South Africa used ITB Berlin 2026 as an opportunity to build on recent tourism growth and deepen trade engagement in key international markets.
Industry stakeholders say South Africa focused on converting growing global interest in the country into economic impact through strengthened partnerships and expanded market access.
The delegation was led by Maggie Sotyu, Deputy Minister of Tourism, alongside Shamilla Chettiar, SA Tourism Acting CEO, and Corné Koch, SA Tourism Chief Convention Bureau Officer.
Commenting from Berlin, Sotyu said: “ITB Berlin is a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensures South Africa remains competitive, visible and confidently positioned in the global marketplace as a value-for-money destination of choice.”
A total of 49 exhibitors (airlines, tourism authorities, destination management companies and accommodation providers) were represented on the South Africa stand.
SMME participation
The Department of Tourism’s Tourism Incentive Programme enabled 22 small, medium and micro enterprises (SMMEs) to attend the show. Another two Limpopo-based SMMEs were supported by the Limpopo Tourism Agency.
