South African Tourism is returning to World Travel Market (WTM) London from 4–6 November 2025 to showcase the country’s diverse attractions and strong recovery, as international visitor arrivals to South Africa surged by 15.8% in the first eight months of the year.
The national tourism body, alongside the South African National Convention Bureau (SANCB), will lead a delegation of 20 tourism businesses to promote South Africa as a top destination for both leisure and business travel.
The participation comes amid sustained global demand for South Africa’s tourism offerings. From January to August 2025, the country welcomed 6.79 million international visitors, up from 5.86 million during the same period in 2024. Arrivals from the United Kingdom—one of South Africa’s largest source markets—rose 12.3% to 251,431, underscoring the destination’s growing appeal among international travellers.
South Africa Strengthens Global Presence at WTM London
The Team South Africa delegation at WTM London will highlight the country’s tourism diversity and economic resilience through a mix of exhibitors representing six of its nine provinces. Participants include inbound travel operators, destination management companies, airlines, provincial tourism authorities, accommodation providers, and car rental partners. The national stand, located at Stand S16-200, will form part of South Africa’s broader effort to expand its global reach and boost visitor numbers across multiple markets.
“WTM London is one of the most important leisure trade platforms globally. It allows us to connect with international partners, showcase South Africa’s incredible experiences, and inspire travellers to discover the country,” said Darryl Erasmus, Acting CEO at South African Tourism. “These engagements also highlight our commitment to supporting smaller tourism enterprises who may not be able to access these platforms on their own.”
Erasmus added that South African Tourism’s participation at the London event plays a key role in strengthening business pipelines, elevating the country’s brand, and fostering collaboration across the global tourism sector. “Beyond this, WTM continues to deliver great value by strengthening our business pipeline, elevating South Africa’s brand on the global stage, and fostering deeper collaboration across the tourism ecosystem to drive sustainable growth for the country’s visitor economy,” he said.
The event will also serve as a platform to amplify the agency’s ongoing international marketing campaign, “South Africa Awaits: Come Find Your Joy.” The initiative positions the destination as a welcoming, vibrant, and diverse place to explore, while inviting travellers to engage with its culture, landscapes, and communities.
According to South African Tourism, global trade shows like WTM London are critical for maintaining visibility and competitiveness in an increasingly crowded travel marketplace. The SANCB, a division of South African Tourism, continues to play a central role in attracting major conferences, exhibitions, and business events that contribute to job creation and economic growth.
“Through our partnerships with the private sector, South African Tourism is committed to ensuring that the country remains top of mind for leisure travellers and business event organisers alike. Our growth numbers clearly demonstrate the positive impact of this our individual and collaborative efforts,” said Erasmus.
As international travel demand continues to recover, South Africa aims to reinforce its position as one of the most diverse and accessible destinations in Africa. WTM London 2025 offers a global stage for the country to promote its strengths—from world-class safaris and cultural heritage to meetings and incentive travel opportunities—under the unified message that South Africa is “open for business, ready for growth, and capable of delivering unforgettable experiences.”
South African Tourism and its partners will exhibit at WTM London 2025 from 4–6 November at Stand S16-200, inviting trade and industry representatives to explore new collaborations and discover what makes South Africa a world-class destination for leisure and business travel.
