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Patricia de Lille Showcases South Africa’s Tourism Strength at ITB Berlin 2025
South Africa’s Minister of Tourism, Patricia de Lille, delivered a compelling speech at ITB Berlin 2025, highlighting the country’s diverse and thriving tourism sector. As the world’s largest travel trade show, the event provided an ideal platform to showcase South Africa’s natural beauty, cultural richness, and world-class experiences.
De Lille emphasized South Africa’s broad tourism appeal, from championship golf courses and luxury wellness retreats to award-winning gastronomy and adventure tourism.
“Our country is a place of incredible beauty, rich cultural heritage, and world-class experiences. From breathtaking night skies and astro-tourism in the Northern Cape to the Big Seven wildlife encounters in the Eastern Cape, South Africa has something for everyone,” she said.
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She also highlighted wine tourism in the Western Cape, cultural experiences in Soweto, and thrilling adventures in Mpumalanga, reaffirming the country’s status as a top global destination.
A key focus of her address was the vital role of Small and Medium Enterprises (SMMEs) in shaping South Africa’s tourism landscape.
“Tourism is one of South Africa’s most dynamic industries, contributing 8.8% to GDP and supporting 1.68 million jobs in 2024 alone. At the heart of this growth are SMMEs, whose creativity and entrepreneurship help position South Africa as a leading tourism destination,” she stated.
Fifteen standout SMMEs participated at ITB Berlin through the Department of Tourism’s Market Access Support Programme, aimed at boosting their visibility on international platforms. The Tourism Incentive Programme (TIP) has also allocated R172.1 million in 2024/25 to help businesses remain competitive in the global market.
Looking ahead, South Africa will play a historic role as the first African nation to host the G20 Summit in 2025. More than 130 meetings will take place, including a G20 Tourism Working Group meeting in Durban and a G20 Tourism Minister’s Meeting in Mpumalanga.
“This is a proud moment for South Africa. Under the theme ‘Solidarity, Equality, and Sustainability,’ we aim to advance tourism’s role in socio-economic development and job creation,” De Lille announced.
To further boost tourism, the minister introduced the Trusted Tour Operator Scheme (TTOS), a new visa initiative simplifying the process for tourists from India and China. The first group of Chinese travellers under this scheme arrived in February.
South Africa has also improved air connectivity, now boasting 103 international routes to 64 cities worldwide, leading to a 9.4% increase in available airline seats for 2025.
In 2024, South Africa welcomed 8.9 million international visitors, marking a 5.1% rise from the previous year, reinforcing the tourism sector’s significant economic contribution.During the event, De Lille was honoured with the Tourism Minister of the Year award for Governance – Infrastructure Development from the Pacific Area Travel Writers Association.
Sharing her gratitude on Instagram, she wrote:
“Deeply honoured to have received a ‘Tourism Minister of the Year’ award for governance – Infrastructure Development from the Pacific Area Travel Writers Association at #ITBBerlin2025 #WeDoTourism.”
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De Lille extended an open invitation to investors and tourism stakeholders to collaborate in fostering sustainable tourism, expanding accessibility, and supporting community-driven initiatives.
She also invited attendees to Africa’s Travel Indaba in Durban, KwaZulu-Natal, from May 12-15, 2025.
“South Africa is more than a destination—it’s an experience that transforms. We welcome travellers, investors, and partners to join us in shaping the future of global tourism,” she concluded.
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