The opening ceremony of Africa’s Travel Indaba in Durban, South Africa, set the stage for a celebration of the continent’s tourism potential, unity and resilience. Framed by this year’s theme, Unlimited Africa, the opening event was a powerful Pan-African showcase highlighting tourism as a key driver of economic growth, empowerment and cultural connection across the continent.
From energetic Zulu dancers to a chorus of children singing, the opening ceremony began as a rich display of culture and pride. This year’s Travel Indaba welcomed 1,300 exhibitors, delegates from 27 African countries and more than 1,200 international buyers from over 50 global markets.
More than just an industry gathering, the event is a declaration of Africa’s tourism aspirations and achievements. With a strong focus on collaboration and intra-continental travel, African delegates emphasized a collective vision for shared prosperity and limitless possibility.
“Africa’s Travel Indaba stands as a beacon of what is possible when we act together. It reminds us that tourism is not just about travel—it is about connection, empowerment and shared belief. It is about promoting each other’s markets and harnessing what we have as diverse nations,” said Deputy President of the Republic of South Africa, Shipokosa Paulus Mashatile, at the opening ceremony.
Recent tourism statistics show positive momentum. South Africa recorded 8.9 million visitors in 2024 and welcomed 2.6 million tourist arrivals in the first quarter of 2025—a 6 percent increase over the same period last year. Notably, 75 percent of those visitors came from other African countries, underscoring the vital role of regional travel in creating a resilient, self-sustaining tourism ecosystem.
Tourism continues to be a key pillar of South Africa’s economy.
“Tourism in South Africa makes a significant contribution to the economy, creating jobs and independent livelihoods. It reaches parts of the country where there are very few other opportunities,” said South African Tourism Minister Patricia de Lille, during the ceremony.
Find Your Joy
Recently, South African Tourism unveiled its new global brand campaign: South Africa Awaits—Come Find Your Joy!. The U.S. remains the country’s top overseas source market, with a 5.2 percent year-over-year increase in arrivals in 2024.
Canada also posted strong growth, with visitor numbers rising 5.5 percent, reflecting increased interest from North America. That momentum has continued into 2025, with North American arrivals up 4.1 percent in the first quarter.
“Joy is Africa’s gift to the world, and our tourism offerings are its vessel,” said de Lille.
As noted during the ceremony, both the campaign and Africa’s Travel Indaba represent a declaration of promise, possibility, connection, empowerment and shared beliefs towards the spirit and strength of African tourism.
Exhibitors and the Trade Show
The exhibition floor at Africa’s Travel Indaba showcased hundreds of exhibitors representing the diverse and dynamic offerings of the African continent. Showcasing everything from luxury safari lodges and upscale accommodations to wine and spirit tastings, the trade show is a celebration of the continent’s travel offerings and culture.
Attendees explored engaging presentations on gastronomy, culture, music, sports and tourism trends while visiting booths representing the best of South Africa as well as other African countries such as Zimbabwe, Namibia, Botswana, Mozambique, Uganda and many more.
Indaba also featured local artisans and culinary talent, with vendors selling handmade crafts and food trucks serving traditional African cuisine. Adventure travel was another key focus, with exhibitors promoting experiences such as shark cage diving in Cape Town, game drives and hot air balloon experiences.
The exhibition truly captures the spirit and diversity of Africa, positioning the continent as a premier travel destination for the global market.
As Africa’s Travel Indaba continues, meaningful connections are being forged, underscoring the event’s role in shaping a stronger, more united future for African tourism, with the continent not only included but leading the way.
For more information on Africa’s Travel Indaba, visit indaba-southafrica.co.za.
