South African Tourism highlights its global strategy and the growth of the MICE sector at IBTM World Barcelona

What is your role within South African Tourism?

My name is Darryl Erasmus, and I currently serve as Acting Chief Executive Officer of South African Tourism. My permanent title is Chief Operating Officer, from where I oversee our ten international offices, located in cities such as New York, London, Lagos, Mumbai, Beijing, and Sydney, in addition to our headquarters in Johannesburg. This global presence allows us to adapt our international campaign to each market and attract travelers from destinations with the greatest potential

What are the main source markets for leisure and MICE?

We have three clear mandates: to promote South Africa as a leisure destination, to position it as a benchmark for business events, and to guarantee quality standards through our hotel rating system.
In leisure, the United States is one of our strongest markets, as well as the United Kingdom, German-speaking Europe, and other African destinations such as Ghana, Nigeria, and Kenya. We are also focusing our efforts on India and China, huge-volume markets but affected by a lack of direct air routes. We are working intensively with airlines, including South African Airways, to improve connectivity and facilitate the entry of more travelers.
In MICE, the strategy is different: we prioritize economic sectors such as business process outsourcing, medical sciences, life sciences, agriculture, and manufacturing. These sectors are aligned with the country's development goals and allow us to attract congresses with high economic impact and professional legacy. Today, we are the leading destination in Africa according to the ICCA rankings, and we want to maintain that leadership while increasing our global competitiveness.

In that regard, how important is IBTM World to your MICE strategy?

Our presence at IBTM World is key. We are led by the South African National Convention Bureau, along with convention centers, DMCs, and provincial representatives. We hold regular meetings with buyers and have a pipeline of events that extends to 2031. Between January and June of this year alone, we submitted 64 bids, with an economic potential of 1.2 trillion rand. Conferences generate employment, development, and investment opportunities, making them a central tool for boosting the economy.

How do you work with travel agents and the distribution channel?

After the pandemic, travel agents and tour operators are more eager than ever for information and firsthand experiences. That's why our international offices are working on both B2C and B2B initiatives, generating collaborative campaigns and training programs. We also organize comprehensive familiarization trips: for example, in Australia, we take between 120 and 150 salespeople to South Africa each year, divide them into different itineraries for ten days, and then consolidate what they've learned in a final meeting. This firsthand experience allows them to sell the destination with confidence and answer any questions authoritatively.

How are international arrivals evolving?

The results are very encouraging. Between September 2024 and September 2025, we grew by 26.9% globally. Europe increased by 29%, North America by 22%, and the Middle East by 58%. Interest in South Africa is expanding strongly; now we need to continue improving connectivity to make travel more accessible. We are a long-haul destination, and precisely for this reason, those who visit us tend to stay longer and seek to take advantage of the diversity we offer.

What kind of experiences do travelers find in South Africa?

South Africa is an extraordinarily diverse country. We have experiences for adventure lovers—from bungee jumping bridges to the longest zipline in the Southern Hemisphere or diving with sharks—top-notch culinary offerings, world-renowned wine routes, and iconic safaris like Kruger National Park

We also have warm-water beaches in Durban, private reserves, unique natural landscapes, and enormous cultural richness: 11 official languages, regional cuisines, music, traditions, and an identity that changes from province to province. All of this keeps many travelers coming back; markets like the United States have a repeat visit rate of 44%. South Africa offers so many possibilities that there is always something new to discover.