Mitalee Karmarkar, Marketing and Communications Manager: MEISEA, South African Tourism
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How have Indian tourists’ travel preferences evolved recently, particularly regarding South Africa? What unique experiences and tailored offerings does South African Tourism curate to attract more Indian travellers?
Indian travellers have evolved significantly over the past five years, shifting from traditional vacations to seeking immersive and experiential travel. Today, Indian tourists prioritize unique adventures such as shark cage diving, bungee jumping, enotourism, and cultural explorations over conventional sightseeing.
Reflecting on this demand, especially by Gen Z and millennial travellers, we at South African Tourism are curating itineraries that cater to these by promoting relatively unexplored destinations through our More & More campaign. Featuring popular influencers who embarked on a long journey discovering hidden gems and lesser-known provinces, the campaign showcases unique activities. Today, we have more than 3000 adventure activities to offer for travellers visiting South Africa.
To further strengthen ties with travel trade partners to attract Indian travellers, South African Tourism hosted its three-city annual roadshow 2025 across Delhi, Chennai, and Mumbai. The event featured over 41 exhibitors, including 09 SMMEs showcasing diverse offerings like luxury stays, curated activities, and family-friendly packages. Such initiatives reaffirm South Africa’s commitment to providing tailored experiences that resonate with Indian preferences for both leisure and adventure.
How significant is the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment in bringing Indian business travellers to South Africa? What initiatives or incentives is South Africa implementing to attract large-scale corporate events and conferences from India?
MICE tourism is a key driver of business travel from India to South Africa, and we at South African Tourism place immense value on this segment. Business and MICE travellers together account for nearly 49.6% of total Indian arrivals, with MICE alone contributing 20.2% and business travel making up 29.4%. India has long been one of our strongest markets for incentive travel, and we continue to see a growing interest from Indian corporates looking for destinations that offer a perfect blend of business efficiency and leisure appeal.
South Africa stands out as a world-class yet value-driven MICE destination, with the infrastructure to host everything from large-scale global summits to exclusive leadership retreats. Our successful hosting of the G20 Summit is proof of our capability to deliver seamless, high-impact business events.
Today, the ties between India and South Africa go beyond just business; they are built on shared history and mutual growth. At South African Tourism, we are actively working to strengthen our MICE proposition for Indian corporates. Our Corporate Think Tank initiative has been instrumental in understanding and simplifying corporate travel needs, helping businesses craft seamless and rewarding incentive programmes in South Africa.
To ensure Indian trade partners have direct access to South African MICE offerings, we host annual roadshows in India, providing a platform for travel agents and corporate planners to engage with key suppliers and curate tailored itineraries. These interactions also encourage extended ‘bleisure’ stays, ensuring business travellers can combine their work trips with immersive leisure experiences. We also invite trade and media delegates to South Africa through our Indaba FAM Tours, giving them firsthand exposure to our MICE-ready infrastructure, breathtaking locations, and exceptional hospitality. These experiences help position South Africa as a top-tier destination for conferences, incentive trips, and corporate events.
Looking ahead to 2025, we are focused on further elevating South Africa’s appeal for Indian MICE travellers. Whether they are adventure seekers, luxury travellers, family vacationers, or business groups, our goal remains the same—to deliver experiences that are as rewarding as they are unforgettable.
Bollywood and cricket hold immense influence in India. How is South Africa leveraging these connections to boost tourism?
Nowadays, the growing appeal of sports tourism among Indians is undeniable, with a significant number of visitors travelling for major international events like the T20 World Cup and the Olympics. According to Booking.com, 73% of Indian travellers plan to travel for international sporting events in 2024, highlighting the potential for sports tourism to drive visitor numbers. With the World Cup set to take place in South Africa, we are strategically leveraging the popularity of sports and film tourism to attract more Indian visitors.
In the realm of cricket, South Africa’s scenic landscapes and world-class stadiums make it an attractive destination for cricket enthusiasts. With our strategic location and infrastructure support for hosting international cricket events, this provides a valuable opportunity to engage with Indian fans.
