May 7, 2024 | Press Release

South African Tourism is thrilled to announce the highly anticipated ‘Africa’s Travel INDABA 2024’, set to take place in the picturesque province of KwaZulu-Natal, South Africa. This year, the event will host over 40 esteemed Indian trade partners. In a significant, strategic shift in South African Tourism’s play in the Indian market, nearly 95% of the contingent will consist of buyers from tier 2 and tier 3 cities. This move aims to spotlight the immense potential and opportunities these new source regions of India present.

Africa’s Travel INDABA, a 3-day trade show is more than just a platform for business transactions; it embodies a transformative experience, providing insights into global trends and local expertise. Preceded by a dedicated Business Opportunity Networking Day (BONDay), the event scheduled on 13th May sets the stage for knowledge sharing and thought leadership exchange. Attendees will be able to engage with over 950 exhibitors, including opinion leaders, tourism board decision-makers, and representatives from African countries like Zimbabwe, Zambia, Lesotho, and Swaziland. The highlight of this year’s event will be the showcase of new and untapped regions within South Africa, including KwaZulu-Natal, Mpumalanga, and the Free State. These regions offer unique experiences, ranging from stunning coastlines and safari parks to historical landmarks and cultural attractions.

“India stands as a strategic market for South African Tourism” envisioning even greater possibilities Neliswa Nkani, Hub Head – Middle East, India, and Southeast Asia for South African Tourism adds, “Africa’s Travel Indaba isn’t just about showcasing South Africa – it’s about forging deeper connections and we see a massive opportunity in India’s tier 2 and teir 3 cities. These territories hold ample promise— a new generation of eager travellers seeking unique experiences.”

“In collaboration with Indian travel agents in these emerging markets, we aim to explore South Africa’s lesser-known regions and create worthwhile experiences for our Indian trade partners to promote,” she continues, “This strategic alliance builds upon the momentum generated by a remarkable 43% surge in inbound travellers from India in 2023, solidifying South Africa’s stature as one of the top three focus markets for the nation. With this targeted approach, we anticipate even more substantial growth in the years to come.”

The delegation reflects South Africa’s recognition of India’s growing appetite for outbound tourism and its potential as a key source market. Including buyers from cities such as Chandigarh, Lucknow, Jaipur, and Surat underscores South Africa’s focus on expanding its reach beyond traditional metropolitan hubs.

South African Tourism is committed to celebrating the country’s off-beat destinations through the eyes of Indian travellers to inspire more Indians to visit South Africa. From exhilarating adventure activities exceeding 3,000 in number to vibrant cultural experiences and breathtaking natural landscapes, the Rainbow Nation caters to a diverse range of interests and preferences. Reflecting on the demand for offbeat experiences, especially by millennial and Gen Z travellers, South African Tourism strategically crafts its offerings to celebrate new, relatively unexplored regions. India emerges as a prime driver for South African tourism’s growth, especially given that Indian travellers are the largest international adventure consumers in South Africa.

Africa’s Travel INDABA 2024 will take place in the picturesque province of KwaZulu–Natal, known for its warm hospitality, vibrant culture, and breathtaking landscapes. The city of Durban, with its rich history and diverse offerings, will serve as the host venue, providing delegates with a glimpse into the heart and soul of South Africa.