South Africa participated at ITB Berlin 2026 from 3 to 5 March to build on record 10.5m international arrivals in 2025.
The delegation, led by Deputy Minister Maggie Sotyu, included South African Tourism representatives and 49 exhibitors showcasing diverse tourism products.
Twenty-two SMMEs received support through the Department of Tourism’s Tourism Incentive Programme while engagements focused on deepening trade partnerships and market access in Europe.
Tourist arrivals from Germany increased by 14pc to 290,795 in 2025 compared with 254,992 in 2024.
The presence reinforced South Africa’s brand under the “South Africa Awaits; Come Find Your Joy” campaign and highlighted readiness to host major global events.
Maggie Sotyu Deputy Minister of Tourism shared “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.”
