The indaba brings together thousands of delegates, buyers, and exhibitors from across the continent. The Free State is among the provinces showcasing its tourism potential at the event in Durban till Thursday (14/5).

Tourism stakeholders highlighted the sector’s growing contribution to employment, regional development and economic resilience as international travel demand continues to rebound.

The country’s tourism recovery has reached 95.2 percent of pre-pandemic levels, marking the strongest first-quarter performance since 2019 according to Statistics South Africa’s first-quarter tourism figures for 2026.

“We take pride in the partnerships that have carried us through some of the most challenging years the global tourism industry has faced,” said President Cyril Ramaphosa.

“Tourism is more than a sector of the economy. It is a living expression of who we are as a people. We must now promote unique cultural, historical, and natural attractions that reflect the country’s identity.”

The president also pointed to recent tourism infrastructure developments, including the upgraded Cape Agulhas Lighthouse precinct and the Kgodumodumo Dinosaur Interpretation Centre in the Free State’s Golden Gate Highlands National Park.

The tourism sector accounts for nearly a million direct jobs in this country, according to StatsSA. This means around one in 18 workers is directly employed in tourism.

Africa’s Travel Indaba has become one of the most powerful platforms for tourism growth on the continent. Last year, about 10,000 delegates gathered in Durban and more than 1,300 exhibitors showcased the best of African tourism.

“The Free State is represented by vibrant tourism products that comprise travel services, hospitality, adventure experiences, cultural and heritage tourism, wildlife safaris, and scenic open spaces,” said Free State Gambling, Liquor and Tourism Authority acting chief executive officer Obakeng Seseane.

“We are excited to showcase the Free State at the indaba, where we can share our diverse tourism offering with buyers from across the continent and beyond. The Free State is a place to go to, and not a place to go through.”

Tourism remains one of the few sectors capable of creating economic activity across multiple layers of society at the same time, far beyond airports, hotels, and conference venues, said ANEW Hotels & Resorts talent and commercial director Alan Campbell.

“South Africa’s tourism recovery is about more than visitor numbers; the real opportunity lies in how growth translates into broader economic participation and inclusive development.”

OFM News/Zenande Mpame sm

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