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Africa Takes Center Stage at ITB Berlin 2025 with Record Representation Africa Takes Center Stage at ITB Berlin 2025 with Record Representation

The much-anticipated return of the world’s leading travel trade show, ITB Berlin, is just hours away, running from 4–6 March 2025. This year’s event, under the theme "The Power of Transition Lives Here," promises to spotlight transformation in global tourism. With exhibitors from 165 countries, ITB Berlin remains a pivotal platform for the travel industry. Africa, with an impressive presence of over 30 destinations, is set to showcase its diverse and dynamic tourism offerings to the world.

Africa’s Growing Presence at ITB Berlin

This year, the Africa Hall will be a hub of activity, buzzing with conversations on the continent’s tourism growth and development. Africa’s participation underscores its growing prominence in global tourism, with countries from across the continent seizing the opportunity to connect with international buyers, investors, and media.

South Africa leads the Southern African Development Community (SADC) contingent, joined by Namibia, Botswana, Zambia, Zimbabwe, and Malawi, all showcasing their unique offerings in Hall 6.2. The Indian Ocean powerhouses of Mauritius, Seychelles, Reunion Island, Comoros, and Madagascar will also be present, promoting their idyllic islands as premium destinations for leisure and adventure seekers.

West Africa is stepping up its participation, with nations like Ghana, Gambia, Sierra Leone, and Cabo Verde eager to attract attention to a region brimming with untapped potential. Meanwhile, North African giants like Egypt, Tunisia, Algeria, and Morocco will showcase their rich cultural heritage and historical attractions.

Confirmed African participants include Angola, Benin, Ghana, Seychelles, Mauritius, South Africa, Namibia, Tunisia, Botswana, Lesotho, Tanzania, Kenya, Uganda, Cabo Verde, the Gambia, Zambia, Zimbabwe, Algeria, Egypt, Morocco, Swaziland, Sudan, Somalia, Sierra Leone, Rwanda, Sao Tome & Principe, Reunion, Madagascar, Mozambique, Mauritania, Malawi, Guinea, Gabon, Eritrea, Ethiopia, Comoros, and Congo. This diverse representation highlights the continent’s determination to position itself as a top global tourism destination.

EAC Debuts at ITB Berlin

For the first time, the East African Community (EAC) will participate as a unified entity, showcasing the region under the brand "Visit East Africa: Feel the Vibe." The EAC stand will highlight the region’s extraordinary natural beauty, cultural diversity, and unique attractions. Hon. Veronica Nduva, EAC Secretary General, emphasized the bloc’s intent to attract international tourists and investors. “This is part of the EAC’s efforts to position the region as a leading global tourism destination,” she stated. The unified presence underscores the growing collaboration among member states in promoting East Africa as a single tourism destination.

South Africa to Highlight Tourism Offerings

South Africa will take the spotlight on 5 March 2025, when Minister Patricia de Lille and her team host a media conference to showcase the country’s diverse tourism experiences. From breathtaking safaris to vibrant cities, luxury travel, culinary delights, and adventure tourism, South Africa will present a comprehensive glimpse into its offerings. Furthermore, 15 Small, Medium, and Micro Enterprises (SMMEs) will engage with global media and trade professionals, providing a platform to connect smaller operators with international markets—a move that underscores the government’s commitment to inclusive tourism growth.

Namibia’s New Visa on Arrival Policy

Namibia will use ITB Berlin to unveil its new Visa on Arrival policy, set to take effect on 1 April 2025. This new policy is designed to simplify travel logistics for international visitors, making it easier for tourists to experience Namibia’s unique attractions, from the towering sand dunes of Sossusvlei to the wildlife-rich Etosha National Park. The policy marks a significant step forward in enhancing Namibia’s accessibility and competitiveness as a destination.

Networking and Innovations

ITB Berlin 2025 will provide ample opportunities for networking and collaboration. On Show Solutions, a leading name in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and tourism space, will host daily networking sessions at their stand from 5:00 pm, fostering connections among industry professionals. With over 5,000 trade visitors and 70 international buyers expected, African tourism stakeholders have a golden opportunity to forge new partnerships and tap into global markets.

Opportunities for African Travel Professionals

For African travel agents and tour operators, ITB Berlin 2025 is not just a platform to showcase their offerings but also a chance to connect with global buyers, expand their networks, and explore innovative trends in tourism. The strong African presence at the event reflects the continent’s ambition to position itself as a must-visit destination for travelers worldwide.

With initiatives such as the EAC’s unified branding and Namibia’s new visa policy, African travel professionals can craft tailored packages that cater to the evolving needs of international tourists. From East Africa’s wildlife safaris to the Indian Ocean’s pristine beaches and West Africa’s cultural richness, the continent offers a wealth of attractions waiting to be explored.

The Power of Transition

As ITB Berlin 2025 prepares to open its doors, Africa’s participation stands as a testament to the continent’s resilience and innovation in the tourism sector. With a strong focus on collaboration, sustainability, and transformation, the event promises to spotlight Africa’s unique offerings and pave the way for a brighter future in global tourism.