Africa’s Travel Indaba, one of the continent’s premier tourism showcases, opened today at the Inkosi Albert Luthuli International Convention Centre, drawing hundreds of tourism operators, international buyers, and government leaders.
This year’s event highlights a R6.5 million investment aimed at improving air access to boost travel to South Africa. However, industry leaders are urging that the benefits extend beyond traditional hotspots like Kruger National Park and Cape Town, advocating for broader inclusion of rural and township tourism destinations.
South African Tourism’s Chief Marketing Officer, Thembisile Sehloho, emphasized the push for geographical diversity, stating, “We have to advertise the whole country—provinces like the Northern Cape and Free State have hidden gems.” The theme “Unlimited Africa” underscores pan-African collaboration, with smaller nations like Benin also participating.
The event unfolds amid recent comments by former U.S. President Donald Trump, who said white South Africans face genocide. Sehloho downplayed concerns, stressing that South Africa remains focused on promoting its “positive story of Ubuntu and endless possibilities for travelers.”
As the Indaba continues, stakeholders aim to reshape Africa’s tourism narrative—one of unity and economic growth across the continent.
