South Africa arrives at ITB Berlin 2026 with renewed confidence as international tourism continues its strong recovery. The destination recorded a record 10.5 million international arrivals in 2025, and tourism officials see the event as a key opportunity to convert growing global interest into measurable economic gains.
ITB Berlin offers South Africa a strategic stage to strengthen trade relationships, expand market access, and boost awareness across Europe and other key long-haul markets.
Germany continues to be indeed 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-over-year growth of 14%.
The South African delegation is led by Deputy Minister of Tourism Maggie Sotyu, alongside Shamilla Chettiar, Acting CEO of South African Tourism, and Corne Koch, Chief Convention Bureau Officer. A broad mix of tourism businesses will take part in structured meetings with international buyers and partners throughout the show.
A total of 49 exhibitors will be represented on the South Africa stand, showcasing a wide range of tourism products and services. Among them are 22 Small, Medium and Micro Enterprises (SMMEs) supported through the Department of Tourism’s Tourism Incentive Program, along with two additional SMMEs from Limpopo backed by the Limpopo Tourism Agency. Their participation highlights South Africa’s commitment to inclusive growth by helping emerging tourism businesses gain direct access to global distribution networks.
ITB Berlin essential to South African tourism development
Tourism remains one of South Africa’s most important economic sectors. Each additional international visitor contributes directly to foreign exchange earnings while supporting small businesses and jobs throughout the tourism value chain. This approach reflects the Department of Tourism’s vision of sustainable tourism development as a driver of inclusive economic growth.
The steady increase reflects the effectiveness of targeted marketing campaigns and sustained demand for South Africa’s diverse mix of wildlife, culture, adventure and scenic experiences.
Through its presence at ITB Berlin, South Africa aims to increase visitor spending, extend average length of stay, and deepen long-term trade partnerships in this high-value market.
Deputy Minister Sotyu said ITB Berlin remains a critical platform for translating international interest into real economic opportunity.
“ITB Berlin allows South Africa to remain visible and competitive in the global marketplace as a value-for-money destination of choice,” she said.
South Africa will also promote its global campaign, South Africa Awaits – Come Find Your Joy, highlighting the country’s rich cultural heritage, diverse landscapes and growing culinary scene.
The country’s participation comes amid rising international confidence in South Africa as a major events destination. Following the successful hosting of the G20 Leaders’ Summit 2025, South Africa is preparing to welcome another major international gathering when the World Economic Forum stages a Special Davos Meeting in the country in 2027.
