One of the speakers was Thabisile Mthethwa, Region Marketing Manager for Tourism KZN, who spoke about the Brazilian market and Durban's potential as an attractive destination for Brazilian tourists. "There is indeed interest from Brazil. We are working in partnership with South African Tourism, which has an office in São Paulo, and with South African Airways to foster this movement," said Mthethwa.
Still timid presence, but with great potential
According to Thabisile, although the number of Brazilians visiting the region is still modest, there is a promising market to be explored. “I believe our biggest challenge is inconsistency. We appear on the market and then disappear. And tourism requires a constant presence. That is how you build trust as a destination,” she said.
The executive explained that, since the pandemic, the focus on the Brazilian market has been reduced, mainly due to the limitation of direct flights. “If there is no accessibility, it doesn’t make sense to invest heavily in promotion. But now, with the return of South African Airways and the performance of LATAM, we can support this effort,” she highlighted.
Zulu culture - attraction beyond safaris and beaches
More than just beaches and safaris, Mthethwa highlighted the growing interest of Brazilians in African culture. She shared a remarkable experience with a Brazilian presidential group that was looking for authentic spiritual and cultural experiences. “We had to include in the itinerary a meeting with a Sangoma, our traditional healer. We also attended a Zulu wedding, something that surprised and delighted the group. Here, no invitation is necessary — the visitor is always a special guest.”
Strategic connections to grow in the Brazilian market
Tourism KZN is committed to working with specialist tour operators, such as African Eagles, which works in partnership with Brazil’s Queensberry. “Even though we are not always physically present in Brazil, we ensure that Durban is included in the packages through our local DMCs. This is a way of keeping the region relevant on the operators’ radar,” he explained.
Women in charge of tourism
Thabisile Mthethwa also represents a growing reality in South Africa: women occupying strategic positions in tourism. “In South Africa, women are really in charge. And this is reflected in the decisions we make to make our destination more inclusive and attractive,” she said.
Africa's Travel Indaba 2025 reaffirms that the future of African tourism is being built today, through authentic connections, strong leadership and a strategic look at markets such as Brazil.
The 2025 edition of Africa's Travel Indaba, held from 12 to 15 May at the Inkosi Albert Luthuli Convention Centre in Durban, KwaZulu-Natal province, brought together more than 1,300 exhibitors, 1,000 hosted buyers and representatives from 27 African countries. With the theme “Shaping Africa's Tomorrow Through Connection Today”.
Report and photo: Mary de Aquino.