Travel Trade News

South African Tourism, together with the Department of Tourism, is participating in the FIFA World Cup 2026 programme in Mexico as part of a coordinated Team South Africa initiative aimed at advancing tourism growth, expanding South Africa's presence in key international markets, and strengthening the country's global profile.

The global tourism industry is evolving rapidly, with travellers increasingly seeking experiences that are meaningful, personal, immersive and memorable. Holidays are no longer simply about visiting a destination; they are about connecting with people, culture and experiences that leave a lasting impression.

The United States remains one of South Africa’s most valuable overseas source markets, recognised for its high visitor volumes, strong spending power, and longer lengths of stay. However, American travellers are evolving, and so are their expectations. As destinations around the world compete for high-value international visitors, understanding these changing expectations has become increasingly important for tourism businesses seeking growth.

South Africa arrives at IMEX Frankfurt 2026, taking place from 19–21 May, with continued momentum as the continent’s leading business events destination following its number one ranking in Africa in the 2025 ICCA Country Rankings.

Africa’s Travel Indaba 2026 has concluded on a high note, reaffirming its position not only as one of the continent’s leading tourism trade platforms, but as a powerful driver of economic growth, market access, enterprise development, policy dialogue and continental collaboration.

South African Tourism’s “Sustainability Stories” series has been named a finalist at the International Tourism Film Festival Africa 2026, reinforcing South Africa’s position as a leading sustainable tourism destination on the global stage.

Johannesburg–South African Tourism’s “Sustainability Story” series is a finalist at the International Tourism Film Festival Africa 2026, reinforcing South Africa’s reputation as a leading sustainable tourism destination.

Unlimited Africa: Growing Africa's Tourism economy

Sanibonani. It is a joy to welcome you all to Durban, a city that embodies the spirit of African hospitality. This is a city where cultures meet and where Africa gathers once again to tell its tourism story. Today, as we open Africa’s Travel Indaba 2026, we do so with a sense of pride. We take pride in the resilience of the tourism sector.

Today, Africa’s Travel Indaba 2026 officially begins in KwaZulu-Natal province in the city of Durban marking the start of one of the continent’s most important tourism and trade platforms and setting the stage for a powerful week of business, collaboration, innovation, and African storytelling.

UNLIMITED AFRICA: GROWING AFRICA’S TOURISM ECONOMY

The Minister of Tourism, Patricia de Lille, has reinforced tourism’s role as a central pillar of South Africa’s economic growth strategy, calling for stronger continental collaboration and increased investment in the sector ahead of Africa’s Travel Indaba 2026