Africa's Travel Indaba 2025: South African Airways strengthens connection between South America and Africa

With almost a century of history and a trajectory marked by resilience and reinvention, South African Airways (SAA) was present at Africa's Travel Indaba 2025 with a clear message: the company is back at the center of intercontinental connections, with Brazil as a strategic priority.

“We are growing, with 19 aircraft and 18 routes currently, and we have consolidated a network that effectively connects the African continent with Brazil and other South American markets,” said Nothando Mathe, the company’s senior marketing manager. According to her, the post-pandemic recovery has been solid, even in the face of operational challenges, such as limited aircraft availability.

The executive highlighted the success of the direct route between São Paulo and Johannesburg, which is in addition to new connections, such as the one between São Paulo and Cape Town – the first in almost six decades of the company’s operations in Brazil. “This direct connectivity expands access not only for leisure, but also for business, especially in the mining sector, which moves passengers between South America, Africa and destinations such as Perth, Australia,” said Mathe.

Strategic recovery and looking to the future

For SAA's country manager in Brazil, Gabriel Gomes, the resumption of flights in 2023 symbolized more than just the physical return to the routes: it marked the company's repositioning in a transformed market. “The consumer has changed. Today, they seek experiences more than goods. And South Africa offers this in a complete way: adventure, gastronomy, wine tourism, study, luxury and nature in a single destination”, he stated.

Gomes also highlighted the importance of partnerships with the trade and the South African government. “We work side by side with South African Tourism in Brazil to break down resistance, change the perception of the destination and communicate that South Africa is much more than safari.”

Partnerships and loyalty: miles, Gol and exclusive event in Brazil

SAA is a member of the Star Alliance and has codeshare agreements with Gol and interline agreements with Latam, expanding access to dozens of Brazilian and South American cities. “We have a solid partnership with the Smiles program, the largest in Brazil. This allows customers to accumulate and redeem miles to fly with us and visit South Africa,” explained Gomes.

As part of the actions to strengthen the brand in the Brazilian market, the company announced the resumption of the SAA Meet Africa event, which will take place in São Paulo on September 8, 2025. “We will bring together 35 partners from Africa – including agencies, hotels, DMCs and lodges – to strengthen ties with the Brazilian trade and further promote tourism between the two continents”, he concluded.

SAA's participation in Indaba 2025 reaffirms the company's role as an air bridge between South America and Africa, promoting integration, development and unique experiences for its passengers.

Report and photo: Mary de Aquino.