South African Tourism has brought its Annual India Roadshow series to a successful close in New Delhi, capping a multi-city engagement drive that underscored India’s growing importance as a high-value outbound market for the Rainbow Nation.
The roadshows, staged across Bengaluru, Ahmedabad, Kolkata and culminating in Delhi, connected more than 40 South African exhibitors with hundreds of Indian travel trade professionals, reinforcing strategic partnerships and unlocking new growth avenues across leisure, corporate and MICE segments.
Organised by South African Tourism, the official tourism promotion body of South Africa, the initiative was led by Mitalee Karmarkar, Marketing and Communications Manager (MEISEA). The multi-city programme was designed to deepen relationships with India’s travel ecosystem, understand shifting traveller behaviours and position South Africa as a dynamic, experience-rich long-haul destination.
Delhi: A Strategic Growth Engine
The final leg in Delhi drew over 255 travel trade professionals, reaffirming the capital’s role as one of India’s most influential outbound markets. As a key source for luxury leisure, wildlife and bespoke travel, Delhi continues to drive demand for elevated, curated itineraries that blend iconic attractions with immersive, off-the-beaten-path experiences.
According to Karmarkar, India remains a priority growth market for South African Tourism, propelled by strong interest in family travel, experiential holidays and premium offerings. Indian travellers, she noted, are planning more intentionally — increasingly leveraging AI-powered tools to research and customise itineraries, travelling more selectively and demonstrating a willingness to explore destinations beyond traditional hotspots.
This evolution signals a more confident and curious traveller profile, creating opportunities to spotlight lesser-known regions and diverse experiences across South Africa’s varied landscapes.
Strong Momentum Across Key Cities
The momentum observed in Delhi was mirrored across the other host cities:
- Bengaluru welcomed over 235 travel professionals, reflecting robust demand from a digitally savvy audience seeking premium leisure, wildlife and adventure-led escapes. The city’s tech-driven demographic is increasingly inclined towards experiential travel with distinctive, high-end components.
- Ahmedabad recorded participation from more than 250 trade representatives. Travellers from the city are displaying growing confidence in long-haul journeys, favouring experience-led itineraries that weave together culture, nature and business-leisure combinations.
- Kolkata saw engagement from over 220 travel experts, reinforcing its position as a mature outbound market. The eastern metropolis continues to show strong affinity for culturally immersive travel and wildlife-focused exploration.
Across all four markets, curated journeys combining culture, cuisine, wildlife safaris and luxury hospitality emerged as strong themes — alongside a rising interest in bleisure travel and bespoke group experiences.
A Forward-Looking Vision
South African Tourism reaffirmed its ambition to restore Indian arrival numbers to pre-pandemic levels by 2026, signalling sustained long-term investment in the market. Continued collaboration with Indian travel trade partners, targeted consumer outreach and innovative marketing campaigns will underpin this growth strategy.
Looking ahead, the country’s hosting of the 2027 ODI World Cup presents a significant opportunity to amplify destination visibility among Indian travellers — particularly given cricket’s immense popularity in India. The global sporting event is expected to serve as a catalyst for increased visitation, showcasing South Africa’s world-class infrastructure, natural beauty and cultural vibrancy to a global audience.
As Karmarkar emphasised, Delhi, Kolkata, Ahmedabad and Bengaluru remain cornerstone source markets, characterised by well-informed, digitally adept travellers eager to combine wildlife, culture, luxury and immersive local experiences. By strengthening trade engagement in these cities, South African Tourism aims to solidify its positioning as a preferred long-haul destination for Indian travellers seeking meaningful and memorable journeys.
With its India Roadshow series successfully concluded, South Africa’s tourism board appears poised to build on renewed momentum — inviting a new generation of Indian explorers to discover the diversity, dynamism and allure of the Rainbow Nation.
