Minister De Lille's address marked a pivotal moment in the continent’s tourism discourse, laying out a clear vision for inclusive, sustainable, and accelerated growth. With Deputy President Paul Mashatile and several African tourism ministers in attendance, the event underscored a renewed commitment to placing Africa at the forefront of global tourism development.
At the heart of her message was the idea of tourism as a powerful engine for job creation and economic transformation. “This year, Durban is the host city of Indaba and a symbol of momentum for the entire African tourism community,” De Lille stated, reflecting the strategic significance of the city in hosting one of the continent’s largest tourism trade shows.
Tourism Growth Shows Resilience and Momentum
Presenting encouraging statistics, De Lille noted that South Africa welcomed 8.9 million international tourists in 2024, whose spending injected R91.6 billion into the economy and supported around 1.6 million jobs. Early figures from 2025 show sustained momentum, with nearly 2.6 million tourists visiting in the first quarter—a 5.7% increase compared to the same period last year.
Notably, 75% of South Africa’s international arrivals came from elsewhere on the continent, highlighting intra-African travel as a critical growth area.
Complementing this national success, global trends point to Africa’s robust tourism recovery. UN Tourism reports that the continent achieved a 96% rebound in visitor numbers in 2024 compared to pre-pandemic levels, making it one of the fastest-growing tourism regions worldwide.
A Gathering of Continental Significance
Africa’s Travel Indaba 2025 has attracted over 1,300 exhibitors and international buyers from 55 markets. This year’s edition also features participation from 27 African countries, including first-time exhibitors from Chad, St Helena, and Burkina Faso—an encouraging sign of the platform’s expanding reach and relevance.
De Lille described Africa’s tourism economy as “diverse, youthful, digital, and green,” capturing the dynamic character of the continent’s travel offerings and its potential to shape global tourism narratives.
Looking to the future, De Lille outlined the Department of Tourism’s forthcoming five-year Tourism Growth Partnership Plan. This roadmap aims to create 660,000 new jobs by 2030, increase domestic tourism spend by 25%, and elevate the sector’s GDP contribution from 8.8% to 10%. A key target includes boosting international air arrivals from 2.8 million to 3.8 million annually—a 35% increase.
“This is not a difficult ask if we all work together,” she emphasized. “Anything is possible if we work hard.”
Launching a New Brand Vision
To support these ambitions, South African Tourism has unveiled a new global brand campaign: South Africa Awaits – Come Find Your Joy. De Lille framed it as a compelling invitation for the world to engage with South Africa not just as a destination, but as an emotive, cultural, and human experience.
“Joy is Africa’s gift to the world,” she said. “And our tourism offerings are its vessel.”
Looking Ahead: African Leadership in Global Tourism
Closing her keynote, De Lille struck a unifying tone, reminding delegates that the Indaba is more than a marketplace—it’s a moment of shared purpose.
“This is our time. This is our Africa,” she declared, urging the continent’s tourism leaders to shape a collective future where Africa is not merely included but leads confidently on the global stage.
As Africa’s Travel Indaba 2025 unfolds, the message is clear: African tourism is not only recovering—it is rising with renewed purpose, innovation, and ambition.