South Africa Commands the Global Tourism Stage in Berlin
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As the world’s tourism leaders gather in Berlin for the prestigious ITB Berlin, South Africa has once again positioned itself at the forefront of global tourism excellence.
With the country recording 10.5 million international arrivals in 2025, South Africa continues to demonstrate that tourism is far more than a leisure sector. It is a strategic economic driver capable of stimulating growth, supporting small enterprises, and strengthening international partnerships.
South Africa’s delegation, led by Deputy Minister of Tourism Maggie Sotyu, arrives in Berlin with a clear message to the global tourism community: tourism remains one of the most powerful tools for economic advancement and international cooperation.
Participation at ITB Berlin one of the largest tourism trade platforms in the world offers countries the opportunity not only to showcase their destinations but to strengthen bilateral partnerships, attract investment, and expand market access.
For South Africa, the focus extends beyond showcasing natural beauty and cultural richness. The nation is also highlighting the importance of growing visitor spending, extending the length of stay, and opening international markets to local tourism enterprises, including more than 20 Small, Medium and Micro Enterprises (SMMEs) supported through tourism development programmes.
Germany continues to be a strategic tourism partner for South Africa, with arrivals from the country showing consistent growth. Strengthening this relationship reflects a broader vision of expanding South Africa’s tourism footprint across key global markets.
Yet beyond statistics and international partnerships lies a deeper narrative, one that resonates across the African continent.
Tourism remains one of the few sectors capable of generating inclusive economic growth at scale. It connects multiple industries, from aviation and hospitality to culture, food production, transport, and creative economies. Each tourist arrival sets into motion a value chain that supports communities, entrepreneurs, and local economies.
South Africa’s presence in Berlin serves as a reminder that when tourism is strategically positioned, it becomes a powerful tool for national development.
As President of the Women African Tourism Board, I commend South Africa for its continued leadership in advancing tourism as a pillar of economic growth.
“South Africa’s presence at ITB Berlin demonstrates the power of tourism as a strategic economic sector capable of transforming nations. We congratulate the country for continuing to position tourism as a driver of growth, opportunity, and global engagement.
At the Women African Tourism Board, we believe the future of tourism across Africa must be built through education, leadership development, and inclusive participation particularly for women and youth who form the backbone of the tourism economy. Through tourism education and empowerment, Africa can unlock one of its most powerful sectors for sustainable development.”
Amb. Moleboheng Matli, MBL
President, Women African Tourism Board
Africa holds some of the world’s most extraordinary tourism assets from breathtaking landscapes and wildlife to rich cultures and vibrant communities. Yet the continent still captures only a fraction of global tourism revenue.
The opportunity ahead is clear.
If nations continue to invest strategically in tourism development, education, and international partnerships, the sector could become one of the most transformative economic forces across the continent.
South Africa’s leadership in Berlin is therefore more than participation in a global tourism showcase. It is a signal to Africa and the world that tourism, when harnessed effectively, can shape economic futures and unlock prosperity for generations to come.