South Africa advances tourism growth and market expansion in Mexico and Latin America

SSouth 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 programme brings together South African Tourism, the Department of Tourism, Brand South Africa, the Department of Sport, Arts and Culture (DSAC), the Department of International Relations and Cooperation (DIRCO), the South African Football Association (SAFA), and the South African Embassy in Mexico in a unified effort to showcase South Africa's culture, tourism offerings, investment potential and sporting heritage on one of the world's largest global platforms.

A key milestone of the programme on Wednesday 10^th June was the official launch of South Africa's presence at the Aldea Global Showcase, attended by South Africa's Ambassador to Mexico, Her Excellency Beryl Rose Sisulu, Minister of Tourism Patricia de Lille, Minister of Sport, Arts and Culture Gayton McKenzie, Minister of International Relations and Cooperation Ronald Lamola, representatives from Brand South Africa and other Team South Africa partners.

The launch marked the beginning of South Africa's destination promotion activities within the broader FIFA World Cup programme and underscored the country's commitment to leveraging major global events to drive tourism growth, market development and international engagement.

Speaking on South Africa's participation, Minister of Tourism Patricia de Lille highlighted the strategic importance of Mexico and Latin America as emerging growth markets for South African tourism.

"Mexico is an increasingly important growth market for South African tourism and forms a key part of our broader strategy to expand our footprint across Latin America. We are seeing growing interest from Mexican travellers seeking authentic, long-haul experiences that combine wildlife, culture, adventure, gastronomy and luxury tourism.

The FIFA World Cup provides an unparalleled platform to engage directly with consumers, travel trade partners, media and investors from across the region. Through our participation in Mexico, we are not only showcasing the very best of South Africa as a world-class tourism destination but also strengthening the partnerships and market presence that will support increased visitor arrivals, economic growth and job creation in the years ahead.

As government, we remain committed to leveraging major global platforms such as the FIFA World Cup to unlock tourism opportunities, enhance destination competitiveness and position South Africa as a destination of choice for travellers from around the world."

South African Tourism's participation at Aldea includes a dedicated destination activation designed to showcase the country's diverse tourism experiences through immersive visual content, destination information, trade engagement and consumer interaction.

The activation forms part of a broader market development strategy focused on growing arrivals from Mexico and the wider Latin American region. Mexico continues to represent an important growth market for South Africa, with increasing interest in experiences such as wildlife, culture, gastronomy, adventure tourism, luxury travel and sports tourism.

In addition to consumer-facing activities, South African Tourism will host tourism trade and media engagements aimed at strengthening relationships with tour operators, travel agents, destination specialists and media representatives.

South Africa's participation also highlights the country's continued investment in tourism growth and visitor accessibility. In partnership with the Department of Home Affairs, South Africa will promote the Electronic Travel Authorisation (ETA), an enhanced digital travel facilitation system designed to provide a safer, more efficient and seamless travel experience for international visitors.

The FIFA World Cup 2026 programme demonstrates the value of collaboration across government and industry stakeholders and reflects South Africa's commitment to using sport, culture, tourism and diplomacy as powerful tools for international engagement, economic growth and destination promotion.

ENDS

Media Enquiries

Thandiwe Mathibela (GM PR & Communications & Stakeholder Relations)

Mediaq@southafrica.net