South African Tourism (SA Tourism), led by Minister of Tourism Patricia de Lille, is making a strong return to ITB Berlin, the world’s leading travel trade show, taking place from 4–6 March 2025. With a delegation comprising 39 exhibitors and 15 Small, Micro, and Medium Enterprises (SMMEs), South Africa aims to showcase its diverse tourism offerings, strengthen global trade partnerships, and drive increased tourist arrivals.
Minister de Lille, alongside SA Tourism Chief Executive Officer Nombulelo Guliwe and key industry representatives, will lead Team South Africa in positioning the country as a top-tier destination for international travelers. The delegation features a broad spectrum of tourism operators, including destination management companies, hotels, and airlines, all working towards enhancing South Africa’s standing in the German and broader European travel markets.
Highlighting South Africa’s Unique Offerings
On 5 March, Minister de Lille and Team South Africa will host a media conference at ITB Berlin, reiterating why South Africa remains a premier travel destination. Whether visitors seek an unforgettable safari, vibrant city experiences, adventure and sports tourism, or indulgence in the country’s world-class restaurants and wine farms, South Africa presents a diverse and captivating array of travel experiences.
Additionally, the 15 SMMEs attending ITB Berlin through Department of Tourism funding will have a unique opportunity to present their businesses to global media and trade representatives. This initiative ensures that emerging businesses gain valuable exposure, strengthening their ability to attract international clientele and contribute meaningfully to the country’s tourism industry.
Boosting Tourism’s Economic Impact
“Central to the work we do as a tourism sector is ensuring that we create an impact on our economy and communities,” said Minister de Lille. “Providing small businesses access to the world’s largest tourism trade show empowers them to secure international clients. This is a tangible example of how tourism contributes to job creation and securing livelihoods.”
During the 2024 edition of ITB Berlin, the South African Pavilion facilitated over 1,471 meetings, generating 551 business leads over the three-day event. This success underscores South Africa’s commitment to sustaining and growing its presence in the international tourism market.
Commitment to Growth and Development
South Africa’s participation in ITB Berlin aligns with its long-term tourism growth strategy, aiming to attract 15 million international visitors annually by 2030. This effort supports the Government of National Unity’s priorities of driving inclusive economic growth, job creation, poverty reduction, and state development.
“Our attendance at ITB Berlin centres on showcasing the best of what South Africa has to offer and strengthening our position globally,” added Minister de Lille. “By engaging with key trade partners, we create a fertile environment for securing mutually beneficial agreements. These partnerships help overcome challenges that may deter visitors from choosing South Africa, playing a crucial role in driving tourism sector growth.”
With a dynamic and strategic presence at ITB Berlin 2025, South Africa reaffirms its commitment to leading the tourism sector into a new era of prosperity and global recognition.
