South African tourism calls for exhibitors at ITB Berlin 2025

SOUTH AFRICA – South African Tourism is inviting businesses in the tourism sector to secure a spot under the South African pavilion at ITB Berlin 2025, set to take place from March 4-6.

ITB Berlin, recognized as the world’s largest travel trade show since its inception in 1966, will once again provide a platform for countries to showcase their tourism offerings.

The 2024 event saw participation from 190 countries and hosted 5,600 exhibitors, drawing over 100,000 attendees.

South Africa made a strong impression at this year’s event with its “Africa On Show” pavilion, featuring 63 exhibitors, including 15 small, medium, and micro enterprises (SMMEs).

“Participating in trade shows like ITB allows South African Tourism to build relationships with international partners and create business opportunities,” said a spokesperson from the South African National Convention Bureau (SANCB). “Through collaboration, we aim to increase global awareness and visitor numbers to our country.”

Acknowledging the rising costs associated with international events, South African Tourism has confirmed it will subsidize participation fees for businesses joining the pavilion. This initiative is part of ongoing efforts to promote equitable recovery in the tourism sector.

“We want to ensure that every stakeholder, regardless of their size, has the chance to present their unique offerings to a global audience,” the SANCB spokesperson added.

To apply, interested businesses must visit the ITB Berlin 2025 online platform, complete the application form, and review the terms and conditions.

The deadline for submissions is December 30, 2024. Applicants are also advised to familiarize themselves with travel and visa requirements to avoid potential delays.

The ITB Berlin trade show covers a wide range of market segments, including business travel, luxury travel, LGBTQ+ travel, and travel technology.

Running parallel to the event is the ITB Berlin Convention, a hub for industry leaders to discuss emerging trends and innovations shaping the future of travel.

The 2024 edition showcased Oman as the official host country, earning praise for its opening ceremony and cultural presentations.

Networking opportunities at ITB Berlin attract decision-makers and CEOs from around the globe, solidifying the event’s reputation as a crucial meeting point for industry professionals.

With preparations underway for 2025, South African Tourism is committed to creating a vibrant presence that reflects the country’s diverse offerings.

Businesses eager to expand their global footprint are encouraged to seize this opportunity to join the South African pavilion.

For more information, visit the ITB Berlin website or contact South African Tourism directly.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.