South Africa to showcase tourism offerings at ITB Berlin 2025

SOUTH AFRICA – South Africa will participate in ITB Berlin 2025 from March 4 to 6, with a delegation led by the Minister of Tourism presenting the country’s travel offerings to strengthen its global presence and drive tourism growth.

South Africa’s delegation to ITB Berlin 2025 will be substantial, comprising nearly 50 exhibitors alongside representatives from 15 small, medium, and micro enterprises (SMMEs).

This diverse group will include various stakeholders from the tourism industry, such as destination management companies, hotels, airlines, and other travel-related businesses.

Exhibitors will present a range of tourism experiences, with a strong emphasis on South Africa’s renowned gastronomy and wines.

Under the event’s 2025 theme, “The Power of Transition Lives Here,” participants will have the opportunity to assess the current state of global tourism, address challenges, and explore avenues for growth. 

As part of its strategy, South Africa will host a networking event at the South African Pavilion on the opening day.

This initiative aims to facilitate connections between South African exhibitors and international tourism professionals, fostering business relationships and collaborations.

Previous editions of ITB Berlin have demonstrated the value of such engagements, with exhibitors at ITB Berlin 2024 conducting an average of 23 meetings, leading to concrete business deals and strengthened international partnerships. 

South Africa’s presence at ITB Berlin plays a crucial role in positioning the country as a premier global travel destination.

The exhibition offers a platform to highlight South Africa’s unique attractions, ranging from dynamic urban centers to world-famous wildlife and scenic landscapes.

Participation in the event is expected to enhance the country’s appeal, drawing a new wave of international visitors and generating increased tourism revenue that will benefit the local economy. 

ITB Berlin also provides an opportunity for South Africa to maximize its tourism assets and expand its global reach.

The event enables industry players to establish agreements and partnerships with long-term economic and social benefits.

By increasing its visibility in the competitive global tourism market, South Africa aims to attract travelers seeking diverse and enriching experiences. 

A key aspect of South Africa’s participation is the inclusion of SMMEs in the delegation. This strategic initiative is intended to drive inclusive economic growth by allowing smaller businesses to showcase their offerings on an international platform.

By supporting SMME participation, South Africa seeks to broaden economic involvement and ensure that the tourism sector’s growth benefits all levels of society. 

The involvement of SMMEs not only creates new business opportunities for these enterprises but also contributes to job creation within the local tourism industry.

Their presence at ITB Berlin underscores South Africa’s commitment to economic inclusivity and sustainable development, ensuring that the advantages of a thriving tourism sector are widely distributed.

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