By BAKANG MOKOTO

23April 2025- The Minister of Tourism, Patricia de Lille said the 2025 edition of Africa’s Travel Indaba is one of the most powerful platforms for collaboration, innovation, and transformation for tourism during the official Media Launch of the 2025 Africa’s Travel Indaba held at the Moses Mabhida Stadium in Durban today. De Lille said KwaZulu-Natal is not just a province, but a mirror of the continent’s warmth, resilience and potential.

She further said South African Tourism officially launched its latest global brand campaign, ‘South Africa Awaits — Come Find Your Joy!’— a celebration of the country’s boundless energy, rich culture, and extraordinary experiences. De Lille added that this dynamic campaign invites travellers to rediscover their sense of wonder, embracing the joy that travel to South Africa can unlock.

“In this spirit, we cannot wait to welcome various delegates from across Africa and around the globe to the eThekwini Metro in the province of KwaZulu-Natal for this year’s Africa’s Travel Indaba trade show.

“The theme for Africa’s Travel Indaba “Unlimited Africa,” is not just a slogan – it is the essence of this all-important gathering because Africa’s Travel Indaba is not just a trade show. It is a celebration of who we are,” she said.

De Lille said a declaration of what they believe. She said it is a declaration that they want to think and act without limits.

“It is a bold manifestation of the African tourism sector that we, together, are further developing and fulfilling our true potential. To speak of “Unlimited Africa” is to believe in an Africa unbound by stereotype, unhindered by the past, and unleashed in its full potential.

“It means imagining a continent where tourism is not just about visitors but about value. Not just about destinations, but about dignity. Not just about business, but about belonging,” said De Lille.

She said it means seeing themselves not through the lens of others, but through their own proud, radiant perspective – and reflecting that to the world.

Africa’s Travel Indaba: Economic Impact

De Lille said Africa’s Travel Indaba is more than an event. She said it is their collective voice and stories echoing across the globe.

“From its origins over four decades ago as a local platform, Indaba has grown into the most vibrant travel marketplace on the African continent. In 2024 alone, over 9000 delegates walked the halls of the Indaba. Over 1200 exhibitors shared their dreams and 24 000 business meetings turned ideas into action.

“R226 million in direct economic activity was generated right here in Durban, with another R333 million rippling across KwaZulu-Natal. Behind these numbers are real lives, more than 1000 jobs created, opportunities unlocked for youth, for students, and for entrepreneurs from all walks of life,” said De Lille.

She said through funding from the Department of Tourism, 120 SMMEs were empowered to showcase their offerings and access the global stage through our Market Access Support Programme. De Lille said this is what inclusive growth looks like.

“This is a transformation in motion. This is what it means to leave no one behind. As we go into Africa’s Travel Indaba 2025, we currently have participation from 26 African countries including South Africa.

“We have also seen consistent interest in the number of tourism products from across the continent. With over 1200 exhibitors currently confirmed, this includes 297 tourism products, demonstrating confidence in the event as a marketplace for African experiences,” she said.

De Lille said this also reflects their success in positioning Indaba as a truly pan-African event. She said notably, their floor space is completely sold out, signalling increased demand and enthusiasm from exhibitors.

“A total of 908 buyers have been vetted and approved, with 7 430 meetings already confirmed on the Indaba online diary platform. Interest is surging from major markets including the United States, China, the United Kingdom, and India.

“In fact, a total of 55 countries are represented in our buyer profile. As we go to Africa’s Travel Indaba, there is much about South Africa to be celebrated and highlighted as is the case for the rest of the African continent. For example, today we are here at Moses Mabhida stadium recognising the value sport plays not only in our economy but the tourism sector too,” said de Lille.

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