South Africa Showcases Tourism Growth and SMMEs at ITB Berlin 2026
South Africa Showcases Tourism Growth and SMMEs at ITB Berlin 2026. South Africa is highlighting its tourism sector at ITB Berlin 2026, taking place from 3 to 5 March, following a record 10.5 million international arrivals last year. The country’s delegation features 49 exhibitors, ranging from established operators to small and medium enterprises (SMMEs), all seeking contracts, partnerships, and exposure in key global markets.
Among the exhibitors are 24 SMMEs supported by the Tourism Incentive Programme and the Limpopo Tourism Agency, giving them direct access to international distribution networks. Their participation underscores South Africa’s commitment to broadening opportunities for smaller businesses and ensuring inclusive growth within the tourism sector.
Germany continues to play a pivotal role as a European source market. Arrivals from Germany rose 14%, increasing from 254,992 in 2024 to 290,795 in 2025. Delegates at ITB Berlin are focused on building on this momentum by encouraging longer stays, boosting visitor spending, and strengthening long-term partnerships with European buyers.
Deputy Minister of Tourism Maggie Sotyu emphasized the strategic importance of ITB Berlin, stating: “ITB Berlin is a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensures South Africa remains competitive and visible as a value-for-money destination.”
The showcase reflects South Africa’s broader tourism strategy, which combines international promotion with support for local enterprises. By integrating SMMEs into global platforms, the country aims to diversify its tourism offerings while ensuring that smaller operators benefit from international exposure.
As ITB Berlin 2026 unfolds, South Africa’s delegation is expected to highlight the country’s diverse attractions, from wildlife and cultural heritage to modern leisure experiences. The event provides an opportunity to reinforce South Africa’s position as a leading destination in Africa, while demonstrating how tourism can drive inclusive economic growth.
