Content Team 
South Africa made a powerful impression at ITB Berlin 2025, with Minister of Tourism Patricia de Lille showcasing the country’s diverse travel experiences and strong sector performance. Addressing the world’s largest travel trade show, Minister de Lille highlighted South Africa’s breathtaking landscapes, rich cultural heritage, and award-winning gastronomy, emphasizing that the nation offers something for every traveler.
From astro-tourism in the Northern Cape to luxury wine tourism in the Western Cape, South Africa’s tourism sector continues to expand. The Big 7 wildlife experience in the Eastern Cape and adventure tourism in Mpumalanga further underscore the country’s appeal. Cape Town’s recent recognition as Condé Nast’s “World’s Best Food City” adds to its global allure.
South Africa’s tourism industry plays a crucial economic role, contributing 8.8% to GDP and supporting 1.68 million jobs in 2024. At ITB, 15 standout Small and Medium Enterprises (SMMEs) showcased their offerings through the Market Access Support Programme, which helps emerging businesses gain international exposure.
Additionally, the government has invested R172.1 million in the Tourism Incentive Programme, supporting market access, sustainability, and business transformation efforts.
A major highlight for 2025 is South Africa’s historic role as the first African nation to host the G20, with key tourism meetings set for Durban and Mpumalanga. Meanwhile, the country is improving accessibility through the Trusted Tour Operator Scheme (TTOS) visa initiative, streamlining travel for visitors from India and China. Expanded air connectivity now links 103 international routes to 64 cities worldwide, marking a 9.4% growth in available seats.
Minister de Lille invited global investors and tourism stakeholders to join Africa’s Travel Indaba (May 12-15, 2025, in Durban) to explore partnerships that drive sustainable tourism growth.
