South Africa has arrived at ITB Berlin 2026 with its strongest tourism story in years and it is not wasting a single moment of the world’s most powerful travel trade platform to tell it.
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. The message from the South African delegation this week is direct: the Rainbow Nation is no longer in recovery mode it is in expansion mode.
A Strategic Delegation With a Clear Mission
The country’s participation is in line with the Tourism Growth Partnership Plan, which prioritises coordinated marketing, ease of access, inclusive participation and unlocking tourism’s full economic potential. The delegation is 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 Corné Koch.
Deputy Minister Sotyu was unambiguous about South Africa’s purpose at ITB Berlin: “ITB Berlin is a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensures South Africa remains competitive, visible, and confidently positioned in the global marketplace as a value-for-money destination of choice.”
49 Exhibitors — With Small Businesses at the Heart of It
Forty-nine exhibitors representing a wide variety of tourism products will be at the South Africa stand — including 22 Small, Medium and Micro Enterprises supported through the Department of Tourism’s Tourism Incentive Programme, as well as two Limpopo-based SMMEs facilitated by the Limpopo Tourism Agency.
Their presence is not incidental. It reflects a deliberate commitment to transformation and inclusive economic growth, ensuring that emerging tourism businesses gain direct exposure to global buyers and distribution networks.
In other words, South Africa’s ITB Berlin play is not just about headline numbers it is about making sure those numbers translate into opportunity at every level of the tourism economy.
Germany — A Key Market Growing Even Faster
Germany continues to be one of South Africa’s most valuable European source markets. German arrivals increased from 254,992 visitors in 2024 to 290,795 in 2025 representing year-on-year growth of 14%.
This sustained growth reflects the strong impact of targeted marketing campaigns and sustained demand for South Africa’s diverse mix of wildlife, culture, adventure, and scenic experiences. 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.
Brand South Africa — ‘Come Find Your Joy’
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” positioning the country as a destination of extraordinary experiences, meaningful connections, vibrant culture, and quality gastronomy.
Marketing campaigns highlight the country’s diversity from dramatic landscapes and biodiversity to urban creativity, gastronomy, and cultural heritage emphasising travel experiences that combine adventure with personal meaning and appealing to travellers seeking deeper engagement rather than conventional sightseeing.
