Africa’s premier tourism trade show, Africa’s Travel Indaba, has officially opened in Durban, KwaZulu-Natal, uniting global delegates under a shared mission to drive sustainable tourism growth across the continent.
Hosted at the Inkosi Albert Luthuli International Convention Centre, this year’s event celebrates Africa’s cultural richness, diversity and tourism potential through the theme of “Unlimited Africa”. The trade show comes as South Africa reports a 5.7 per cent increase in international arrivals for the first quarter of 2025 — a clear signal of renewed global interest in authentic, experience-rich travel.
South African Tourism CEO Nombulelo Guliwe described Africa’s Travel Indaba as the “true hub and engine” of the continent’s tourism progress, setting the tone for collaboration, learning and co-creation.
BONDay sparks strategic conversations
The event kicked off with BONDay (Business Opportunity Networking Day), where thought leaders, tourism stakeholders and media gathered for a packed program of keynote sessions and discussions. The day featured three key tracks — Discovery, Connection and Growth — and was hosted by dynamic personalities including Gerry Rantseli Elsdon and Nongcebo McKenzie.
From spoken word performances to data-driven insights, BONDay encouraged attendees to shift from transactional tourism to deeper, impact-focused engagement.
Top themes shaping Africa’s tourism future
Key themes emerging from the event include:
- Owning the narrative: Speakers urged African nations to authentically tell their stories, highlighting people, local food and culture as the continent’s X-factor.
- Leveraging innovation: Industry experts discussed the importance of digital tools, TikTok and AI, especially for SMMEs and growing travel niches like wellness tourism.
- Building sustainable value: Discussions stressed the importance of collaboration across borders, inclusive marketing strategies and enhancing customer experience across all regions, not just the well-known hotspots.
Durban welcomes the world
The city of Durban has once again proved a fitting host, offering a dynamic mix of urban vibrancy and cultural depth. Government representatives including KwaZulu-Natal’s MEC for Economic Development and the Mayor of eThekwini welcomed delegates and carried out a walk-through of the venue and exhibition installations.
At least 40 tourism ambassadors are on site assisting attendees throughout the multi-day event.
A catalyst for African tourism growth
With a global increase in appetite for immersive travel, Africa’s Travel Indaba 2025 is not just a marketplace — it is a launchpad for the future of African tourism. Exhibitors, buyers, and media are expected to connect across a range of showcases, discussions and networking events over the coming days.
This year’s event also aligns with South Africa’s current global brand campaign, ‘South Africa Awaits — Come Find Your Joy’, which aims to re-inspire travellers and highlight the country’s diverse offerings.
