I thought New York was the city that didn’t sleep!!
Try Durban – here I am at South Africa’s travel Indaba still struggling a bit with jet lag and at 5am this morning I am awakened by the throbbing pulsating (please don’t get the wrong idea!) thumping drumbeats on the beach outside my window.
Of course, it’s the fun run and sunrise yoga which I had every intention of attending but sadly I didn’t quite make it, but I have it on very good authority that it was a huge success. It beats the usual 5am kookaburra alarm call back in Sydney!!
A great way to start the second day of Africa’s travel indaba which this year has record participation and business Engagement with over 1,300 exhibitors from 27 African countries presenting a huge array of tourism products and services.
This year’s theme, “Unlimited Africa,” isn’t just a slogan—it’s a whole mood! From the moment you step onto the buzzing show floor, you feel the pulse of a continent ready to shine. The halls are humming with energy, not just from the serious business of trade deals and tourism strategies, but from the sheer joy of being together in celebration of Africa’s vibrant soul.
Every corner is bursting with cultural pop-ups, drumming circles, spontaneous dancing, and a rainbow of traditional attire. It’s immersive, joyous, and deeply authentic.
South African Tourism COO Darryl Erasmus.
As South African Tourism COO Darryl Erasmus told me, “It’s not just about seeing and experiencing SA — it’s feeling it.” And he’s spot on. There’s a magic here that seeps into your bones. Australia, he says, is a key market. “Aussies spend big, stay longer, and love the adventure.” With visitation already up 12% in 2025 the signs are strong. “The travel trade is critical for us” he said and cited the great success of the second Mega Lekker earlier this year when over 100 Aussie trade resellers got to uncover SA’s “hidden gems” and gain real insight into safety, food, and the lesser-known corners of the country. It’s all about partnering with the trade to make sure they can deliver all those delightful pockets of joy to their clients.
The other key thing he said is access, as access is what drives arrivals, SAA relaunched flights to Perth in 2024, now flying five times a week, and Qantas is back on board too, with Perth–Jo’burg flights launching later this year. Even Kiwis will benefit with improved connectivity.
The cherry on top? The new marketing campaign: “South Africa Awaits — Come Find Your Joy!” As Darryl puts it, it’s about rediscovering that childlike wonder, that wide-eyed feeling that stays with you long after you’ve left. And honestly? I couldn’t agree more.