To reinforce South Africa’s appeal as a cricketing hub, we are partnering with a reality show featuring veteran cricketers visiting iconic destinations like Kruger National Park. This initiative not only highlights South Africa’s rich tourism offerings but also integrates sustainability themes while generating engaging digital content through reels and posts on platforms like Instagram.
For film tourism, Bollywood holds a deep emotional connection with South Africa and Indian audiences. The Rainbow Nation has long been a sought-after location for numerous feature films and reality shows. Through such integrations, we not only showcase the country’s beauty but also encourage Indian travellers to visit these picturesque locations in person. By tapping into India’s passion for cricket and cinema, South Africa aims to position itself as a top-choice destination, offering Indian visitors unique, immersive experiences beyond traditional tourism.
The introduction of TTOS (Travel Trade Outreach Strategy) aims to streamline travel for Indian visitors. Can you elaborate on how it benefits Indian travellers and the industry? What other government initiatives are being rolled out to simplify visa processes and enhance connectivity between India and South Africa?
With the launch of the Trusted Tour Operator Scheme (TTOS), South Africa has significantly streamlined its visa process for Indian and Chinese tourists. Spearheaded by the Department of Home Affairs, this initiative ensures that visas are now processed within just three working days with a substantial reduction in the number of required documents. Currently, we have a total of 65 tour operators enrolled under this scheme, out of which 14 are from India, all of whom have undergone a rigorous vetting process by the Home Affairs office.
Apart from expediting visa approvals, TTOS simplifies group visa applications by offering a dedicated team of adjudicators for faster and more efficient processing. TTOS is designed to address long-standing challenges in visa delays while boosting tourism from these key markets. Since its implementation, we have observed a notable increase in visa applications submitted through participating travel agents. In the meantime, we are also in the process of encouraging more tour operators from India to be a part of Phase II of this initiative, which will further enhance accessibility and promote the country as a top destination for Indian and Chinese travellers. For direct connectivity, this has been a challenge for us however, we are working towards this.
What were the key highlights and takeaways from the latest South Africa Tourism roadshow in India?
Our 21st Annual India Roadshow, held across Mumbai, Delhi, and Chennai, provided key insights into India’s evolving travel demand. Recognizing shifting preferences, South African Tourism is strategically engaging with trade partners to showcase diverse offerings and enhance the destination’s appeal. With 41 exhibitors and over 1,300 Indian tour operators in attendance, the roadshow saw strong industry participation.
Addressing visa challenges, we reinforced our efforts to streamline travel through the Trusted Tour Operator Scheme (TTOS), enabling visa approvals within three working days. Encouragingly, many travellers received their visas within just a day of submission.
We remain committed to strengthening trade relationships, driving consumer awareness, and implementing innovative marketing strategies across MICE, family, adventure, and luxury travel. Strong cultural ties through Bollywood and cricket further reinforce South Africa’s position as a preferred destination for Indian travellers.
How has South Africa’s tourism performance in 2024 compared to previous years, particularly in terms of Indian visitor arrivals?
In 2024, South Africa welcomed over 75,000 Indian travellers, sustaining the positive momentum seen in recent years. We believe that we will either meet or exceed pre-COVID visitor numbers of 99,000 visitors from India. We are also looking at attracting 14.9 million international tourists annually by 2030, with India playing a key role in achieving this target.
What are the key strategies South African Tourism is implementing to strengthen its presence in the Indian market? Are there any new marketing campaigns, trade partnerships, or collaborations planned for 2025?
Our two primary focus areas for the year ahead will be to drive MICE and leisure travel to South Africa. We will be expanding South Africa’s presence in tier-II and tier-III cities. To achieve this, we will be hosting 40 Indian trade and media delegates to Africa’s Travel Indaba, one of the continent’s largest tourism trade shows. Furthermore, we plan to host Learn SA workshops in smaller Indian cities. Additionally, we are actively engaging with partners to strengthen film and sports tourism, recognising the immense influence of Bollywood and cricket on Indian travellers.
Furthermore, we aim to drive visitation through our deal-driven campaigns, offering competitive flight and stay packages that enhance South Africa’s accessibility. With these strategic efforts, we are committed to positioning South Africa as a top long-haul destination for Indian travellers, catering to their growing appetite for unique and enriching experiences.
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