In this South African Tourism Brand Update, Abby Jacobs, Marketing and Promotions Manager for the North Europe market, reflects on key insights from this year’s Vakantiebeurs in the Netherlands – and three small, medium and micro enterprises (SMMEs) share their remarkable experiences.

We also explore South Africa’s business events landscape in 2025, highlighting major MICE events taking place this year and key global trends shaping the industry.

ITB Berlin remains a cornerstone of the global tourism trade. This year, the South African Pavilion will include nearly 50 exhibitors and 15 SMMEs. Read about their plans to showcase the country’s world-class experiences and attract tourists to South Africa.

With Muslim traveller arrivals projected to reach 230 million globally by 2028, South Africa has a significant opportunity to enhance its appeal. Read about the gaps in halaal-friendly services and strategies to position the country as a more welcoming destination for Muslim travellers.

Vakantiebeurs: Inspiring Dutch travellers to explore South Africa

“Vakantiebeurs provided an excellent platform to showcase South Africa’s diverse offerings to a captive market. January is a peak booking period for Dutch travellers so the expo was a vital opportunity to inspire and engage the market,” said Jacobs.

The Dutch market has a strong connection to South Africa with around 50% of arrivals repeat visitors seeking new adventures, off-the-beaten-path experiences and responsible tourism options. “That’s why we’re intentional about showcasing South Africa’s iconic attractions and its hidden gems – lesser-known offerings that allow for immersive, authentic experiences where visitors can truly connect with how locals live. Through this, we invite Dutch travellers to ‘Live South Africa’ in the truest sense,” said Jacobs.

The timing of Vakantiebeurs coincided with exceptional flight specials to South Africa for the European summer season – a peak travel period for the Dutch market. “It was exciting to see people visiting our stand, having already booked their flights, and seeking advice on planning their trip. This speaks to the maturity of the Dutch market and its familiarity with South Africa. There was notable interest in the Northern Cape – a region less frequented by first-time travellers – also reflecting the market’s maturity and desire for new adventures. Most South African exhibitors left with many leads and confident of converting these into bookings,” said Jacobs.

Shoes Mathebula, Managing Director of Khalanga Safaris, said: “Attending Vakantiebeurs was an incredible and eye-opening experience. Dutch travellers are open, adventurous and well-prepared. I never anticipated that consumers would be so proactive and responsive and that they would be so knowledgeable about South Africa.

“I was amazed at the level of interest in my product. Not only did I gather excellent leads but some people even emailed me before I could follow up. Learning to speak and engage with consumers about their needs was an incredible challenge – entirely different to working with operators.

“They’re not just looking to visit iconic spots like Kruger National Park or Cape Town. They want to explore everything in between. I was inspired by their curiosity and enthusiasm for discovering South Africa.

“The support from South African Tourism was exceptional, ensuring we had everything we needed to make our time at the show a success. There was also a fantastic sense of camaraderie among the South African exhibitors. We helped one another navigate the event and shared advice, creating a sense of community.

“This experience has given me immense hope for the future of my business. The exposure was invaluable and I’m optimistic that the interest in Kalanga Safaris will translate into bookings. Establishing a footprint in the Dutch market ensures our name will be remembered and opens doors for future growth.”

Siya Kheswa, Owner of Thokoza Adventure Tours, said: “Vakantiebeurs was my first international trade show and an unforgettable experience. Looking back, I’m proud to say we achieved everything we set out to do.

“The show attracted a large audience of enthusiastic Dutch consumers and a ready market for Destination South Africa. Used to dealing with operators, I had the opportunity to engage directly with consumers so it was fantastic. Families, couples and solo adventurers were all eager to visit South Africa. Many visited my stand seeking two- and three-week holidays in South Africa. By the end of the show, I had 35 strong leads. Since my return, I’ve been busy crafting itineraries for these travellers who are mostly planning to visit South Africa in July, December or early 2026.

“An outstanding moment was South African Tourism’s networking event where I connected with key industry players, including a tour operator from India. That connection has already turned into a promising collaboration.

“Vakantiebeurs reminded me how important it is to showcase South Africa confidently. Visitors to my stand were knowledgeable and could choose any destination so I had to inspire them to choose South Africa.

“All credit to the South African Tourism team for their incredible support – from the beautifully designed stands to ensuring we had everything we needed. It was an amazing opportunity to share the magic of South Africa with the world!”

Hester Steynberg, Owner and Manager of Ganora Guest Farm, said: “Attending Vakantiebeurs this year was an enriching experience. Having been at the trade show in 2012, I was eager to return, especially after the challenges brought on by COVID-19. Our off-the-beaten-track guest farm has seen fewer tour buses since the pandemic. I was particularly excited to meet tour operators and engage with Dutch consumers – many showed interest in farm-stay experiences. I received my first inquiry on the first day back home and I am following up on several promising leads.

“Dutch consumers have a growing appetite for authentic rural experiences and Vakantiebeurs provided the perfect platform to showcase our farm and its offerings. I highlighted not just our guest farm but the broader Eastern Cape region.

“I found many unaware of the province’s remarkable national parks like Addo Elephant and Mountain Zebra and many other private game reserves where they can see the ‘big five’ without travelling to the Kruger National Park.

“The South African Tourism stand was exceptional and I appreciated how well everything was organised. Sharing the space with exhibitors from the Garden Route and Northern Cape allowed me to suggest routes that highlight the best of each region – from Cape Town to the Eastern Cape and beyond.

“The face-to-face interactions were the highlight for me. Meeting travellers in person builds trust and increases the likelihood of bookings. My sincere thanks to South African Tourism for outstanding support, which allowed us to focus on promoting South Africa and showcasing the unique beauty of the Eastern Cape.”