Seeking to expand the number of Indian travellers visiting South Africa, the country’s tourism board is putting focus on developing the market in Tier II and Tier III cities across India and accordingly, South African Tourism will take 40 Indian travel trade partners, almost entirely from cities beyond the metros, to attend the upcoming inbound travel show, Africa's Travel Indaba 2024.

South African Tourism has announced that for the upcoming ‘Africa’s Travel Indaba 2024’, it is hosting over 40 Indian trade partners.

In a press statement, South African Tourism says that in a significant, strategic shift in its play in the Indian market, nearly 95 pc of the contingent will consist of buyers from Tier II and Tier III cities.

Travel Indaba is set to take place in Durban, the capital of the picturesque province of KwaZulu-Natal in South Africa, from May 13-16.

The board says that this move aims to spotlight the immense potential and opportunities these new source regions of India present.

“India stands as a strategic market for South African Tourism. Africa’s Travel Indaba is not just about showcasing South Africa, it’s about forging deeper connections and we see a massive opportunity in India’s Tier II and Tier III cities. These territories hold ample promise, a new generation of eager travellers seeking unique experiences,” says Neliswa Nkani, Hub Head, Middle East, India, and Southeast Asia for South African Tourism.

It adds that Africa’s Travel Indaba, a three-day trade show, is meant for providing insights into global trends in keeping with the local expertise. Preceded by a dedicated Business Opportunity Networking Day or BONDay, the event scheduled on May 13.

The statement adds that attendees of the event will be over 950 exhibitors, including opinion leaders, tourism board decision-makers and representatives from African countries like Zimbabwe, Zambia, Lesotho, and Swaziland.

Highlight of this year’s event will be the showcase of new and untapped regions within South Africa, including KwaZulu-Natal, Mpumalanga and the Free State. These regions offer unique experiences, ranging from stunning coastlines and safari parks to historical landmarks and cultural attractions, SAT says.

“In collaboration with Indian travel agents in these emerging markets, we aim to explore South Africa’s lesser-known regions and create worthwhile experiences for our Indian trade partners to promote. This strategic alliance builds upon the momentum generated by a remarkable 43 pc surge in inbound travellers from India in 2023, solidifying South Africa’s stature as one of the top three focus markets for the nation. With this targeted approach, we anticipate even more substantial growth in the years to come,” Nkani adds.

The delegation reflects South Africa’s recognition of India’s growing appetite for outbound tourism and its potential as a key source market, says the statement. Including buyers from cities such as Chandigarh, Lucknow, Jaipur, and Surat underscores South Africa’s focus on expanding its reach beyond traditional metropolitan hubs.

SAT says that India emerges as a prime driver for South African tourism’s growth, especially given that Indian travellers are the largest international adventure consumers in South Africa.

The statement adds that Africa’s Travel Indaba 2024 will take place in the picturesque province of KwaZulu–Natal, known for its warm hospitality, vibrant culture, and breath-taking landscapes. The city of Durban, with its rich history and diverse offerings, will serve as the host venue, providing delegates with a glimpse into the heart and soul of South Africa.