South Africa strengthens tourism presence in the Americas through strategic partnership with the South African Embassy in Mexico

SSouth African Tourism’s participation at ITB Americas 2026 combines destination marketing, diplomatic collaboration and tourism trade development to strengthen South Africa’s profile and unlock opportunities in Mexico and the wider Americas.

GUADALAJARA, Mexico – South African Tourism will participate in the inaugural ITB Americas 2026, taking place from 10–12 November at Expo Guadalajara, as part of its efforts to strengthen South Africa’s presence in the Americas, expand international trade relationships and create new opportunities for the tourism sector.

The participation is supported by a strategic collaboration with the South African Embassy in Mexico, bringing together destination marketing and diplomatic engagement to advance South Africa’s tourism interests, strengthen market visibility and facilitate engagement with government, business and tourism stakeholders.

Mexico represents a growing opportunity for South Africa, with arrivals increasing from approximately 4,500 in 2023 to 5,100 in 2025. ITB Americas is expected to attract more than 5,000 industry participants and approximately 300 hosted buyers, providing a platform to connect South African tourism businesses with international distribution networks.

At the centre of South Africa’s participation is its international destination campaign, ‘South Africa Awaits – Come Find Your Joy!’, showcasing the country's diverse offering across wildlife and nature, culture and heritage, gastronomy, adventure, premium leisure and community-based tourism.

Ismail Dockrat, Chief Operating Officer of South African Tourism, said:

“South African Tourism’s participation at ITB Americas is a deliberate investment in strengthening our international market presence and expanding opportunities for the South African tourism sector. Diversifying our source markets and connecting our tourism businesses with international trade partners are important to growing arrivals and visitor expenditure.

“Our collaboration with the South African Embassy in Mexico ensures that our destination positioning is supported by strong institutional relationships and sustained market engagement. Together, we can strengthen South Africa’s profile, deepen trade relationships and create opportunities that extend beyond the exhibition.”

Strengthening South Africa–Mexico relations

Under the leadership of H.E. Ambassador Beryl Rose Sisulu, the South African Embassy in Mexico provides an important platform for advancing South Africa’s visibility and engagement in the market. Through its diplomatic networks and established relationships, the Embassy will support stakeholder introductions, destination promotion and engagement with relevant tourism, government and business representatives.

The collaboration reinforces a coordinated national approach to international positioning, connecting tourism promotion with broader economic and diplomatic interests.

Advancing travel facilitation through Electronic Travel Authorisation

Mexico was among the first markets to adopt South Africa’s Electronic Travel Authorisation (ETA) system, reflecting the importance of travel facilitation in strengthening bilateral tourism opportunities. The digital system supports a more streamlined visitor journey, improves travel accessibility and reinforces South Africa’s commitment to making the destination easier to visit. This development complements South African Tourism’s market-development efforts, strengthening the country’s competitiveness and supporting growth in international arrivals from Mexico and the wider Americas.

Connecting South African tourism businesses to international markets

Five South African tourism businesses will be showcased to international buyers and travel media, highlighting the diversity and depth of the country's tourism offering:

· Travel and I Africa – A women-led inbound tourism business specialising in tailor-made, luxury and safari journeys, family travel, incentives and sports tourism.

· Nano Travel – A destination management business offering luxury, safari, cultural and adventure experiences, MICE services and multilingual guiding.

· Mbombela Experience – A Mpumalanga-based business showcasing Kruger-area safaris, scenic attractions, adventure and cultural experiences.

· ERM Tours & Safaris – A business-to-business destination management company with 35 years of experience in customised Southern and East African itineraries.

· Discover Africa Travel – A regional tourism specialist offering multi-country experiences across Southern and East Africa.

Their participation creates opportunities to engage prospective buyers, develop commercial relationships and expand access to international tourism distribution networks.

Building a sustainable tourism trade pipeline

A key objective is to develop buyer interest in Africa’s Travel Indaba 2027, South Africa’s flagship inbound tourism trade platform. ITB Americas will enable South African Tourism

to identify prospective buyers and establish a pipeline of qualified trade contacts for continued engagement, subject to applicable buyer programme criteria.

The approach is informed by South African Tourism’s Strategic Platforms Review undertaken by Grail Insights, which highlighted the value of international trade platforms in generating business meetings, qualified leads, market opportunities and referrals to South Africa’s owned platforms. Outcomes will be assessed through trade engagement, qualified leads, buyer referrals, media exposure and subsequent commercial opportunities.

Supporting tourism growth and inclusive economic participation

South African Tourism’s participation aligns with its Five-Year Strategic Plan 2025–2030, the Tourism Growth Partnership Plan 2025–2030 and broader government priorities of inclusive economic growth and job creation.

By strengthening South Africa’s presence in growth markets and supporting tourism businesses to access international distribution networks, the initiative contributes to growing international arrivals, increasing visitor expenditure and expanding tourism’s contribution to the economy.

The collaboration with the South African Embassy in Mexico demonstrates the value of coordinated destination marketing, diplomatic engagement and industry participation in advancing South Africa’s tourism interests.

ENDS

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About South African Tourism

South African Tourism is the national tourism marketing agency responsible for promoting South Africa as a preferred tourism destination in international and domestic markets. Through destination marketing, strategic partnerships and tourism trade platforms, the organisation works to grow tourism demand, strengthen market access and support the sustainable growth of the tourism sector.