Travel Trade News

South African Tourism is pleased to confirm its participation at IMEX Frankfurt 2026 and invites qualified partners to join the South African Pavilion as co-exhibitors. As part of Team South Africa, stakeholders have the opportunity to showcase the country’s diverse, world-class business events offering to a powerful audience of global buyers, decision-makers and industry leaders. This platform enables partners to position their brands on the global stage, connect with influential buyers, and unlock new market opportunities.

Global tourism is evolving rapidly. Destinations once relied on broad marketing campaigns, but now, leading tourism boards adopt market-specific strategies tailored to Chinese and Indian travellers.

South Africa’s SMME sector is widely recognised as a powerful engine for inclusive growth, job creation, and entrepreneurship. Yet, for many small, micro, and medium enterprises (SMMEs), growth is constrained by a persistent structural challenge: access to finance. This is part of a much larger global trend.

Preparations for Africa’s Travel Indaba 2026, taking place from 11 – 14 May in Durban, Kwa-Zulu Natal are advancing strongly following the appointment of Synergy Business Events as the official Exhibition Management Company, a key milestone in delivering a focused, high-value platform for trade engagement across the continent.

South African Tourism is proud to announce the appointments of Ms Sithembile Ndaba as Chief Marketing Officer (CMO), effective 1 April 2026, and Mr Ismail Dockrat as Chief Operating Officer (COO), effective 1 May 2026.

110 trade and media set off for the third annual mega familiarisation and training initiative in South Africa

With the countdown to the LIV Golf South Africa underway, and the tournament taking place at Steyn City from 19 to 22 March 2026, South African Tourism is using the global event to highlight South Africa as a destination of world-class golf courses at affordable prices for international golf travellers.

Provincial distribution, or geographic spread, remains one of the most important levers for sustainable tourism growth, both in South Africa and globally. At its core, provincial tourism encourages travelers to explore multiple regions within a country, thereby benefiting the country more broadly. When visitors disperse geographically, economic value flows into more communities, supports more jobs, and strengthens regional development.

South African Tourism extends its heartfelt condolences to the Rovos Rail family following the tragic incident involving a Rovos Rail train near Naute in Namibia yesterday.

South African Tourism is aware of confirmed global flight disruptions and cancellations linked to the evolving situation in the Middle East and associated airspace closures, which are impacting international travel schedules.

Johannesburg, South Africa, 27 February 2026: South Africa is experiencing strong tourism growth and renewed global confidence as the country prepares to attend ITB Berlin 2026 from 3 to 5 March. Building on a record-breaking 10.5 million international arrivals in 2025, South Africa heads to ITB with a clear intention to further accelerate its drive to convert global interest into real economic impact.

South African Tourism has welcomed the Department of Home Affairs’ continued collaboration in supporting the successful hosting of Meetings Africa, one of the continent’s premier business events and trade shows.