Tourism entrepreneurs say the World Travel Market, to be hosted in London next month, offers immense potential to elevate their businesses and drive South Africa’s visibility abroad.
The South African National Convention Bureau (SANCB), a business unit of South African Tourism, is set to represent SA at the spectacle from 4–6 November.
Through WTM, South African Tourism enables meaningful connections between local industry players and international buyers, creating opportunities for business growth, collaboration, and increased destination visibility.
Joining forces with 20 tourism businesses, Team South Africa will showcase the country’s diverse offerings across leisure and business travel.
Acting CEO of South African Tourism, Darryl Erasmus, said WTM remains one of the most important trade platforms globally.
“It allows us to connect with international partners, showcase South Africa’s incredible experiences, and inspire travellers to discover our country. These engagements also highlight our commitment to supporting smaller tourism enterprises who may not be able to access these platforms on their own,” Erasmus said.
According to tourism SMMEs, that access could make all the difference. Bilcane Sibuyi, owner of Masingitana Safaris, a Mpumalanga-based operator offering luxury tented accommodation and activities in the Lowveld, including game drives in the Kruger National Park and Manyeleti Reserve, said he would welcome the chance to represent South Africa at WTM London, describing the opportunity as a potential game-changer for small operators.
“It would give my business great exposure and international trademark recognition,” he explained. “Being able to deal directly with possible international partners and clients would help us grow and position Masingitana Safaris as one of South Africa’s top safari companies.”
However, Sibuyi expressed concern about the lack of transparency in the selection process for participation in international exhibitions.
“It is always sad to see opportunities given to people who are not even passionate about tourism. Some go abroad and come back with nothing to share,” he said. “For entrepreneurs like me, such exposure is a golden opportunity to market the country and build sustainable partnerships.”
In Limpopo, Akesa Mokhare, marketing manager at Fumani Game Lodge, a 5-star luxury lodge nestled on the foothills of the Waterberg Mountains between Modimolle and Mookgophong, said being part of Team South Africa would help position the lodge as a leading destination.
“We see WTM London as a great opportunity to connect with international buyers and showcase our blend of luxury and nature,” Mokhare said. “It is about telling the real South African story, one rooted in culture, nature, and hospitality.”
While Mokhare believes the selection process is generally fair, he said more support for smaller, rural-based lodges would help make representation more inclusive.
“Many quality lodges in rural areas do not have the same networks or marketing budgets. More mentorship, marketing toolkits, and post-event follow-up would help us convert leads into real partnerships,” he added.
From Bloemfontein, Mfundo Ngcangca, managing director of Shepherd Tourism Tours, which offers inbound, outbound, and domestic tour packages across South Africa, said his company has been attracting international visitors through social media and hopes to leverage WTM London to expand its footprint.
“The World Travel Market presents an ideal opportunity to showcase our business and promote South Africa’s tourism products and services,” Ngcangca said. “Such platforms can help increase tourist volumes, create jobs, and support inclusive economic growth.”
Ngcangca described the selection process managed by South African Tourism as fair and transparent but encouraged provincial tourism authorities to play a stronger role in identifying active SMMEs that contribute to the industry’s development.
For South African Tourism, WTM London 2025 will also serve as a platform to amplify its global brand campaign, “South Africa Awaits: Come Find Your Joy,” which celebrates the country’s warmth, diversity, and vibrancy.
Erasmus said the collaboration between the public and private sectors continues to strengthen South Africa’s position as a top global destination.
“Our growth numbers demonstrate the positive impact of partnership,” he said. “WTM London reaffirms that South Africa is open for business, ready for growth, and capable of delivering unforgettable experiences.”
As the world’s travel professionals converge in London next month, South African tourism SMMEs are hoping that greater inclusion, transparency, and support will help them share their unique stories and bring the world a little closer to their doorsteps.
