International exhibitors at the Africa Travel Indaba 2026 have declared South Africa and the wider continent “ripe for tourism,” with warm receptions and business-friendly conditions dispelling any pre-conference skepticism about travel to the region.
President Cyril Ramaphosa officially opened this year’s Indaba in Durban, speaking under the theme “Unlimited Africa” with a focus on growing the continent’s tourism economy. In his keynote address, the president emphasized the sector’s transformative power.
“Tourism is beneficial to the fortunes of a country in that it has mass employment potential as a sector,” Ramaphosa said. He noted that most tourism subsectors are labor intensive, adding that tourism “creates jobs” and “is able to develop multiple skills but also to upskill those who may well have had skills earlier.”
The president also issued a direct call to governments across the continent. “Safety and stability also needs to be enhanced. There must be a focus by our governments to enhance safety and stability,” he said. “People must know that when they go to a particular spot for tourism, that is a safe corridor and that is a corridor where tourists will not feel unsafe.”
Despite potential concerns about international travel to South Africa heading into the 2026 Indaba, exhibitors from outside the continent reported overwhelmingly positive experiences.
A representative of the four-star Pome Street Hotel in Luanda, Angola — a 90-suite property with conference rooms and a travel agency — said they encountered no skepticism whatsoever.
“Not at all,” the representative said. “As I’ve mentioned before, I did live here before and South Africa is more of my first home than my second. I have had nothing but good hospitality since I got here — from my flight from Luanda to OR Tambo, and from OR Tambo to here.”
They described meeting South Africans on the plane, conducting business mid-air, and receiving warm service at their hotel. “I even went for a run this morning by the beach. It was great,” they added.
Asked why travelers should choose Africa, the representative cited the continent’s people and cultural richness. “Africa is about the people. When you come to Africa you have a very family orientated continent. People just accommodate you. People are happy to greet you. People are happy to dance with you. We have so much culture that I believe a lot of countries have lost,” they said. “In Africa you always seem to find yourself. Africa is just a place to have a good time.”
Their closing message to potential visitors was unequivocal: “I believe people should come. I haven’t had any issues. I believe South Africa in general and Africa in general is a beautiful place to visit.”
