South Africa was firmly on the ground at ITB Berlin 2026, which took place from 3 to 5 March, building on strong tourism growth and renewed global confidence in the destination. Following a record-breaking 10.5 million international arrivals in 2025, South Africa was present with a clear intention to accelerate the conversion of global interest into measurable economic impact.
South Africa’s Deputy Minister of Tourism- Maggie Sotyu
As one of the world’s leading leisure trade platforms, ITB Berlin presented a strategic opportunity for South Africa to deepen trade partnerships, expand market access and amplify destination awareness across Europe and key international markets. Participation aligned with the Tourism Growth Partnership Plan (TGPP), which prioritises coordinated marketing, ease of access, inclusive participation and unlocking tourism’s full economic potential.
Photo Credit: South African Tourism
The delegation was 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. A diverse group of proudly South African tourism businesses formed part of the delegation, engaging in structured business-to-business meetings with global buyers and trade partners.
Forty-nine exhibitors showcased a broad range of tourism products at the South Africa stand. These included 22 Small, Medium and Micro Enterprises (SMMEs) supported through the Department of Tourism’s Tourism Incentive Programme (TIP), as well as two Limpopo-based SMMEs facilitated by the Limpopo Tourism Agency. Their participation reflected a deliberate commitment to transformation and inclusive economic growth, ensuring emerging tourism enterprises gained direct exposure to global distribution networks.
Photo Credit: South African Tourism
Tourism remained one of South Africa’s most impactful economic sectors. Each additional international arrival contributed to foreign direct spend, supported small enterprises and drove a multiplier effect that sustained livelihoods nationwide. This approach aligned with the Department of Tourism’s vision of leading sustainable tourism development for inclusive economic growth.
Germany continued to be one of South Africa’s most important European source markets. Tourist arrivals from Germany increased from 254,992 between January and December 2024 to 290,795 over the same period in 2025, representing a 14% year-on-year increase. This sustained growth reflected the impact of targeted marketing campaigns and strong demand for South Africa’s diverse leisure, cultural, wildlife and adventure offerings. Engagements at ITB Berlin focused on increasing average length of stay, growing per capita spend and strengthening long-term partnerships within this high-value market.
Commenting from Berlin, Deputy Minister Maggie Sotyu said: “ITB Berlin was a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensured South Africa remained competitive, visible and confidently positioned in the global marketplace as a value-for-money destination of choice.”
Photo Credit: South African Tourism
Through its presence at ITB Berlin, South Africa continued 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 world-class gastronomy.
South Africa’s participation also built on growing international confidence in its ability to host major global events. Following the successful hosting of the G20 Leaders’ Summit in 2025, and with the World Economic Forum set to host a Special Davos Meeting in South Africa in 2027, the country continued to reinforce its position as globally connected, investment-ready and prepared to welcome the world.
