South Africa Travel Boosts European Visitor Growth With New 2027 Tourism Trade Programme Across Key Markets

South Africa Tourism is growing its tourism offerings in Europe. This is accompanied by South African Tourism’s major market access program for 2027, focusing on Germany, the Netherlands and Belgium. The program intends to boost international tourism to South Africa and helps build relationships with travel and tourism businesses. As part of the program, South African tourism businesses will be able to connect with European tourism trade buyers at the Vakantiebeurs 2027 in Utrecht. There will be additional business opportunities in other European cities. The program will help build South Africa’s wildlife and eco-tourism, as well as cultural and adventure tourism. It will also help develop South Africa’s luxury tourism.

South African Tourism (SA Tourism) has opened applications for tourism businesses to participate in two major European travel trade platforms in January 2027, targeting travellers and tourism partners across Germany, the Netherlands and Belgium. The initiative aims to strengthen South Africa’s presence in key European markets by connecting local tourism operators with international buyers, promoting diverse travel experiences and expanding opportunities for inbound tourism growth.

The two platforms include The Getaway: An Experience by Vakantiebeurs 2027, taking place at Jaarbeurs in Utrecht, Netherlands, from 7 to 10 January 2027, and a series of Market Access Trade Engagements scheduled from 12 to 22 January 2027 across eight European cities.

South African travel companies, tourism product owners and destination experience providers have been invited to apply for participation. Applications will close on 1 October 2026 at 17:00 SAST.

South Africa Targets Strong European Tourism Demand Through 2027 Travel Promotion

The latest tourism initiative comes as South Africa continues to experience growing demand from European travellers. Germany, the Netherlands and Belgium have become some of the country’s most important international tourism markets, contributing significantly to visitor arrivals.

In 2025, Germany and the Netherlands ranked among South Africa’s largest European source markets, while Belgium also recorded strong visitor numbers. Together, the three markets generated 481,267 tourist arrivals, accounting for approximately 34% of all European arrivals to South Africa.

The positive travel momentum continued in 2026, with Germany, the Netherlands and Belgium producing 279,537 arrivals between January and July, highlighting continued interest among European travellers seeking South African holidays.

The 2027 market access programme will support tourism businesses in reaching more travellers by creating direct connections with travel agencies, tour operators and tourism professionals who promote international holiday experiences.

Vakantiebeurs 2027 Showcases South Africa’s Diverse Travel Experiences

The Getaway: An Experience by Vakantiebeurs 2027 will provide South African tourism businesses with a platform to showcase the country’s wide range of visitor experiences to the European travel market.

The event will take place at Jaarbeurs in Utrecht, one of the Netherlands’ major travel exhibition venues. The platform will highlight South Africa’s attractions, including wildlife safaris, adventure tourism, cultural experiences, coastal escapes, luxury travel and nature-based holidays.

Through participation in the event, tourism operators will have the opportunity to introduce their products to European travel professionals and strengthen partnerships that can encourage future bookings.

The programme is designed to help South African tourism businesses improve international visibility and create stronger connections with travel buyers looking for new destinations and unique holiday experiences.

Digital Travel Content Helps South African Businesses Reach European Buyers

As part of the 2027 tourism promotion programme, selected businesses will develop digital itineraries that showcase their travel products and experiences. These itineraries will be reviewed by regional travel professionals to ensure they meet the needs and expectations of European tourism markets.

Participants will also prepare short elevator pitch videos presenting their tourism offerings. These videos will include AI-supported translations in Dutch, Flemish, German and French, helping businesses communicate more effectively with travel partners across different European regions.

The digital approach will allow international buyers to understand South African travel experiences before attending trade meetings, creating stronger engagement between suppliers and tourism professionals.

South Africa Expands Travel Partnerships Through European Trade Meetings

Following Vakantiebeurs 2027, South African Tourism will organise Market Access Trade Engagements across eight European cities from 12 to 22 January 2027.

The programme will include important tourism and business centres such as Amsterdam, Brussels, Antwerp, Düsseldorf and Frankfurt, providing opportunities for South African companies to meet directly with travel industry representatives.

These meetings will focus on strengthening relationships with European travel companies, increasing awareness of South African destinations and encouraging the development of new holiday packages.

The trade engagements will help tourism businesses connect with partners who influence travel choices among European holidaymakers and support future growth in international arrivals.

European Tourism Markets Remain Important For South Africa’s Visitor Economy

Germany, Belgium and the Netherlands continue to play a major role in South Africa’s international tourism sector. The strong visitor contribution from these markets demonstrates continued demand for South Africa’s landscapes, wildlife, culture and hospitality experiences.

Through targeted trade programmes, South African Tourism aims to support local tourism businesses while improving access to international distribution networks.

The 2027 European travel campaign will provide participating businesses with opportunities to promote their offerings, develop global partnerships and attract more visitors from some of Europe’s most valuable tourism markets.

By combining travel exhibitions, business meetings and digital promotion, South Africa is strengthening its strategy to grow international tourism and position the country as a leading long-haul destination for European travellers.