South African Tourism (SAT) is aiming for a 16% increase in tourism arrivals from India in 2025, leveraging its annual India Roadshow to drive growth in high-potential segments such as adventure, luxury, family and MICE.

Taking place this week in Delhi, Chennai and Mumbai, the roadshow features over 40 South African exhibitors including nine small, medium and micro enterprises. According to SAT, more than 15% of exhibitors will showcase new products and offerings, highlighting lesser-known attractions across South Africa.

A growing global source market

India is an increasingly important global source market. Research by McKinsey & Company projects that the number of Indian outbound travellers will grow to 80 million by 2040, driven by the country’s young population and expanding middle class with rising disposable income.

India is a key source market for South Africa. However, the global pandemic and visa issues stunted growth. Prior to the pandemic, over 95 000 Indian tourists visited South Africa annually compared to just over 75 000 in 2024. But the market actually hit its peak in 2013, recording approximately 112 000 visitors before the birth certificate regulations introduced by the South African Department of Home Affairs caused a significant decline.

However, with the recent roll-out of the Electronic Travel Authorisation system and the Trusted Tour Operator Scheme, South Africa is set to regain lost ground.

Gcobani Mancotywa, Regional General Manager for Asia, Australasia and the Middle East at SAT, said: “Our 2024 roadshow led to over 12 000 trade meetings generating more than 160 000 immediate leads – a testament to the strong demand for South Africa. In 2024, India recorded 75 541 tourist arrivals to South Africa, marking a 79% recovery from pre-COVID levels. With strong momentum, we are setting our sights on a 16% increase in arrivals in 2025.”

Looking ahead

With improvements in the visa system, SAT says the last remaining barrier for growth from this market is air access as there are currently no direct flights between the two countries. Mancotywa said discussions to establish direct flights between India and South Africa are ongoing.

Last year, South African Tourism Minister Patricia de Lille said South African Airways is considering reinstating its South Africa-India route. She also met with key Indian airlines during her visit at the end of 2024.

The impact of direct connectivity and improved visa regimes for this market are illustrated in McKinsey’s research, which showed travel between India and Vietnam reached an all-time high after direct flights were introduced. Similarly, travel between India and Azerbaijan increased five-fold between 2017 and 2019 after an improved visa process was implemented.

“India’s traveller demographic has evolved significantly with an increase in visitors aged over 40 in 2024 and a rise in family travel to South Africa,” Mancotywa said.

Nearly half of all arrivals are business travellers with 20.2% of Indian visitors to the country travelling for MICE purposes and a further 29.4% travelling for business.

SAT said the G20 Presidency is an opportunity to strengthen global tourism alliances, promote sustainable travel and expand cross-border opportunities.

South Africa is also a co-host of the 2027 Cricket World Cup along with Namibia and Zimbabwe. India is among the countries with the most fans travelling for World Cup events as it is a passionate cricketing nation. Australia launched a new campaign called “Howzat for a holiday?” to capitalise on this passion, encouraging Indian travellers to see Australia ahead of the India-Australia test series.