South African Tourism has officially announced the launch of its 22nd Annual Multi-City Roadshow across India, reaffirming the country’s long-term commitment to one of its most important overseas source markets. Now in its twenty-second year, the roadshow stands as one of the longest-running tourism engagement programmes between the two nations and reflects the depth of travel, trade, and cultural ties shared by India and South Africa.
The 2026 edition of the roadshow will align with South African Tourism’s participation at Outbound Travel Mart Mumbai, one of India’s largest travel trade exhibitions. This strategic alignment is intended to maximise engagement with the Indian travel industry, creating momentum for fresh partnerships, destination awareness, and long-term growth.
India Remains a Strategic Growth Market
India continues to be a cornerstone market for South African Tourism due to its strong outbound growth, rising disposable incomes, and increasing appetite for long-haul experiences. Business travel, visiting friends and relatives, and leisure tourism have all shown sustained momentum, underpinned by strong commercial and people-to-people connections between the two countries.
The 22nd Annual Roadshow is designed to capitalise on this momentum by strengthening trade confidence, deepening destination knowledge, and supporting Indian travel sellers with updated products, policies, and market insights. Over the years, this platform has played a key role in positioning South Africa as a versatile destination for leisure, business, and special-interest travel.
Multi-City Format Targets Key Indian Hubs
The 2026 roadshow will begin in Mumbai from February 5 to February 7, coinciding with OTM. From there, the South African delegation will travel to Bangalore, Ahmedabad, Kolkata, and Delhi between February 9 and February 12.
This carefully planned itinerary ensures broad geographic coverage and access to India’s most influential outbound travel markets. Each of these cities represents a strong concentration of tour operators, corporate travel planners, and MICE specialists, allowing South African Tourism to engage with a wide cross-section of the trade.
Strong Exhibitor Participation and New Product Focus
A key highlight of the upcoming roadshow is the participation of more than forty tourism exhibitors from South Africa. These include hotels, destination management companies, lodges, attractions, and transport providers, offering Indian partners a comprehensive view of the destination’s capabilities.
Notably, a significant number of participating exhibitors represent small, medium, and micro enterprises, underlining South Africa’s commitment to inclusive tourism growth. This diversity allows Indian travel sellers to discover niche products, community-based experiences, and emerging regions that appeal to today’s experience-driven travellers.
Around one-sixth of the exhibitors are expected to introduce new or refreshed products to the Indian market, ranging from off-the-beaten-path itineraries to upgraded luxury and adventure offerings. This emphasis on innovation reflects changing traveller preferences and the growing demand for authentic, immersive experiences.
Leadership and Evolving Market Strategy
The 22nd edition of the roadshow will be led by Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East. Under his leadership, South African Tourism is rolling out a refreshed India-focused strategy that builds on past successes while responding to new market dynamics.
The updated approach focuses on deeper trade education, targeted segment growth, and improved ease of travel. By equipping Indian travel professionals with up-to-date knowledge and tools, the roadshow aims to accelerate conversions and strengthen South Africa’s position as a preferred long-haul destination.
Improving Accessibility and Connectivity
Travel facilitation remains a central pillar of South Africa’s engagement with India. Initiatives such as the Electronic Travel Authorisation system and the Trusted Tour Operator Scheme are being highlighted as part of ongoing efforts to simplify visa processes and improve traveller confidence.
Air connectivity is another priority area. Discussions around enhancing flight options, including the potential for direct services, are viewed as critical to unlocking further growth. Improved connectivity would reduce travel time, support business travel, and make South Africa more competitive in the long-haul travel space.
Targeting High-Potential Travel Segments
The roadshow places strong emphasis on high-growth segments such as adventure tourism, luxury travel, family holidays, and the MICE sector. Indian travellers aged between 31 and 50 are emerging as a particularly influential demographic, showing strong interest in experiential and multi-theme itineraries.
Business and MICE travel continue to contribute significantly to arrivals from India. South Africa’s ability to combine world-class conference infrastructure with leisure extensions makes it an attractive destination for corporate and incentive travel planners.
Looking Ahead: Global Events and Long-Term Commitment
Future global events, including major international sporting tournaments hosted in South Africa, are expected to further boost awareness and interest among Indian travellers. Such events provide powerful storytelling opportunities and reinforce South Africa’s image as a vibrant, globally connected destination.
The 22nd Annual Multi-City Roadshow is more than a promotional tour; it is a strategic investment in long-term partnerships. Through consistent engagement, product innovation, and improved accessibility, South African Tourism aims to ensure that India remains a key driver of growth in the years ahead, keeping South Africa firmly on the radar of Indian travellers and trade alike.
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