Africa’s Travel Indaba highlights hidden gems across the continent

With a high repeat rate of visitors and strong demand for travellers combining a trip to South Africa with another nearby destination, Darryl Erasmus, COO of South African Tourism, shared that a key goal for Africa’s Travel Indaba is to continually showcase new products and hidden gems.

“We need to keep bringing new players into our market because we’ve got a buyer here from the U.S. or Canada who doesn’t want to keep putting the same product into their itineraries over and over again, and they need to keep their particular offering new and current,” he said on location for the leisure travel and tourism trade show for the continent in Durban, South Africa. “We’ve seen a huge spike, or a very huge interest, in the North American market for authenticity. For me, personally, it was COVID-19, that’s a personal opinion, but I think COVID-19 changed the way in which people travel and what they want to get out of travel. I think that authenticity and that immersive experience that travellers are looking for is driving more community based tourism.”

Cultural Zulu dancers performed for several events at Africa’s Travel Indaba 2025

Although South African Tourism presents the trade show, Erasmus shared that Africa’s Travel Indaba is very much a pan-African event with a lot of emphasis put on the tourism offerings from other nations across Africa. This year’s theme is “Unlimited Africa.”

“There was a very strategic decision that was made to position it as a pan-African show and to really make sure that we showcased on the trade show floor, even though the owners are South African Tourism, what Africa has to offer. This year we have just over 1,300 exhibitors coming from 27 different African countries, which is huge,” he said.

… South African Tourism’s Justin Barnette at the South Africa Awaits — Come Find Your Joy! activation showcasing the new global campaign at Indaba

South African Tourism also gave attendees of Africa’s Travel Indaba a taste of its new global brand campaign, “South Africa Awaits — Come Find Your Joy!” with an immersive display between the two main buildings where visitors could pose for pictures under colourful umbrellas and customize their own ice cream concoctions.

“What I love about it is joy is so universal, but in addition to that, joy is also personal,” Erasmus said. “Why that’s important is the diversity that you find in destination South Africa, and the tapestry of cultures, music, food and wildlife and landscapes, and people — we have 11 official languages — you will be able to find your source of joy… That’s what we’re encouraging people to do, to come and experience that joy here and allow yourself to escape.”

Denzel Swarts of Zoetendal Vineyards/founder of Son of the Soil Leadership Foundation; chef Johannes Richter from The LivingRoom at Summerhill Estate, and chef Wandile Mabaso at a Gastronomy Panel Discussion during ATI

Notably, travel to South Africa from Canada saw a 5.5 per cent year-over-year growth rate in 2024 compared to 2023. That momentum has carried into 2025, with North American arrivals up 4.1 per cent year-over-year in the first quarter.

During ATI, PressToday also caught up with Doreen Katusiime, permanent secretary at the Ministry of Tourism Wildlife and Antiquities in Uganda, who noted that the destination also saw a significant increase in demand from the Canadian market in 2024.

Doreen Katusiime, permanent secretary at the Ministry of Tourism Wildlife and Antiquities in Uganda

“Last year we saw something that was very surprising — tourism from Canada grew from 3,000 to 9,000 in one year,” Katusiime told PressToday. “Canada is growing so we really want to focus on Canada.”

From cultural experiences to wildlife encounters, Katusiime highlighted that “Uganda is still pristine,” pointing out that Uganda is not known for mass tourism so travellers don’t have to worry about encountering 100 other vehicles while on safari.

“Uganda is a small nation, but it’s quite diverse,” she added.

Michael Nell, managing director for Red Carnation Hotels in South Africa, and Guy Young, CEO, TTC Africa Division at The Oyster Box

Attendance wise, Indaba features both both hosted and non-hosted buyers with the intention of growing travel offerings for South Africa and Africa.

“We are constantly working to ensure that we deliver the best and most innovative experiences for our clients when they travel to Africa. To do that, it is important that we connect, share ideas, and stay up-to-date with the latest development from our existing, and potential new partners,” shared Guy Young, CEO, TTC Africa Division. “There is no better venue to do this than Indaba. It is our most important show of the year.”

Goway Travel’s Bronwyn Hodge, Moira Smith and Craig Canvin at Indaba

Goway Travel’s Bronwyn Hodge said the tour operator has participated in every Indaba for nearly 30 years. This marks her first time in attendance since taking on the role of VP Africa and Middle East.

“I was here to connect with our valued partners, strengthen our long-standing relationships, and explore ways to further enhance Goway’s products and services across Africa,” Hodge noted. “Our goal is to ensure we continue offering travel agents the best in expertise, innovation, and value for their clients. I left the show feeling inspired by all the exciting opportunities ahead!”

… Local designers were featured during the Fashion and Wine Showcase at ATI