As Kenyan tourist arrivals to South Africa reached 36,497 visitors between January and August 2026, representing growth of 7.7%, South African Tourism is placing local enterprises at the heart of destination promotion at the 16th Magical Kenya Travel Expo (MKTE) in Nairobi from 6 to 8 October 2026.

South African Tourism will lead a delegation of 20 tourism businesses, alongside the South African National Convention Bureau (SANCB), showcasing the country’s diverse tourism and business events experiences while creating market access and growth opportunities for the MSMEs.

The delegation is larger than the 17 participants represented at MKTE in 2025 and reflects South African Tourism’s continued investment in the East African market, through stronger trade partnerships, increased MSME participation and the creation of measurable business opportunities for participating tourism businesses.

Turning market growth into tourism business

Between January and August 2026, South Africa welcomed 36,497 tourists from Kenya, a 7.7% increase compared with the same period in 2025. Across Africa, arrivals reached 6,001,535 over the same period, up 13.4% year on year, while total international tourist arrivals reached 7,581,455, up 11.7%.

Kenya remains an important East African source market for South Africa, supported by direct air connectivity and established travel-trade relationships. South African Tourism will use MKTE to strengthen trade partnerships, expand product distribution and increase the presence of South African experiences in East African travel packages.

South Africa’s tourism offering continues to receive international recognition. At the 2026 World Travel Awards Africa & Indian Ocean programme, South African destinations, tourism businesses and aviation partners secured 19 awards, including recognition for Cape Town, Durban ICC and FlySafair, reinforcing South Africa’s reputation for delivering world-class leisure and business events experiences.

Transformation through market access

Transformation remains central to South African Tourism’s trade mandate. In 2025, 10 participating South African businesses at MKTE were MSMEs. In 2026, 14 of the 20 participating tourism businesses are MSMEs, representing 70% of the SAPO delegation and a 40% increase in MSME participation by number. The programme is designed to give smaller and emerging enterprises direct access to relevant buyers and distribution partners.

For smaller tourism businesses, the value of trade-show participation lies in access: the opportunity to meet buyers, enter packaging discussions, secure itinerary inclusion and build relationships that can lead to sustained business beyond the event.

“Kenya is showing positive year-to-date growth, and that creates a real opportunity for our tourism businesses,” said Evelyn Mahlaba, Regional General Manager: Africa at South African Tourism.  “South African tourism products continue to earn recognition among the best on the continent, and MKTE gives us the opportunity to connect those world-class experiences directly with the buyers and distribution partners shaping travel decisions across East Africa. Our goal is to convert interest in South Africa into stronger distribution, more bookable tourism products and sustainable business opportunities for tourism businesses across our country.”

“For a smaller tourism business, access to the right buyer can open up an entirely new market,” added Mahlaba. “Our role is to help ensure promising South African tourism products have a fair opportunity to access regional buyers, secure itinerary inclusion and grow beyond their traditional markets.”

Creating networking opportunities beyond the exhibition floor

South African Tourism is supplementing MKTE’s official appointment and matchmaking programme with additional networking opportunities. On 7 October, South African Tourism will host a networking dinner for 100 travel-trade, MICE and corporate travel stakeholders, providing a platform for relationship building, deeper engagement and additional business discussions beyond the exhibition floor.

The programme will continue after MKTE. On 9 October, participating South African Product Owners will undertake focused trade engagements with leading travel agents in Nairobi, extending product discussions beyond the three exhibition days.

Measuring outcomes, not only participation

South African Tourism will track unique buyer engagements, meetings held, qualified opportunities, agreed follow-up actions and post-show progress to better understand the commercial value generated through the platform.

The aim is to understand whether buyer engagement develops into stronger distribution, itinerary inclusion, sustained market access and, where measurable, confirmed business for participating tourism enterprises.

Africa remains central to tourism growth

Africa remains central to South Africa’s tourism growth strategy. Participation at platforms such as MKTE enables South African Tourism to work closer to market, broaden industry participation and strengthen the trade relationships needed to convert demand into travel.

Mahlaba added, “Africa already accounts for the majority of South Africa’s international tourist arrivals, but there is still significant room to grow travel between African markets. Improving access, strengthening trade partnerships and making more South African tourism products easy to package and book are central to unlocking that opportunity.”

Trade buyers and tourism industry partners attending MKTE can meet the South African delegation at the South African Tourism marketplace, stand D11, from 6-8 October 2026 at Uhuru Gardens, Nairobi.