Photo source : x.com/PresidencyZA
Durban, South Africa , 13 May 2025 –
South African Deputy President Paul Mashatile officially opened the Africa’s Travel Indaba 2025 trade floor at the Durban International Convention Centre (ICC) today, heralding the event as a celebration of African unity and economic potential.
In his keynote address, Mashatile underscored the continent’s shared values, stating, “Our unity is cemented by our humanity. As Africans, we strive to live by the principles of Ubuntu.” He further declared, “Let us celebrate the bonds that unite Africa. Africa is ready for business,” before officially opening the prestigious tourism showcase.
A Continent of Opportunity
Africa’s Travel Indaba, the continent’s premier tourism trade exhibition, highlights the region’s natural beauty, cultural diversity, and warm hospitality, making it an ideal destination for global travelers. This year, Durban serves as the host city, symbolizing momentum for Africa’s tourism sector.
The three-day event is preceded by the Business Opportunity Networking Day (BONDay), designed to foster thought leadership, knowledge exchange, and insights into global tourism trends. Developed in collaboration with international tourism bodies and industry experts, BONDay sets the stage for meaningful partnerships.
The trade show provides a vital platform for African exhibitors to engage with international and local buyers, marketing agencies, and leisure tourism partners. As the continent’s most influential tourism marketplace, it connects stakeholders with global buyers, showcasing Africa’s vast potential.
Picture source : x.com/Tourism_gov_za
Tourism as an Economic Driver
Minister of Tourism Patricia de Lille, in her opening remarks, emphasized tourism’s critical role in Africa’s economy. “Tourism remains a powerful economic driver in South Africa and across the continent,” she said.
Citing recent data, De Lille revealed that South Africa welcomed 8.9 million tourists in 2024, contributing R91.6 billion in direct spending and supporting 1.6 million jobs. The first quarter of 2025 saw further growth, with 2.6 million arrivals—a 5.7% increase compared to the same period in 2024. Notably, 75% of South Africa’s international visitors come from elsewhere in Africa.
Globally, Africa’s tourism sector is rebounding strongly, with a 96% recovery in 2024 compared to pre-pandemic levels, according to UN Tourism. “Our continent is among the world’s fastest-growing regional tourism destinations,” De Lille noted.
Expanding Horizons
This year’s Indaba boasts over 1,300 exhibitors, delegates from 27 African nations, and more than 1,200 vetted international buyers from 55 markets. New participants from Chad, St. Helena, and Burkina Faso underscore the event’s expanding reach as a truly pan-African platform.
Looking ahead, the Department of Tourism is finalizing a five-year Tourism Growth Partnership Plan, aiming to:
- Increase employment from 1.84 million (2024) to 2.5 million jobs;
- Boost domestic tourism spending by 25%;
- Raise tourism’s GDP contribution from 8.8% to 10%;
- Attract an additional one million international air arrivals annually.
“The tourism economy of tomorrow is African—diverse, youthful, digital, and green,” De Lille asserted. “But we must accelerate growth through immediate, collective action.”
A New Brand Campaign: “South Africa Awaits”
South African Tourism also unveiled its new global campaign, “South Africa Awaits – Come Find Your Joy,” inviting travelers to experience the country’s culture, people, and landscapes. “Joy is Africa’s gift to the world, and tourism is its vessel,” De Lille remarked.
Reflections on Africa Month
Deputy President Mashatile, speaking during Africa Month—commemorating the founding of the Organisation of African Unity (OAU)—called for deeper continental integration. “We must forge unity, solidarity, and cooperation until we achieve a prosperous, peaceful Africa,” he urged.
Reflecting on history, Mashatile honored African liberation leaders such as Jomo Kenyatta, Julius Nyerere, and Thomas Sankara, whose legacies shaped the continent’s freedom. “Thanks to their sacrifices, travelers now explore Africa’s wonders—from Table Mountain to Victoria Falls, from Serengeti’s plains to Morocco’s cultural riches.”
Mashatile recalled Nelson Mandela’s 1995 address at the Indaba (then the International Tourism Workshop), where he pledged South Africa’s commitment to continental tourism growth. “Three decades later, we reaffirm that promise,” Mashatile declared. “Together, we will unlock Africa’s boundless opportunities.” Africa’s Travel Indaba 2025 runs until 15 May 2025 and is uniting the global tourism community in Durban under the shared vision of a thriving, interconnected African tourism sector.
SOUTH AFRICAN DEPUTY PRESIDENT PAUL MASHATILE SPEECH :
Fill speech at : https://www.tourism.gov.za/AboutNDT/Branches1/International/News/
” May is Africa Month. It is a month to commemorate the founding of the Organisation of African Unity (OAU) in 1963, now the African Union (AU). In this month we are reminded to forge unity, strengthen the bonds of solidarity, and cooperation among the African states. This is a call we must never forsake until we witness a more integrated, prosperous, and peaceful Africa.
Thirty years ago, President Mandela spoke at this very event, which was then named the Indaba International Tourism Workshop. On that day, he reaffirmed our country’s commitment to work with the rest of Africa to boost South Africa’s and the continent’s tourism industry. He underlined that while we work to improve our tourism industry, we can benefit from the continent’s wealth of experience in various aspects.
African wisdom and our knowledge systems have flowed like a river and passed through the ages by the ancestors of this great land, who, against the tides of hardship, stood resolute to protect our beloved Africa, our cherished home. These are leaders refused to be defined by their circumstances and instead stood as a beacon of light, illuminating Africa’s path.
In particular, I speak of those valiant spirits, both men and women, among them Jomo Kenyatta, who united in a fervent spirit of defiance, like the Mau-Mau in Kenya, who rose to claim the freedom of their beautiful homeland, which encompasses the Savannah, Lakelands, the dramatic Great Rift Valley, and mountain highlands.
I am referring to leaders like Mwalimu Julius Nyerere, Tanzania’s first president, known for his role in achieving independence for Tanganyika and his efforts to create a unified and egalitarian society. His actions reflected his love and optimism for his country’s beauty. Who can today refuse to visit a nation with such amazing wildlife and natural scenery, such as Mount Kilimanjaro, Serengeti National Park, and the Ngorongoro Crater?
We will always be grateful to Thomas Sankara, Nnamdi Azikiwe, Milton Obote, Patrice Lumumba, Kenneth Kaunda, Samora Machel, and other leaders who contributed to the transformation of our wonderful continent. Due to their contributions in achieving political independence, Africa is now welcoming many tourists to explore its beauty, marvels, hospitality, and culture. Many travellers are drawn to uncover the roots that shaped these remarkable men and women of our continent, and for this, we should be proud!
Furthermore, tourists from all over the world can now freely experience a diverse range of attractions, from iconic landmarks like the Table Mountain and Victoria Falls, our vibrant African cities and wildlife reserves, not forgetting Uganda’s diverse national parks and Morocco’s rich culture landscapes.
When you explore Africa’s vast regions and different civilizations, you will surely be met by a rich history, customs, and natural beauties that demonstrate the interconnection of this great continent. From the ancient civilizations that thrived along the Nile River to the vivid cultures that cover the streets of busy cities today, Africa is a land full of stories that are just waiting to be told.
Africa’s attractions and influx of tourists also means that our continent is an important part of the world’s economy, politics, growth, and humanity. Despite being separated by man-made borders, the humanity of the African people permeates the veins of all African countries. ”
