

Through this global platform, South African Tourism continues to enable meaningful connections between local industry players and international buyers, creating opportunities for collaboration, business growth, and increased destination visibility. Joining forces with twenty South African tourism businesses, the Team South Africa delegation will showcase the country’s diverse and competitive tourism offerings to the Global distribution channel, reinforcing South Africa’s position as a premier destination for both leisure and business travel.

The SA Tourism Pavillion will feature a strong mix of South African tourism businesses, including inbound travel companies, destination management companies, airlines, provincial tourism authorities, accommodation establishments, and car rental partners. Representing six of South Africa’s nine provinces, the exhibitors highlight the country’s rich geographic spread and the depth and diversity of its tourism value chain. This year’s participation comes as South Africa continues to experience strong tourism growth. Between January and August 2025, international tourist arrivals grew by 15.8% year-on-year, reaching 6.79 million visitors compared to the same period in 2024. Arrivals from the United Kingdom, one of South Africa’s most important source markets, also rose by 12.3%, from 223,946 visitors in 2024 to 251,431 in 2025, underscoring the country’s sustained global appeal and traveller confidence.

Speaking ahead of WTM London, Darryl Erasmus, Acting CEO at South African Tourism, said: “WTM London is one of the most important leisure trade platforms globally. It allows us to connect with international partners, showcase South Africa’s incredible experiences, and inspire travellers to discover the country. These engagements also highlight our commitment to supporting smaller tourism enterprises who may not be able to access these platforms on their own. Beyond this, WTM continues to deliver great value by strengthening our business pipeline, elevating South Africa’s brand on the global stage, and fostering collaboration across the tourism ecosystem to drive sustainable growth for the country’s visitor economy.”

Our global brand campaign, ‘South Africa Awaits: Come Find Your Joy,’ perfectly captures the spirit of our tourism offering, inviting travellers to experience the warmth, diversity, and vibrancy that make South Africa truly unique. Platforms like WTM London allow us to bring this message to the world and inspire meaningful connections between travellers and our tourism industry.” The South African National Convention Bureau continues to play a pivotal role in positioning South Africa as a world-class leisure and business events destination, attracting international conferences, meetings, and exhibitions that drive economic growth and create opportunities for local businesses.

Erasmus added: “Through our strong partnerships with the private sector South African Tourism continues to ensure that the country remains top of mind for leisure travellers and business event organisers alike. Our growth numbers clearly demonstrate the positive impact of this collaboration.” WTM London 2025 will once again serve as a powerful platform to reaffirm South Africa’s message to the world: The country is open for business, ready for growth, and capable of delivering unforgettable .

South African Tourism at WTM London 2025

South African Tourism will be exhibiting at WTM London from 4-6 November 2025. Visit the team and our partners at Stand S16-200 to discover why South Africa is a world-class destination for both business and leisure travel.

We can’t wait to connect with buyers and industry partners from across the world as we continue to showcase the warmth, diversity, and vibrancy that make South Africa truly unique.

Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

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

Website www.southafrica.net