Patricia de Lille highlights South Africa's vibrant tourism offerings at ITB Berlin 2025

South Africa's Minister of Tourism, Patricia de Lille, recently delivered an inspiring address at the prestigious ITB Berlin 2025, that placed a spotlight on the nation's rich tourism offerings.  

The event, which is the largest global travel trade show, served as an ideal platform for de Lille to underscore the multifaceted beauty and experience that South Africa has in store for global travellers.

“Our country is a place of incredible beauty, rich cultural heritage and world-class experiences. From championship golf courses to breathtaking night skies, wellness retreats and award-winning gastronomy, South Africa has something for every traveller," she said. 

She elaborated on the various experiences available, including astro-tourism in the Northern Cape, the Big Seven wildlife encounter in the Eastern Cape, luxurious wine tourism in the Western Cape and cultural experiences in Soweto, alongside adventure tourism in Mpumalanga.

De Lille also highlighted the crucial role of Small and Medium Enterprises (SMMEs) in the country’s thriving tourism sector.

She emphasised that SMMEs are key drivers of innovation, employment and economic growth, contributing significantly to the nation’s tourism industry.

“Tourism is one of South Africa’s most dynamic industries, contributing 8.8% to the country’s GDP and supporting 1.68 million jobs in 2024 alone. At the heart of this growth are SMMEs, whose creativity and entrepreneurship help shape South Africa as a top global destination.”

Fifteen standout SMMEs were highlighted as participants at ITB Berlin, selected through the Department of Tourism’s Market Access Support Programme which aims to boost their visibility on international platforms.

These entrepreneurial ventures span various sectors from adventure to eco and cultural tourism, with the department also managing the Tourism Incentive Programme (TIP) that has allocated R172.1 million in the 2024/25 financial year to assist businesses in becoming competitive in a global market.

In 2025, South Africa will take centre stage as the host of the G20 Summit, holding over 130 meetings, including a specific Tourism G20 Working Group meeting in Durban and a G20 Tourism Minister's Meeting in Mpumalanga.

“This is a proud and historic moment as South Africa becomes the first African nation to host the G20. Under the theme ‘Solidarity, Equality, and Sustainability,’ we aim to advance tourism’s role in socio-economic development and job creation,” the minister said. 

The minister also announced a new Trusted Tour Operator Scheme (TTOS) visa initiative aimed at simplifying visa applications for tourists from India and China.

The first group of Chinese travellers under this scheme arrived in South Africa in February, amplifying the nation's accessibility.

In addition, air connectivity has improved with 103 active international routes to 64 cities globally, resulting in a 9.4% increase in available seats for 2025.

In 2024, South Africa welcomed 8.9 million international visitors, reflecting a 5.1% increase from the previous year, solidifying the tourism sector as a major contributor to the country's economic framework.

De Lille extended an invitation to investors and tourism stakeholders to collaborate in growing sustainable tourism, expanding travel accessibility and supporting community-driven tourism initiatives.

She also invited them to come to Africa’s Travel Indaba in Durban, Kwa Zulu-Natal, from May 12-15.

“South Africa is more than a destination, it’s an experience that transforms. We welcome travellers, investors and partners to join us in shaping the future of global tourism,” she ended.

Later, the Minister was awarded the Tourism Minister of the Year award for governance - Infrastructure Development from the Pacific Area Travel Writers Association. 

She wrote on Instagram: "Deeply honoured to have received a “Tourism Minister of the Year” award for governance - Infrastructure Development from the Pacific Area Travel Writers Association at #ITBBerlin2025#WeDoTourism."