Minister of Tourism, Patricia de Lille, at the launch of Africa’s Travel Indaba in Durban
Image: Taschica Pillay
DURBAN is ready to host Africa's Travel Indaba (ATI) from May 12 to 15 at Durban's International Convention Centre.
This year's theme for Indaba is “Unlimited Africa”.
The iconic African leisure trade show, will have participants from 26 African countries, including South Africa and over 1200 exhibitors, including 297 tourism products.
Minister of Tourism, Patricia de Lille, speaking at the launch of ATI at Durban's Moses Mabhida Stadium on Wednesday said ATI was more than an event, but a collective voice and stories echoing across the globe.
"From its origins over four decades ago as a local platform, Indaba has grown into the most vibrant travel marketplace on the African continent."
De Lille said in 2024 the Indaba hosted more than 9000 delegates and 1200 exhibitors, where 24 000 business meetings turned ideas into action and R226 million in direct economic activity was generated in Durban.
She said interest was surging from major markets including the United States, China, UK and India.
A total of 55 countries are represented in their buyer profile.
"Africa’s Travel Indaba will feature discussions and workshops on how Artificial Intelligence can drive customer service improvements, streamline operations, enhance visitor experiences, and optimise marketing strategies.
"This will help tourism businesses; particularly small and medium enterprises harness the power of AI to stay competitive in the global tourism market," she said.
De Lille said as a proudly Pan African trade show, this year’s Indaba would also highlight opportunities for cross-border tourism collaborations and regional destination marketing to increase the value of Africa’s tourism offering.
"Additionally, Africa’s Travel Indaba will showcase how local tourism can drive sustainable economic growth and contribute to job creation," she said.
De Lille said this year is historic for the country as for the first time, the G20 Summit comes to African soil – to South Africa’s shores.
"As the G20 Chair this year, we are hosting meetings throughout the year with the second G20 Tourism Working Group taking place in KZN during Indaba.
"We have a golden opportunity to forge meaningful partnerships for tourism growth on a global scale. By the end of November over 200 G20 related meetings will be hosted across our provinces, spotlighting not just our tourism experiences and offerings, but our capability, our hospitality, and our readiness to lead," she said.
She said tourists across the globe were seeking experiences over products and prioritising their spending on unique and exciting activities.
"South Africa has it all and at Africa’s Travel Indaba we have every intention to show this to the globe."
De Lille said sport tourism and adventure were also major drawcards to the country, with adventure tourists making up 8.8% of tourists to South Africa in 2024.
Nombulelo Guliwe, CEO of South African Tourism, said they were expecting quality buyers and an increased number of exhibitors who will showcase their tourism offerings from Africa under one roof.
Nkosenhle Madlala, chairperson of governance and human capital in eThekwini Municipality, said Durban with its rich cultural heritage, stunning landscapes and hospitable communities is more than ready to host this prestigious event.
"This year's theme Unlimited Africa invites us to reimagine the continent's tourism potential, boundless in its diversity, unmatched in its warmth and limitless opportunities it presents to the world. It challenges us to go beyond the expected and embrace the full spectrum of what Africa offers as a destination from the heritage and history, to innovation and immersive experiences.
"We believe Africa's Travel Indaba is not just an event, it's a powerful platform that brings people together, a convergence of ideas, cultures and opportunities," said Madlala.
Sibusiso Ndebele, KwaZulu-Natal Tourism and Film Authority chairperson at the launch of Africa's Travel Indaba in Durban
Image: Taschica Pillay
Sibusiso Ndebele, KwaZulu-Natal Tourism and Film Authority chairperson, said this year's event is going to be bigger than last year's showcase.
"With future business being transacted during the exhibition, old relationships will be renewed, new ones will be forged, boosting the economies of South African businesses and tourism regions as well as those of exhibiting African countries across the continent.
"The benefits of ATI will also cascade down to KZN's small and medium tourism enterprises (SMMEs) which have been given the opportunity to exhibit at ATI," said Ndebele.
He said this year’s ATI will give guests the extra opportunity to have visually immersive experiences, where curated spaces will tell the story of the continent’s unlimited possibilities.
"This visually captivating offering will also provide the perfect backdrop for engaging digital content and for our film and television sectors," he said.
Ndebele said the current contract to host Africa's Travel Indaba expires this year.
"We are hopeful that when the next contract is announced, that Durban and KZN will once again win the bid, as we believe that the city should be recognised as the permanent home of ATI," said Ndebele.
At the end of March, South African Tourism officially launched their latest global brand campaign, ‘South Africa Awaits — Come Find Your Joy!’ — a celebration of the country’s boundless energy, rich culture, and extraordinary experiences.
Thembisile Sehloho, chief marketing officer for South African Tourism, said through the campaign they were inviting the world to come and rediscover the essence of wonder in the beautiful country, South Africa.
"And to see South Africa in the broader continent through fresh eyes. The campaign is created around South African people," said Sehloho.
