Team South Africa at ITB Berlin 2024 | The Planner

South Africa showcased its full splendor at the 2024 Internationale Tourismus-Börse (ITB) in Berlin, Germany, which was held from 5 – 7 March. From warm hospitality to breathtaking landscapes, vibrant township experiences to tranquil nature retreats, and from scenic wine routes to an array of delectable dishes, the country shone in all its glory.

South African Tourism Chief Executive Officer Nombulelo Guliwe

South African Tourism presented a strong presence at the world’s largest travel trade show, ITB. Led by Chief Executive Officer Nombulelo Guliwe, the team concisted of 63 exhibitors, including 14 SMMEs offering diverse products. Their goal was to boost international arrivals to South Africa and sustain the sector’s recovery and growth momentum. Guliwe received positive feedback from exhibitors who reported productive meetings and confirmed bookings resulting from interactions at ITB. She emphasised the significance of the trade show in attracting European buyers, considering Europe’s importance as a key market for South Africa.

Last year, South Africa welcomed 8.4 million international visitors

There was a significant portion originating from Africa. However, European arrivals saw a notable increase, with the United Kingdom and Germany leading the surge. Guliwe highlighted the country’s diverse tourism offerings and its commitment to sustainable practices and cultural experiences.

During ITB, South African Tourism showcased new products and arranged a special event for SMMEs to enhance their exposure and foster collaborations. They were joined by South African National Parks (SANParks), emphasising sustainable tourism and diverse experiences beyond the famous “big 5.” Kaula Nyilenda-Mphaphuli from SANParks emphasised their commitment to promoting lesser-known parks and rich cultural heritage sites. Guliwe assured potential visitors of an unforgettable experience, showcasing South Africa’s exceptional people and unparalleled hospitality.