South African Tourism Announces Eleventh Edition of Learn SA in India to Boost Engagement and Explore New Travel Opportunities

Published on December 8, 2025

By: Tuhin Sarkar

South African Tourism has launched the 2025–26 edition of its flagship ‘Learn South Africa’ (Learn SA) programme, continuing its commitment to deepening engagement with the Indian travel trade. This year’s edition aims to expand the tourism board’s reach into high-potential tier-2 markets, equipping over 300 travel partners with valuable insights into South Africa’s evolving tourism offerings. The initiative aims to provide updated destination knowledge, business-building tools, and promote South Africa as a prime destination for leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions) travel.

The 11th edition of Learn SA focuses on enhancing collaboration with India’s growing travel trade, strengthening the partnership, and preparing travel agents to meet the increasing demand for South Africa. This multi-city workshop series will kick off in Surat on 28 November 2025, followed by Pune on 12 December 2025, Kolkata on 16 January 2026, and conclude in Lucknow on 06 March 2026. With Indian travellers showing increased interest in long-haul travel, South African Tourism is strategically targeting these tier-2 markets, recognising the growing travel demand beyond metro cities.

Strengthening Ties with India’s Travel Trade

As India continues to be a key market for South African Tourism, the 11th edition of Learn SA aims to further strengthen the connection with the Indian travel community. With rising spending power and a growing desire for international travel, particularly to long-haul destinations like South Africa, the tourism board is intensifying its regional outreach efforts. Programmes like Learn SA play a vital role in showcasing South Africa’s diverse attractions, providing Indian travel partners with the necessary knowledge and tools to promote the Rainbow Nation more effectively.

In 2025, South African Tourism is committed to distributing traveller footfall more evenly across the country by highlighting lesser-known destinations. As Indian travellers seek out new, immersive experiences, this edition of Learn SA will spotlight provinces such as Mpumalanga, Limpopo, and Free State, in addition to traditional favourites like Johannesburg and Cape Town. This strategy is designed to open up new opportunities for travel partners to curate distinctive itineraries that align with the growing demand for unique and off-the-beaten-path experiences.

Spotlighting Hidden Gems and Lesser-Explored Regions

South African Tourism’s approach with Learn SA goes beyond the well-known destinations of Cape Town and Johannesburg. This year’s training initiative will highlight South Africa’s hidden gems, encouraging travel partners to offer unique experiences in lesser-explored regions. Provinces like Mpumalanga, Free State, and Limpopo offer Indian travellers new landscapes, adventure, culture, and nature-focused experiences. By promoting these lesser-known areas, the tourism board aims to provide Indian travellers with fresh perspectives on South Africa, while also easing the pressure on traditionally busy tourist hotspots.

Through the Learn SA workshops, South African Tourism empowers travel trade partners to craft itineraries that are not only distinctive but also reflect the increasing interest from Indian travellers in exploring more authentic, culturally rich destinations. The tourism board is focused on ensuring that Indian travel agents are well-equipped to meet this demand by offering innovative products and insights on how to curate experiences that align with the evolving expectations of Indian tourists.

Empowering Over 300 Travel Partners Across India

South African Tourism has set a goal to train more than 300 travel partners across four major Indian cities during the 11th edition of Learn SA. This initiative is a part of the tourism board’s broader commitment to the Indian market and is a strategic move to ensure that India remains a critical source market for South African tourism. As one of the fastest-growing travel markets globally, India is essential to South African Tourism’s long-term growth strategy.

The Learn SA programme is not only about educating Indian travel agents but also about strengthening the relationships between South African Tourism and its travel trade partners. Through these workshops, South African Tourism aims to address on-the-ground challenges faced by travel agents, while also providing them with the resources needed to capitalise on the growing demand for South African travel experiences. With these efforts, the tourism board aims to drive sustained tourism growth and create a stronger India-South Africa travel corridor.

South African Tourism’s Continued Investment in Indian Markets

South African Tourism’s sustained investment in India is evident through its strategic outreach and initiatives like Learn SA, the Corporate Think Tank, OTM Roadshow, and the Annual India Roadshow 2025. Each of these efforts is designed to support the travel trade, enhance destination awareness, and drive long-term growth in the Indian market. The tourism board’s consistent commitment to strengthening its ties with Indian travellers underscores its confidence in the potential of this dynamic market.

Through programmes like Learn SA, South African Tourism continues to reinforce its position as a leading destination for Indian travellers. The tourism board’s strategy of focusing on both popular and hidden destinations ensures that it can cater to a wide variety of travel preferences, from urban explorers to nature enthusiasts. This holistic approach ensures that South Africa remains an attractive and diverse option for Indian tourists seeking new adventures.