South African Tourism targets 16% growth in Indian visitors this year, ET TravelWorld

South African Tourism has set its sights on achieving a 16 per cent increase in tourist arrivals from India in 2025, building on the strong recovery and growth witnessed in 2024. As part of its strategic efforts to deepen engagement with the Indian market, the Rainbow Nation is hosting its annual India roadshow from March 18 to 20, 2025, across three key cities – Delhi, Chennai, and Mumbai.

The 21st edition of the roadshow will bring together over 40 exhibitors from South Africa, including nine small, medium, and micro enterprises (SMMEs). Notably, more than 15 per cent of exhibitors will showcase new products and offerings, highlighting fresh dimensions of South Africa’s tourism appeal.

In 2024, South Africa welcomed 75,541 Indian tourists, marking 79 per cent recovery from pre-pandemic levels. Speaking about the roadshow, Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East at South African Tourism, said, “Our 2024 roadshow generated over 160,000 immediate leads and facilitated 12,000 trade meetings, showcasing the strong demand for South Africa as a preferred destination. With this momentum, we are confident of achieving a 16 per cent increase in Indian arrivals in 2025.”

To further boost tourism from India, South African Tourism has introduced several initiatives to streamline travel processes. The recently launched Electronic Travel Authorisation (ETA) system and the Trusted Tour Operator Scheme (TTOS) portal are set to simplify visa applications for Indian travellers. Additionally, discussions are underway to establish direct flight routes between India and South Africa, which would significantly enhance connectivity and reduce travel time.

“India is not just a vital source market for us but also a key partner in long-term bilateral travel and trade collaborations,” Mancotywa added. “These initiatives reflect our commitment to making South Africa more accessible and appealing to Indian travellers.”

Focus on Key Consumer Segments
South African Tourism is targeting diverse consumer segments in India, including adventure seekers, luxury travellers, family vacationers, and MICE (Meetings, Incentives, Conferences, and Exhibitions) groups. In 2024, there was a notable increase in Indian visitors aged over 40, as well as a rise in family travel to South Africa.

The MICE segment remains a key priority, contributing significantly to Indian arrivals. In 2024, MICE and business travellers accounted for nearly 49.6 per cent of Indian tourists, with MICE alone attracting 20.2 per cent of visitors. “The MICE segment is a cornerstone of our strategy, and we are working closely with Indian trade partners to curate exceptional experiences for this audience,” Mancotywa noted.

As South Africa assumes the G20 Presidency in 2025, the nation is keen to strengthen global tourism alliances and promote sustainable travel. Innovative campaigns such as the ‘More & More’ brand initiative are being leveraged to deepen South Africa’s presence in the Indian market.

“With growing accessibility, increased trade engagement, and a focus on sustainability, we are confident that South Africa will continue to be a top choice for Indian travellers,” Mancotywa concluded.