South Africa shines bright at ITB Berlin 2024: A showcase of hospitality and diversity

Saturday, March 9, 2024

South Africa made a remarkable presence at the 2024 Internationale Tourismus-Börse (ITB) in Berlin, Germany, held from March 5th to 7th. The country’s rich offerings, from warm hospitality to breathtaking landscapes, lively township experiences to tranquil nature retreats, and from picturesque wine routes to mouthwatering diverse cuisine, were showcased in full glory.

South African Tourism demonstrated unity at the world’s largest travel trade show, ITB. Led by Chief Executive Officer Nombulelo Guliwe, the South African team, comprising 63 exhibitors, including 14 SMMEs showcasing a variety of products, aimed to increase international arrivals to South Africa while sustaining the sector’s recovery and growth momentum.

Reflecting on the event, Guliwe expressed satisfaction with the positive feedback received from exhibitors, who were enthusiastic about the meetings they conducted on the stand.

“I have received great feedback from exhibitors at the stand who said that the quality of the buyers they have met with has already proven to yield positive results. Some of the exhibitors already have confirmed bookings emanating from their meetings here at ITB. This is what makes our presence at this trade show worthwhile,” said Nombulelo Guliwe.

Alongside the scheduled meetings, South Africa solidified its presence and brand positioning during an event on the first day of the trade show. Nearly 40 members of the media and trade attended, further enhancing the country’s visibility and reputation.

“We welcomed 8.4 million international visitors to our country last year, 75% of which was attributable to Africa. ITB is a global trade show but given its location, there are more buyers from the Europe market at ITB. With Europe being a key source market for South Africa, this show is a good platform for us to invest our efforts in as we strive to grow our tourism numbers even further.”

In the past year, South Africa greeted 1.2 million tourists from Europe, signaling a notable 38.2% surge compared to the corresponding period in 2022. Particularly noteworthy is the United Kingdom’s continued prominence as the primary source market, contributing 356,160 tourists to South Africa, representing a substantial 25.8% growth from 2022. German tourists also surged by 41.6%, reaching 245,259 visitors,” remarked Guliwe.

Emphasizing South Africa’s diverse tourism offerings, Guliwe reiterated the message to partners that the destination caters to a wide range of traveler preferences.

During the trade show, Guliwe highlighted new products aimed at enhancing South Africa’s appeal.

Additionally, South African Tourism organized a special event for SMMEs, which attracted members of the media and trade. This initiative provided these enterprises with a unique platform to gain exposure and showcase their diverse range of products and services.

In the previous year, South Africa greeted 1.2 million tourists from Europe, indicating a notable 38.2% rise compared to the corresponding period in 2022. Noteworthy is the United Kingdom’s continued dominance as the primary source market, contributing 356,160 tourists to South Africa, which signifies a substantial 25.8% growth from 2022.

“This particular event was specifically tailored and targeted as a platform for these businesses to have more closer and meaningful connections with key trade partners potentially securing collaborations and contributing to their growth and development,” adds Guliwe.

Furthermore, South African Tourism collaborated with South African National Parks (SANParks) to spotlight the country’s wide array of sustainable experiences and products. These offerings enable visitors to bask in South Africa’s beauty and hospitality while actively contributing to the preservation of nature and local communities.

The emphasis on sustainable tourism is driven by insights indicating that many visitors prioritize supporting environmentally conscious experiences. There’s also a growing interest among travelers in exploring cultural immersion. Guliwe underscored South African Tourism’s dedication to supporting township and rural tourism establishments, recognizing them as vital in providing authentic cultural experiences.

“At SANPArks, we are largely known for the “big 5” experience through our world-renowned areas such as Kruger National Park. We, however, have much more varied offerings in our parks. We feature diverse landscapes, marine life and rich cultural heritage sites. We encourage our visitors to venture into lesser-known parks,” said Ms. Kaula Nyilenda-Mphaphuli, Managing Executive: Tourism Development and Marketing.

Assuring potential visitors of an unforgettable experience, Guliwe emphasized that South Africa is a land of exceptional people. This characteristic is reflected in the country’s tourism offerings and hospitality, ensuring visitors receive a warm welcome wherever they go.

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