South Africa will participate in the 2025 edition of ITB Berlin from March 4-6 this year. Various travel trade partners will showcase the country’s world-class experiences. Minister of Tourism Patricia de Lille will lead Team South Africa. The delegation will comprise nearly 50 exhibitors and 15 small, medium and micro enterprises (SMMEs) and include various tourism stakeholders such as destination management companies, hotels and airlines.

On the opening day of ITB Berlin 2025, South African Tourism will host a networking event at the South African Pavilion. Exhibitors will engage with global tourism partners and showcase South Africa’s gastronomy and wines.

This year’s ITB theme is “The Power of Transition Lives Here”. Delegates will have an opportunity to reflect on the current state of the travel industry and its challenges and opportunities.

South Africa’s presence at ITB Berlin is part of the tourism sector’s ongoing efforts to market and promote the country as an appealing tourist destination. The show provides an excellent opportunity for the industry to meet with global business partners and conclude mutually beneficial deals that will ultimately contribute to the country’s economy. A survey conducted by South African Tourism following ITB Berlin 2024 revealed that exhibitors held an average of 23 meetings at the show.

The attendance of SMMEs fosters inclusive economic growth and contributes to job creation within the tourism sector.

The South African Pavillion is in Hall 20, Stand 201 at ITB Berlin 2025.