Beyond the safari: De Lille urges focus on South Africa's hidden gems
Tourism Minister Patricia de Lille called for a shift away from traditional safari-focused marketing, encouraging promotion of South Africa's diverse and lesser-known attractions.
She highlighted the need to showcase township experiences, cultural heritage, and coastal offerings to attract a wider range of international tourists.
De Lille said sustainable tourism growth requires inclusivity and broader representation of what the country has to offer.
Africa's Travel Indaba 2025 officially opened its doors at the Durban International Convention Centre this week, bringing together tourism ministers, buyers, sellers, media, and enthusiasts from across the continent and beyond in a bold bid to reposition Africa, with South Africa positioning itself as a premier global travel destination.
The annual trade show, running from 13 May to 16 May, was opened by Deputy President Paul Mashatile, who stressed the importance of boosting tourism to drive sustainable development and job creation across the continent.
'We are here to show the world the best of Africa,' Mashatile declared. 'Through partnerships and innovation, we can unlock the tourism potential of our beautiful countries, support small businesses and communities while building a stronger Africa.
At the heart of the event was Tourism Minister Patricia de Lille, who expressed enthusiasm about the scale and impact of this year's event.
'We are very positive. We're looking for a breakthrough where we can grow tourism in our country and across the continent exponentially,' De Lille said.
We've got the rivers, the mountains, the seas, and so much more; we just need to be more aggressive in our marketing.
Patricia de Lille
The 2025 indaba features more than 1 300 exhibitors and 1 200 buyers from 55 countries, including major tourism markets like China, India, the UK, and the US.
De Lille pointed to the department of tourism's market access programme, which supports 120 small and medium tourism enterprises by connecting them with international buyers and providing essential follow-up support.
'This event is not just about showcasing products, it's about real business growth,' she added.
Moving beyond safaris: Hidden gems take the spotlight
De Lille emphasised that domestic tourism remains the bedrock of the country's industry and urged continued promotion of lesser-known destinations.
'We must show off the hidden gems in provinces like the Free State, Mpumalanga, and Limpopo,' she said.
South Africans are realising that our country offers so much more than iconic spots like Table Mountain or the Kruger Park.
Patricia De Lille
The global tourism market remains competitive, with Morocco, Egypt, Kenya, and Tanzania leading the continent. South Africa currently ranks fourth, but De Lille is not content with that.
'We've seen only 5% growth in 2023 and 5.1% this year; that's not good enough. We need to do things differently,' she said.
A new global campaign titled Africa Awaits, South Africa Awaits – Come and Find Your Joy has been launched to reinvigorate the sector.
Improved visa processing is also a key priority. De Lille noted the imminent rollout of an Electronic Travel Authorisation (ETA) system, which will streamline visa applications and significantly reduce processing times.
'This will be a game-changer,' she affirmed.
Perception vs reality: Addressing safety concerns
De Lille acknowledged that South Africa faces challenges around perception, particularly concerning safety and political stability.
'We must convert potential visitors who hesitate due to concerns about crime or safety,' De Lille said.
'The South African Police Service is working closely with the tourism sector, including deploying tourism safety monitors at key locations.'
She referenced a recent global perception survey in which South Africa ranked seventh, noting that while positive, it's no reason to rest.
'Perception becomes reality. We need to break down negative narratives daily,' she added, pointing out that repeat visitors, particularly from Europe, are among the country's strongest advocates.
A pan-African marketplace: Unity through tourism
Thembisile Sehloho, the chief marketing officer at SA Tourism, described the indaba as 'a shopping mall for travel experiences.'
'Tour operators come here to build unique packages from across the continent,' she said. 'This show demonstrates that Africa is not just competing internally, we're creating together.'
Sehloho celebrated the record number of African countries represented this year, including exciting new entrants like Saint Helena.
'We've seen a 10% growth in African countries participating. That's a powerful sign of unity and ambition.'
She stressed the shift toward immersive travel experiences, noting that global tourists now seek culture, adventure, and authenticity.
We are rewriting Africa's story through tourism. From township tours to astral tourism in the Northern Cape, we're highlighting experiences that go beyond the typical safari.
Thembisile Sehloho
Finding joy in South Africa
At the core of this year's campaign is one word: Joy.
'We want travellers to find joy, real, childlike joy, in our landscapes, people, food, and culture,' Sehloho said.
'South Africa offers five-star experiences and warm, welcoming people. It's time the world discovered that for themselves.'
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