This year's ITB Berlin took place from Tuesday, March 7th to Thursday, March 9th. The venue of the ICD was the Messe Berlin, and inside, attendees could expect to find exhibitors from airlines, hotels, tour operators, destination management companies, technology providers, and other tourism-related businesses. ITB Berlin also hosts a series of conferences, seminars, and workshops on various topics related to the tourism industry. These events provide attendees with the opportunity to learn about the latest trends, best practices, and innovative approaches to tourism.

This year South Africa returns to ITB Berlin, spreading "joie de vivre" through their exciting new "Live Again!" campaign. Visitors were immersed in a full sensory experience with vibrant stands, excellent gastronomy, and entertainment. A large delegation from South Africa, including representatives from the Tourism Board, presented new products, excellent services, and engaged in interesting discussions. Attendees could attend a press conference at midday on Tuesday at the City Cube (R12), where the country's latest developments and plans were shared. The stand featured typical local cuisine and dance performances, adding to the lively atmosphere.

On April 9, Ambassador Stone Sizani visited the South African stand at ITB Berlin to promote tourism towards South Africa, business partnerships with Germany, and development initiatives. The Ambassador engaged with representatives from the South African Tourism Board and discussed strategies to increase tourism from Germany, as well as exploring potential business partnerships between the two countries. During his visit, Ambassador Sizani emphasized the importance of promoting South Africa's unique cultural and natural experiences, world-famous wines, and excellent gastronomy to potential visitors. He also highlighted the country's commitment to sustainable tourism and development, emphasizing the need to build mutually beneficial partnerships between South Africa and Germany. The visit of Ambassador Sizani underscores the South African government's commitment to promoting tourism and fostering strong economic ties with Germany. As one of the most popular long-haul destinations for visitors from Germany, South Africa is keen to expand its tourism offerings and build lasting partnerships that will benefit both countries.

Indeed, South Africa is a popular long-haul destination for visitors from Germany, Austria, and Switzerland. Last year, the number of Germans visiting the country increased by almost 300% compared to the previous year, with renewed growth expected in the next six months.

This unique country offers exciting wildlife, vibrant cities, diverse cultural and natural experiences, world-renowned wines, excellent gastronomy, and above all, warm and hospitable people. South Africa guarantees unforgettable moments of happiness all year round, offering authentic experiences that appeal to all the senses.

The goal of showcasing and embodying these qualities and representing them at the ITB Berlin was achieved. During the closing ceremony, the South Africa stand won one of the top three Best Exhibitor Awards (BEA) in the Africa category.

• - https://www.southafrica.net/gl/en/trade/press/south-africa-wins-stand-award-at-itb-berlin-2023
• - https://news.itb.com/topics/news/south-africa-itb/