South African Embassy Hosts Tourism Networking Reception Ahead of ITB Berlin
Embassy and South African Tourism host Deputy Minister and industry networking reception
March 12th, 2026
On the eve of the ITB Berlin travel trade fair, representatives of South African Tourism met with the South African Embassy in Berlin for a strategic briefing, followed by a networking reception bringing together government representatives and tourism industry stakeholders.
Deputy Minister of Tourism Magdeline Sotyu, accompanied by Dr Shamilla Chettiar, Acting CEO of South African Tourism; Corne Koch, Chief Convention Bureau; Regional General Manager for Europe Ian Utermohlen; and Acting Hub Head for Central Europe Abby Jacobs, attended a briefing with Andries Oosthuizen, Chargé d’Affaires a.i. of the South African Embassy. The engagement formed part of preparations for South Africa’s participation in ITB Berlin.
The South African Embassy, in cooperation with South African Tourism, subsequently hosted the Deputy Minister and her delegation together with approximately 100 South African exhibitors at a networking reception. In his welcoming remarks, Chargé d’Affaires a.i. Andries Oosthuizen highlighted tourism as a powerful instrument for peace and mutual understanding. He noted that Germany continues to rank among the world’s leading outbound travel markets, with more than 290,000 German tourists visiting South Africa in 2025.
Markus Orth, Senior Vice President of the DRV German Travel Association, offered insights from the perspective of the German travel industry. He underscored the strong collaboration between the association and the South African Tourism Central Europe team in promoting South Africa in the German market, particularly through targeted marketing campaigns, trade education initiatives, and efforts aimed at sustaining long-term demand for the destination.
In her keynote address, Deputy Minister Sotyu emphasised that ITB Berlin provides an important platform for South Africa to transform global interest into tangible economic opportunities while reinforcing its competitiveness within the international tourism sector. She identified Germany as one of South Africa’s most significant European source markets, noting continued growth in German arrivals of approximately 14 percent between 2024 and 2025. The Deputy Minister also stressed the importance of strengthening long-term trade partnerships, increasing visitor spending and length of stay, and leveraging tourism as a driver of inclusive economic growth and enhanced bilateral cooperation between South Africa and Germany.
The engagement reaffirmed the shared commitment of government and industry partners to advancing South Africa’s tourism sector and deepening ties with the German travel market, while also highlighting the broader role of tourism in fostering international partnership through cultural diplomacy.
