South Africa Builds on Strong Tourism Momentum Ahead of ITB Berlin 2026

JJohannesburg, 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.

As one of the world’s leading global leisure trade platforms, ITB Berlin provides South Africa with a strategic opportunity to deepen trade partnerships, unlock expanded market access and amplify destination awareness across Europe and key international markets. The country’s participation is in line with the Tourism Growth Partnership Plan (TGPP), which prioritises coordinated marketing, ease of access, inclusive participation and unlocking tourism’s full economic potential.

Led by Deputy Minister of Tourism Maggie Sotyu, joined by South African Tourism’s Acting Chief Executive Officer Dr Shamilla Chettiar and Chief Convention Bureau Officer Corne Koch, a variety of proudly South African companies form part of this year’s ITB delegation, enabling structured business engagements.

Forty-nine exhibitors representing a wide variety of tourism products will be at the South Africa stand. They include 22 Small, Medium and Micro Enterprises (SMME) supported through the Department of Tourism’s Tourism Incentive Programme (TIP), as well as two Limpopo-based SMMEs facilitated by the Limpopo Tourism Agency. Their participation reflects a deliberate commitment to transformation and inclusive economic growth, ensuring that emerging tourism businesses gain direct exposure to global buyers and distribution networks. ITB Berlin continues to serve as a catalyst for sustaining this upward momentum and expanding South Africa’s global market share.

Tourism remains one of South Africa’s most impactful economic sectors. Every additional international arrival contributes to foreign direct spend, supports small enterprises and drives the multiplier effect that sustains livelihoods across the country. This is aligned to the Department of Tourism’s vision: Leading sustainable tourism development for inclusive economic growth in South Africa.

Germany remains one of South Africa’s most important European source markets. Tourist arrivals from Germany increased from 254 992 between January and December 2024 to 290 795 over the same period in 2025, representing a 14 percent year on year increase. This sustained growth reflects a strong impact of targeted marketing campaigns and a demand for South Africa’s diverse leisure, cultural, wildlife and adventure. Through enhanced trade engagements at ITB Berlin, South Africa aims to increase average length of stay, grow per capita spend and strengthen long term partnerships in this high value market.

Commenting on South Africa’s participation, Deputy Minister of Tourism Maggie Sotyu said;

“ITB Berlin is a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensures South Africa remains a competitive, visible and confidently positioned in the global marketplace as a value for money destination of choice.”

Through its presence at ITB Berlin, South Africa continues to elevate its global brand narrative under the call-to-action “South Africa Awaits; Come Find Your Joy”. The campaign positions the country as a destination of extraordinary experiences, meaningful connections and vibrant culture also highlighting South Africa’s quality gastronomy offering.

South Africa’s participation at ITB Berlin also builds on growing international confidence in the destination’s ability to host major global events. Following the successful hosting of the G20 Leaders’ Summit in 2025 and with the World Economic Forum set to host a Special Davos Meeting in South Africa in 2027, the country continues to reinforce its position as globally connected, investment-worthy and ready to welcome the world.

South Africa Awaits. Come Find Your Joy.

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