South Africa tourism is entering 2026 with unprecedented momentum, leveraging record-breaking arrivals and growing international confidence as the country prepares to attend ITB Berlin from 3 to 5 March. After welcoming 10.5 million international visitors in 2025, South Africa arrives at the world’s leading global leisure trade platform with a deliberate strategy: to turn international curiosity into measurable economic growth.
ITB Berlin has long been a critical gateway for countries seeking to expand their tourism footprint. For South Africa, it represents more than a showcase; it is a platform for forging partnerships, increasing market access, and amplifying the country’s appeal to key European and global markets. Participation aligns with the Tourism Growth Partnership Plan (TGPP), which emphasizes coordinated marketing, simplified access, inclusive participation, and the economic optimisation of tourism assets.
The delegation is led by Deputy Minister of Tourism Maggie Sotyu, alongside South African Tourism’s Acting Chief Executive Officer Dr Shamilla Chettiar and Chief Convention Bureau Officer Corne Koch. Their leadership underscores a structured approach to engagement, pairing senior officials with a diverse group of tourism operators for high-impact business interactions.
Forty-nine exhibitors will feature at South Africa’s ITB stand, representing an extensive array of tourism products. Among these are 22 Small, Medium and Micro Enterprises (SMMEs) supported through the Department of Tourism’s Tourism Incentive Programme (TIP) and two SMMEs from Limpopo facilitated by the Limpopo Tourism Agency. This representation is not symbolic. It reflects a deliberate strategy to ensure transformation within the tourism economy, providing emerging operators with direct exposure to global buyers and distribution channels. By elevating SMMEs to the international stage, South Africa demonstrates its commitment to inclusive growth and sustainable economic impact.
ITB Berlin functions as a catalyst for this growth. It is a space where emerging businesses can secure contracts, test products, and expand networks. Every engagement carries potential ripple effects, sustaining livelihoods and reinforcing South Africa’s competitive presence in the global market.
Tourism is a critical driver of South Africa’s economy. Each international arrival contributes to foreign direct spend, supports local businesses, and triggers multiplier effects that benefit entire communities. This aligns with the Department of Tourism’s vision of leading sustainable tourism development to achieve inclusive economic growth. The ongoing expansion of inbound tourism translates into tangible economic gains for small enterprises, regional tourism hubs, and cultural attractions.
Germany remains a pivotal market for South Africa. Tourist arrivals from Germany grew from 254,992 in 2024 to 290,795 in 2025, a 14 percent increase. This growth is a testament to the impact of targeted marketing campaigns and the global appeal of South Africa’s leisure, cultural, wildlife, and adventure offerings. ITB Berlin presents an opportunity to deepen these relationships, increase average length of stay, boost per capita spend, and establish long-term partnerships in high-value source markets.
Deputy Minister Maggie Sotyu emphasized the importance of ITB Berlin, stating, “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.”
Through the campaign “South Africa Awaits; Come Find Your Joy”, the country frames itself as a destination of vibrant culture, exceptional experiences, and world-class gastronomy. The narrative highlights meaningful connections, diverse landscapes, and cultural richness that go beyond traditional tourism promotion.
South Africa’s participation also signals growing confidence in the country’s ability to host major international events. The successful G20 Leaders’ Summit in 2025, and the upcoming Special Davos Meeting in 2027, reinforce the nation’s reputation as a globally connected, investment-worthy, and well-prepared destination. These milestones showcase South Africa’s infrastructure, organisational capacity, and readiness to engage the world at multiple levels, further strengthening its tourism appeal.
ITB Berlin thus serves as both a market expansion tool and a platform to consolidate South Africa’s image as a capable, culturally rich, and economically significant destination.
South Africa tourism continues to expand its global footprint through strategic participation at ITB Berlin. By combining inclusive SMME engagement with targeted marketing and high-level trade interactions, the country aims to convert growing international interest into sustainable economic gains. Every engagement, from one-on-one meetings to product showcases, contributes to a long-term strategy of global visibility and market diversification.
South Africa’s approach to ITB Berlin 2026 reflects a broader ambition: to transform curiosity into tangible economic outcomes, elevate emerging businesses, and position the country as a destination that offers joy, discovery, and cultural richness. South Africa awaits. Come find your joy.
