South Africa returns to WTM London as international arrivals surge

South African National Convention Bureau (SANCB) — a business unit of South African Tourism — is once again flying the South African flag at World Travel Market (WTM) in London, which is underway this week (Nov. 4 to Nov. 6). Through this global platform, South African Tourism continues to enable meaningful connections between local industry players and international buyers, creating opportunities for collaboration, building a business pipeline, and increased destination visibility.

Joining forces with 20 South African tourism businesses, the Team South Africa delegation will showcase the country’s diverse and competitive tourism offerings to the Global distribution channel, reinforcing South Africa’s position as a premier destination for both leisure and business travel.

The SA Tourism Pavillion will feature a strong mix of South African tourism businesses, including inbound travel companies, destination management companies, airlines, provincial tourism authorities, accommodation establishments, and car rental partners.

Representing six of South Africa’s nine provinces, the exhibitors highlight the country’s rich depth and diversity of product offerings spread throughout the country and the tourism value chain.

This year’s participation comes as South Africa continues to experience strong tourism growth.

Between January and August 2025, international tourist arrivals grew by 15.8% year-on-year, reaching 6.79 million visitors compared to the same period in 2024. Arrivals from the United Kingdom, one of South Africa’s most prominent source markets, also rose by 12.3%, from 223,946 visitors in 2024 to 251,431 in 2025, underscoring the country’s sustained global appeal and traveller confidence.

Speaking ahead of WTM London, Darryl Erasmus, Acting CEO at South African Tourism, said: “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. These engagements also highlight our commitment to supporting smaller tourism enterprises who may not be able to access these platforms on their own.”

And Erasmus added: “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 noted as well that: “Our global brand campaign, ‘South Africa Awaits: Come Find Your Joy,’ perfectly captures the spirit of our tourism offering, inviting travellers to experience the warmth, diversity, and vibrancy that make South Africa truly unique. Platforms like WTM London allow us to bring this message to the world and inspire meaningful connections between travellers and our tourism industry.”

The South African National Convention Bureau continues to play a pivotal role in positioning South Africa as a world-class leisure and business events destination, attracting international conferences, meetings, and exhibitions that drive economic growth and create opportunities for local businesses.

Erasmus said that: “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.”