Africa’s Travel Indaba 2025 kicked off with palpable energy and a clear sense of purpose on its Business Opportunity Networking Day (BONDay), on 12 May, setting a visionary tone for the continent’s premier leisure tourism trade show. Hosted by South African Tourism at the Inkosi Albert Luthuli International Convention Centre in Durban, KwaZulu-Natal, BONDay convened a full house of media, industry stakeholders, and thought leaders under the theme “Unlimited Africa”, celebrating the continent’s boundless tourism potential and fostering greater collaboration across borders.

A Resounding Start at Indaba Focused On Collaboration

The day commenced with a vibrant atmosphere, expertly hosted by media personality Carol Ofori. Attendees were immediately immersed in a programme designed to foster knowledge sharing and strategic thinking ahead of the main trade show days. Dynamic hosts Gerry Rantseli Elsdon, Lynette Ntuli, and Nongcebo McKenzie led delegates through three distinct streams – Umlilo/Fire (Discovery), Amanzi/Water (Connection), and Umhlaba/Earth (Growth) – offering a rich menu of sessions tackling critical issues facing African tourism.

Nombulelo Guliwe, CEO of South African Tourism, officially welcomed delegates and positioned BONDay as the “true hub and engine of the Indaba” and underscored the power of convergence, stating that the best minds in the tourism industry had gathered not just to attend, but to create the event’s success through collaboration and shared insight.

Adding a powerful, artistic dimension, Captain Londi ‘Blaqmermaid’ Ngcobo, the first Female Dredge Master and a celebrated young leader, delivered a stirring spoken word piece. Drawing from her unique journey, she challenged the audience to move beyond transactions and connect with their customers. Her message resonated deeply, emphasising that impact, authenticity, and genuine connection are the currencies of modern tourism.

Professor Gregory Davids, Board Chairperson of South African Tourism, echoed the collaborative spirit, invoking the proverb – “If you want to go fast, go alone, if you want to go far, go together”. He framed Africa’s Travel Indaba as more than an event but rather as a catalyst for growth, urging attendees to network and forge partnerships.

Key Themes Take Centre Stage

Throughout the opening keynotes and subsequent stream sessions, several critical themes emerged as focal points for discussion and future action:

• Owning the narrative and authenticity: A dominant thread was the urgent need for Africa to define and proudly communicate its own story. Speakers like Dr. Vumi Msweli called for clarity on “who we are as a country” and how that message is conveyed globally, particularly to promote intra-African travel. Bronwen Auret, Chief Quality Assurance Officer of South African Tourism, highlighted that while Africa is blessed with natural beauty, “our X-factor is our people”, advocating for unique, localised experiences – swapping continental breakfasts for traditional ones, for instance. This sentiment was reinforced by food creator Nick Hamman, who positioned food as a powerful “conduit to culture”, turning meals into marketable stories.
• Innovation, technology, and adaptation: The imperative to embrace modern tools and approaches was clear. Thembisile Sehloho, Chief Marketing Officer of South African Tourism, noted that “people believe people” and declared “TikTok is the new Google”, urging the industry to leverage social media and explore novel avenues like Amapiano tours or film tourism partnerships. Stream sessions delved into AI’s potential, the importance of data agility, and the need for SMMEs to access workable booking and accounting systems, as highlighted by TBCSA CEO Tshifhiwa Tshivhengwa. Customisation and understanding shifting traveller demands, including the rise of wellness tourism championed by Sharni Quinn, were presented as vital for staying relevant.
• Collaboration, value, and sustainability: Building on the opening remarks, discussions stressed practical collaboration. Jacqui Mabuza from Cruises International reminded attendees that “South Africa is more than just Cape Town”, calling for attention to the entire customer journey and service quality nationwide. Darryl Erasmus, Chief Operations Officer of South African Tourism, emphasised delivering “value for money” and strategically using marketing channels and upselling to enhance product visibility and profitability. The concept of sustainable and responsible tourism was woven throughout, linking economic growth with environmental stewardship and social cohesion.

Laying The Groundwork For Growth

BONDay at Africa’s Travel Indaba 2025 successfully ignited a day of intense dialogue, shared learning, and strategic networking. It powerfully underscored Africa’s vast, untapped potential while candidly addressing the challenges and opportunities ahead. By focusing on authentic storytelling, embracing innovation, fostering collaboration, and championing sustainability, the day laid a robust foundation for the trade interactions to follow. The energy and insights generated promise to fuel meaningful connections and catalyse sustainable growth, truly beginning the work of shaping Africa’s tourism tomorrow.