Collaboration, Community, and Credibility on Show at Indaba 2025

Africa's Travel Indaba 2025 has drawn to a close and what an unforgettable three days it was. From 13 to 15 May, the SATSA - Africa's Eden Southern Africa Inbound Tourism Pavilion in Durban was alive with connection, collaboration, and celebration. We're proud to have once again led the charge as the voice of inbound tourism in Southern Africa. 

SATSA COO Hannelie du Toit shares,

“This year, we were joined by a passionate collective of over 40 stand sharers, each showcasing the remarkable depth and diversity of our region’s tourism offering. From the moment the doors opened (with a little help from our talented barista), the Pavilion buzzed with energy — a welcoming hub where members, buyers, and stakeholders came together to spark new opportunities and reconnect with familiar faces.

From SATSA’s side, we’re proud to say we elevated our game. Our Pavilion was bigger, bolder, and better, delivering on our promise to create a meaningful platform for quality tourism products from across Southern Africa. Thanks to our valued partnership with Africa’s Eden, we were able to showcase a diverse range of offerings that truly represented the best of the region. The energy on the stand was vibrant — it felt like the tourism sector was back in full force, united and optimistic about the future.”

#DoingItForTourism, indeed.

From high-level engagements with public sector leaders to informal conversations with global buyers, every interaction reflected the deep sense of community that defines SATSA and reaffirms our commitment to collaboration, inclusivity, and a sustainable tourism future for the region.

This year’s Indaba was nothing short of a triumph. It took a monumental effort from South African Tourism to deliver an event of this scale amidst circumstances that were unprecedented in previous years. That it ran as smoothly and successfully as it did is a testament to the dedication and professionalism of the SAT team and ATI Advisory Committee. We are deeply grateful to everyone who made it happen.

A standout moment was the official launch of the Adventure Tourism Self-Regulation toolkits, five category-specific Codes of Good Practice and Self-Assessment Tool. Proudly driven by industry, this initiative sets a new benchmark for safety and quality in the adventure tourism space — strengthening global trust and unlocking greater market access for operators across Southern Africa. You can access the Press Release here.

Kicking off the week in style, the Babanango Game Reserve Wine Hour — or perhaps more accurately, Wine Hours — set the tone for what was to come. As the proud sponsors of the evening, Babanango created a relaxed and inviting space where industry friends, old and new, could unwind, connect, and celebrate. It was a fitting tribute to the spirit of the Pavilion: professional, welcoming, and full of heart — and the perfect way to toast to the power of partnership in tourism.

The Pavilion continued to be a vibrant hub of celebration and connection in the days that followed. From SATIB’s 35th anniversary and the colourful Jozi My Jozi showcase to the beachside buzz of the Sigma International Beach Event, the energy was palpable — a true reflection of an industry united. We were also incredibly fortunate to receive a visit to the pavilion by Gift of the Givers' Dr Imtiaz Sooliman, who also joined the Sigma International Beach event where he shared a powerful message with members of the Incubator Programme about Paying It Forward.

Another standout initiative was the SATSA Tourism Business Incubator World Record Campaign, under the banner of #DoingItForTourism - which aims to bead the largest South African flag in history. This bold, inclusive campaign is designed to shine a global spotlight on the region’s tourism offering — and the extraordinary people behind it. Every donation supports SMMEs through the SATSA Tourism Business Incubator, contributing to a more resilient and inclusive tourism economy.

Find out how you can “Bead with Us” and get involved via the Doing It For Tourism website - www.doingitfortourism.co.za 

Throughout the week, we kept our digital community engaged with real-time social media updates, offering an inside look at the Pavilion’s energy, activations, and engagements. The feedback has been overwhelmingly positive, with many remarking on how the space felt “welcoming, well-organised, and full of purpose.”

Indaba 2025 was one of our busiest and most productive to date.

"We received a record number of membership enquiries — a clear signal that the Pavilion is delivering value and visibility for members. Feedback from stand sharers was equally affirming, with many praising the layout, the quality of meetings, and the positive energy throughout. Several have already asked to be placed on the waiting list for next year’s Pavilion — a sure sign that we’ve set a new benchmark," says Shanaaz Taliep, SATSA's Membership Manager. 

As we reflect on Indaba 2025, we do so with full hearts and immense gratitude. To our stand sharers — thank you for your professionalism, passion, and commitment. To our partners and stakeholders — thank you for your unwavering support. And to every visitor — whether you stopped by for a business meeting, a glass of wine, or simply a warm hello — thank you for helping us turn the Pavilion into a true home for inbound tourism.

Until we meet again in 2026, we’ll continue doing what we do best: advocating, connecting, and leading with integrity.

#VoiceOfInboundTourism #DoingItForTourism2025