South Africa's Tourism Minister Patricia de Lille submitted an inspiring address at ITB Berlin 2025, the largest global travel fair highlighting South Africa's diverse tourism products, strong sector performances and exciting new initiatives to boost international travel.
“Our country is a place of incredible beauty, rich cultural heritage and world-class experience,” Minister Delhir said. “From championship golf courses to breathtaking night sky, wellness retreats and award-winning gastronomy, there's something for every traveler in South Africa.”
Introducing unique travels in South Africa
Minister Delire also highlighted South Africa's diverse tourism supply across nine South African states, from astrotourism in the Northern Cape, the Big Seven Wildlife Experiences in the Eastern Cape, the gorgeous wine tourism in Western Cape, the Soweto cultural experiences in Mpumalanga, and the adventure tourism in Mpumalanga.
South Africa continues to be internationally recognized, with Cape Town being named the world's best food city by Condé Nast in 2024, winning the “South African Tourism with Trevor Noah” campaign, which won third place at the 36th World Tourism Film Awards.
The Minister also highlighted the important role of small and medium-sized enterprises (SMMEs) in the country's thriving tourism sector. She highlighted that SMMES is a key driver of innovation, employment and economic growth, and has made a significant contribution to the country's tourism industry.
“Tourism is one of South Africa's most dynamic industries, contributing 8.8% to the country's GDP and supporting 1.68 million jobs in 2024 alone,” Minister Delhir said. “At the heart of this growth is SMMES. Its creativity and entrepreneurship will help shape South Africa as the world's top destination.”
Fifteen outstanding SMMEs are participating in ITB 2025 and have been selected as part of the Tourism Bureau's Market Access Support Program. The initiative will provide funding to help startups gain international exposure and build valuable trade relationships. They also participated in special bespoke sessions where they were able to present their business to key members of European trade.
South Africa's commitment to supporting SMME is clear. The department also allocates R172.1 million for fiscal year 2024/25, and manages the Tourism Incentive Program (TIP) that supports market access, green tourism projects, transformation efforts and scoring support.
“When we stand here in ITB Berlin, we proudly present 15 remarkable SMMEs offering everything from adventure tourism to ecotourism and cultural experiences. Their presence shows us the rich and diverse tourism products of South Africa. The Tourism Bureau's investment ensures that SMMES remains competitive and sustainable in the global market,” she added.
The participation of South African businesses in ITB Berlin follows the successful conference Africa 2025, in which 113 SMMES introduced tourism products and services. These efforts strengthen South Africa's focus on promoting comprehensive tourism growth and creating opportunities for sector entrepreneurs.
South Africa will hold G20 Summit
A key milestone for 2025 is South Africa's role as host and chair of the G20. The country will hold over 130 G20 meetings, including the dedicated Tourism G20 Working Group Meeting to be held in Durban, KWA Zurnatal in May, and the G20 Tourism Ministers Meeting to be held in Mpumalanga Province in September.
“This is a proud and historic moment as South Africa will become the first African nation to host the G20. Under the theme of “solidarity, equality and sustainability,” we aim to promote the role of tourism in socioeconomic development and job creation,” Minister Delhir said.
Improved accessibility via visas and air routes
South Africa has introduced a new Trusted Tour Operator Scheme (TTOS) visa initiative by the Ministry of Home Affairs, which streamlines visa applications for travelers from two major growth markets: India and China. The first group of Chinese travelers using TTO arrived in February 2025 and marked an accessibility breakthrough.
Additionally, South Africa has expanded its aviation connectivity, currently boasting 103 active international routes in 64 cities around the world, with an increase of 9.4% in 2025.
Tourism growth and economic impact
In 2024, South Africa welcomed 8.9 million international visitors, up 5.1% from the previous year. The tourism sector currently contributes 8.8% to South Africa's GDP and supports 1.68 million jobs, strengthening its role as a key driver of economic growth.
Calling for Global Partnerships
Minister Delhir has extended invitations to investors and tourism stakeholders to help grow sustainable tourism, expand travel accessibility and support community-driven tourism initiatives. She also invited her to come to the African Travel Indava in Durban, KWA Zulu-Natal, from May 12th to 5th, 2025.
“South Africa is more than a destination. It's a transformative experience. It welcomes travelers, investors and partners and joins us in shaping the future of tourism around the world,” she concluded.
The South African stands at ITB 2025 are located in Hall 20 or explore what they have to offer on future African trips.
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