The African continent’s premier travel and tourism trade show, Africa’s Travel Indaba 2025 officially opened its doors at the Inkosi Albert Luthuli International Convention Centre in Durban, KwaZulu-Natal. Running from May 13-15 under the resonant theme “Unlimited Africa”, the event was officially opened by South African Deputy President Paul Mashatile and South Africa’s Minister of Tourism, Patricia de Lille, signalling a powerful, unified drive to showcase the continent’s boundless tourism potential and declare Africa open for global business.

Durban Sets The Stage For Africa Tourism Indaba 2025

The vibrant city of Durban, renowned for its rich cultural tapestry, golden coastline, and warm hospitality, provides the perfect stage for this monumental gathering. Over 1,300 exhibitors from 27 African nations, including first-time participants from Chad, St Helena, and Burkina Faso, kicked off their engagement with more than 1,200 vetted international buyers from 55 source markets. This underscores the Indaba’s significance as a proudly Pan African platform for forging partnerships, driving investment, and shaping the future of African tourism.

The official opening address and keynote were delivered by Deputy President Paul Mashatile, who was joined by other esteemed speakers who shared insights and welcomed delegates, including South Africa’s Minister of Tourism, Patricia de Lille; Mayor of eThekwini Municipality, Councillor Cyril Xaba; KwaZulu-Natal MEC for Economic Development, Tourism and Environmental Affairs, Reverend Musa Zondi; and Premier of KwaZulu-Natal, Arthur Thamsanqa Ntuli. Their collective remarks highlighted the importance of Indaba for the African continent.

A Bold Vision For African Tourism

In his keynote address, Deputy President Mashatile articulated a bold vision for the continent’s tourism sector. “Our theme, ‘Unlimited Africa’, is not just a statement; it is a bold declaration of Africa’s promise and possibilities. It speaks of an Africa unbound by old stereotypes, an Africa driven by its own ambitions and solutions. This is an Africa where intra-continental trade, investment, and tourism are no longer mere aspirations but rather everyday realities. Tourism is a significant economic engine, a catalyst for social change, and a cornerstone of inclusive growth. Let us demonstrate to the world that Africa is ready for business. With these words, I would like to officially declare the Africa’s Travel Indaba 2025 open!”

The Deputy President highlighted that travel and tourism contributed 6.8% to Africa’s GDP in 2023, with projections indicating a rise to 10.4% by 2030. He also noted that South Africa’s G20 Presidency, with over 200 related meetings hosted, is a prime opportunity to spotlight African perspectives on global economic and development issues.

A Catalyst For Driving Tourism

Echoing the Deputy President’s optimism, South Africa’s Minister of Tourism, Patricia de Lille, emphasised the tangible strategies underpinning this vision. “Africa’s Travel Indaba is a catalyst for inclusive growth, job creation, and sustainable development, not only in South Africa but throughout Africa. Tourism remains a powerful economic driver.

She further unveiled ambitious targets for the next five years under the Department of Tourism’s Growth Partnership Plan. “We aim to grow total tourism employment from approximately 1.84 million in 2024 to 2.5 million jobs, increase domestic spend by 25%, and grow tourism’s GDP contribution from 8.8% to 10%. Crucially, we plan to welcome an extra one million international air arrivals annually. This is achievable if we work together.

We are also proud to spotlight South African Tourism’s new global brand campaign, ‘South Africa awaits – Come Find Your Joy’, a heartfelt invitation to experience our country not just through places but also through people, culture, and emotion. Joy is Africa’s gift to the world, and our tourism offerings are its vessel.”

Africa Tourism Is Open For Business

The welcoming ceremony culminated in the traditional ringing of the bell, a symbolic gesture that resonated through the halls of the Inkosi Albert Luthuli ICC, officially heralding the start of business and three days of intensive networking, deal-making, and showcasing the very best of “Unlimited Africa”.

As Africa’s Travel Indaba 2025 unfolds, it serves as a powerful reminder of the continent’s collective strength and vast, untapped potential. With a united voice, Africa is not just inviting the world to visit; it is confidently asserting its place as a leading, dynamic, and truly “unlimited” global tourism destination, ready for business and poised for unprecedented growth.