South Africa is strategically positioning itself to revolutionize the Indian tourism market by aiming to double Indian tourist arrivals by 2025. With a high-impact focus on cricket, Bollywood, and luxury travel experiences, the country is leveraging its cultural connections, immersive campaigns, and cutting-edge digital platforms to attract travelers. South Africa’s unique offerings, including ultra-luxury accommodations, exclusive experiences, and seamless travel processes, are designed to meet the diverse interests of Indian tourists, ensuring robust economic growth and positioning the country as a top destination for weddings, corporate events, and adventure travel.
Tourism South Africa is focusing its efforts on India with the ambitious goal of doubling the number of Indian visitors by 2025. This strategy is built on India’s love for cricket, cinema, and weddings, which are core elements of the country’s culture, alongside the increasing appetite for experiential travel. To achieve its goal, South Africa aims to improve accessibility, streamline visa applications, offer value-driven travel experiences, and engage travelers from smaller cities across India.
In an exclusive conversation with CNBC-TV18, Mitalee Karmarkar, the Marketing and Communications Manager at South African Tourism, laid out the roadmap for this ambitious expansion plan. The strategy combines cultural alignment, digital innovation, and tailored travel experiences designed to capture the interest of India’s growing experience-driven tourism market.
Strong Footfalls in 2024, Double-Digit Growth in 2025
India is currently South Africa’s seventh-largest source market globally and the second-largest in the Asia-Pacific region. In 2024, South Africa welcomed 75,541 Indian tourists, representing nearly 80% of pre-pandemic numbers. The cities of Mumbai, Delhi, and Chennai saw strong performances, particularly in the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment, as well as leisure travel.
Karmarkar highlighted that in 2025, the country is aiming for double-digit growth, with plans to expand its reach beyond metro cities like Mumbai and Delhi and strengthen connections with smaller markets across India. South African Tourism is making a concerted effort to penetrate tier-II and tier-III cities, which have a burgeoning middle class with increasing disposable income and a growing appetite for international travel.
To achieve this, South African Tourism plans to use its Learn SA platform to train Indian travel agents, especially those in smaller cities. This initiative will equip them with the knowledge to curate personalized itineraries catering to specific traveler interests, such as honeymooners, adventure seekers, and culinary enthusiasts.
Capitalizing on Cultural Touchstones: Sports, Cinema, and Weddings
South African Tourism is tapping into popular Indian cultural touchstones, such as Bollywood, cricket, and destination weddings, to enhance its appeal among Indian audiences. One of the key areas of focus is sports tourism, particularly in anticipation of South Africa hosting the 2027 Cricket World Cup. Karmarkar emphasized, “We are actively working to increase awareness among Indian audiences for sports tourism, especially as South Africa gears up for the Cricket World Cup in 2027.”
In addition to cricket, South Africa has a deep-rooted connection with Indian cinema. The country is leveraging its relationship with Bollywood by promoting film tourism. South Africa offers a wide array of scenic locations and production support that have already featured in numerous Indian films. This strong cinematic connection makes South Africa a natural destination for film enthusiasts and aspiring filmmakers from India.
Moreover, South Africa is positioning itself as a prime destination for destination weddings. The country boasts world-class venues, luxury resorts, and unique settings that are ideal for couples seeking a stunning backdrop for their weddings. From beaches to vineyards, South Africa offers diverse and picturesque venues, making it a compelling choice for those planning extravagant and unforgettable destination weddings.
Streamlined Visa Process to Boost Tourism
One of the biggest challenges for long-haul destinations is the visa process, and South Africa is well aware of the importance of making travel to the country as accessible as possible. With competing destinations like Singapore, Dubai, and Thailand offering visa-free or simplified visa processes, South Africa has worked diligently to narrow this gap.
The e-visa facility, coupled with the Trusted Tour Operator Scheme (TTOS), has simplified the visa application process for Indian tourists. Karmarkar shared, “Under the TTOS, we guarantee a visa within 3–4 days, and in some cases, travelers have received approval in just one day. With 65 operators, including 14 from India already onboard, we are expanding our reach and making the visa process faster and more efficient.”
Although South Africa does not yet offer direct incentives like cash vouchers or coupons, Karmarkar explained that they are working on exclusive packages and airline partnerships to make travel to the country more affordable for Indian tourists. This approach aims to deliver value without directly competing with other destinations’ incentives.
Crafting the Perfect Itinerary for Indian Travelers
To appeal to the diverse interests of Indian travelers, South African Tourism recommends an itinerary that spans 10 to 14 days, combining nature, adventure, history, and luxury. Karmarkar suggests a mix of destinations that showcase the country’s vast offerings:
- Cape Town: A stay in Cape Town should include a visit to Table Mountain, the Cape Winelands, and the Cape of Good Hope. Adventurous visitors can embark on road trips through lush forests and along beautiful beaches, with opportunities for whale watching and bungee jumping.
- Kruger National Park: A visit to Kruger is a must for wildlife enthusiasts, especially for those looking to see the Big Five. The park also offers luxury safari lodges that provide an unforgettable experience.
- Johannesburg and Gauteng: Visitors can explore the Apartheid Museum, the Maboneng precinct, and the Cradle of Humankind UNESCO World Heritage site, gaining a deeper understanding of South Africa’s rich history and culture.
MICE Tourism, Weddings, and Corporate Events
South Africa is positioning itself as a leading destination for MICE tourism, destination weddings, and business events. With world-class infrastructure and a variety of stunning venues, South Africa is ideal for large-scale events. Karmarkar noted, “Our country’s venues and infrastructure are perfect for hosting grand corporate events, conferences, and weddings, with a diverse range of options available for every type of occasion.”
Initiatives like Africa’s Travel Indaba and the ongoing Learn SA workshops continue to provide Indian travel agents with the necessary tools to market South Africa effectively for MICE events. This is expected to play a significant role in strengthening South Africa’s position as a top choice for business events and incentive travel from India.
Looking Ahead: Building Lasting Connections
As South African Tourism continues to deepen its engagement with the Indian market, it is clear that the country is set to play an increasingly prominent role in the Indian traveler’s itinerary. With a combination of targeted marketing, simplified travel processes, and tailored itineraries, South Africa is becoming a destination of choice for Indian tourists seeking unique experiences.
The partnership with Indian travel agents, the focus on sports and film tourism, the promotion of destination weddings, and the continued investment in simplifying travel processes are all strategies that will position South Africa as one of India’s top long-haul travel destinations in the coming years.
South Africa is targeting explosive growth in Indian tourism by doubling arrivals by 2025, focusing on cricket, Bollywood, and luxury travel. With innovative strategies, seamless travel experiences, and exclusive offerings, the country is poised to become a top destination for Indian travelers.
By tapping into India’s passion for cricket, film, and luxury experiences, South Africa is creating a multi-dimensional appeal that extends beyond just leisure tourism. The country is poised to offer unforgettable experiences that cater to the evolving tastes and interests of Indian travelers, making it a compelling option for a wide array of travel preferences.
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