Central SA
Free State showcases 24 exhibitors at Africa Travel Indaba in Durban─── ZENANDE MPAME 11:20 Tue, 13 May 2025
The Free State aims to promote its unique tourism offerings and foster collaborations with global as well as domestic markets at the Africa Travel Indaba in Durban.
The 2025 Africa Travel Indaba officially opened on Tuesday (13/5) at the Inkosi Albert Luthuli International Convention Centre in Durban. The event aims to positively impact the continent’s tourism sector.
The 24 Free State tourism exhibitors will be showcasing their products, ranging from travel services, adventure, wine tourism, and tourism structures. “This is a business opportunity for those identified exhibitors to engage in strategic conversations,” MEC of the Economic Development and Tourism, Ketso Makume, says.
“This is an opportunity to forge collaborative partnerships with fellow exhibitors and buyers from around the globe to increase the market share of the province so that the province grows the economy and contributes to a reduction in the high unemployment in the province.”
During the launch of the Africa Travel Indaba, Minister for Tourism Patricia de Lille indicated that this year’s trade show will host 1,200 exhibitors from across 26 African countries, with over 297 unique offerings.
The minister also touched on the fact that the trade show will host 908 vetted international buyers representing 55 markets across the globe.
“The Indaba offers a strategic platform for the Free State to promote its tourism products, forge global partnerships, and attract investment,” said Free State Gambling, Liquor and Tourism Authority marketing manager, Dr Mpho Ramoliki.
“The Free State’s goals at the indaba include attracting international buyers from Africa, Europe, and Asia to include the province in their tour packages, while also strengthening media presence and forming long-term global tourism partnerships.”
“The province is also targeting the film, group travel, and eco-adventure sectors.”
This year’s campaign is centred on a theme: “Free State is not a place to go through, but a place to go to.” The aim is to shift perceptions of the province from a stopover destination to one that offers unique and authentic experiences,” said Ramoliki.
Last year, the province had 692 engagements with local and international buyers, from 1,628 vetted buyers hosted by the Department of Tourism. This represented 57% of the total number of hosted buyers that interacted with various markets across the globe.
