South African SMEs in the tourism sector won the spotlight at this year’s Magical Kenya Travel Expo, demonstrating how inclusive participation in international platforms can help unlock new markets and drive cross-border growth.
Held from 1 to 3 October at Nairobi’s Uhuru Gardens, the expo drew major tourism stakeholders from across Africa and the world, positioning the continent as a growing force in global travel. South African Tourism led a strong delegation of 17 product owners, of which 10 were SMMEs.
The enterprises showcased locally owned travel experiences, from heritage-based lodges and adventure tours to community-rooted travel packages, that highlight the creativity and entrepreneurial drive shaping South Africa’s tourism landscape.
The three-day event generated more than 400 business-to-business meetings between South African exhibitors and international buyers, signalling renewed investor confidence and growing commercial opportunities within Africa’s tourism market.
South African Tourism’s Regional General Manager for Africa, Evelyn Mahlaba, said the strong engagement underscored the importance of continental partnerships.
“The quality of engagements and strong business interest reaffirm South Africa’s position as a destination of choice,” she said.
“Kenya remains one of our fastest-growing source markets, recording 18.7% growth in arrivals compared to the previous year. With the rest of Africa now contributing more than 70% of all international arrivals to South Africa, there’s tremendous potential for continued collaboration and regional growth,” Mahlaba said.
For small enterprises, the expo offered exposure to international buyers and direct trade connections that can translate into long-term contracts.
Excellent Madlala, Managing Director of James iLenge Mountain Lodge in KwaZulu-Natal, said participating in the expo marked a turning point for his business.
“As a community-rooted enterprise, this opportunity allowed us to share our heritage-based offering and develop new partnerships that can directly benefit our local economy,” he said.
Bonolo Ntsime, founder of iXplore Africa Travel & Tours said being part of the South African Pavilion was an opportunity to stand shoulder-to-shoulder with established tourism brands.
“It proved that when small businesses are given access to international platforms, they can stand proudly alongside bigger players. That is transformation in action,” Ntsime said.
The showcase also featured well-known players such as Airlink, South African Airways, KwaZulu-Natal Tourism and Film, Wesgro, Marriott International, and the Robben Island Museum, alongside emerging tour operators like Buja Tours, Dinare Tours, Boyang Gape Tours & Travels, Legend Tours, Syavaya, and Theo Tours.
Mahlaba said the participation of SMEs at such events demonstrates the power of inclusion and collaboration in building a competitive African tourism economy.
“Our support for emerging tourism enterprises is a practical example of how partnerships can unlock Africa’s tourism potential. Together, we are creating seamless travel experiences that inspire joy and strengthen Africa’s position on the global stage.,” Mahlaba said.
