DURBAN — The tourism sector should leave outdated approaches and embrace innovation. 

This was the message at the official opening of Africa’s premier tourism trade show, Africa’s Travel Indaba, in Durban on Monday, 12th of May, 2025 with a renewed vision for the future of the continent’s tourism industry. 

The event is being hosted at the Inkosi Albert Luthuli International Convention Centre in KwaZulu-Natal, and is expected to draw hundreds of delegates, exhibitors, and buyers from across the globe.

Before the main exhibition began, the Business Opportunity Networking Day, better known as BONDay — set the tone for what many believe will be a defining moment for African tourism. BONDay is designed as a space for thought leadership, collaboration, and knowledge sharing, all with the aim of igniting real business opportunities and partnerships.

South African Tourism Chief Executive Officer Nombulelo Guliwe opened the day with a message about the importance of information and experience-sharing as tools for industry growth.

“Today is about travel and tourism, knowledge sharing. Nothing is as powerful as information, as engaging and sharing experiences,” said Guliwe. “I hope we’ll use the next couple of hours to do just that — to absorb, to question, and to engage.”

Guliwe highlighted that Africa’s tourism story is being rewritten by people across the continent — from small and medium-sized tourism enterprises (SMMEs) operating in townships to technology innovators and global investors. She applauded the exhibitors, buyers, and partners present at the Indaba for showcasing the best Africa has to offer.

“You will not regret investing in South African tourism, as well as the continent as a whole,” Guliwe said. “Welcome to unlimited Africa.”

BONDay as a Catalyst for Change

Dr Gregory Davids, Chairperson of the South African Tourism Board, expanded on the significance of BONDay as more than just a precursor to the main trade show. He called it a vital meeting ground for visionaries, saying the future of African tourism rests on how well the continent can foster collaborative spaces like these.

“We come together at BONDay not only as professionals but as visionaries and thought leaders to shape the next chapter of African tourism,” said Davids. “BONDay is our shared space — a space for reflection, for knowledge sharing, and for the co-creation of knowledge.”

Davids further emphasised that the tourism sector must be seen as a platform for transformation — one that can break down economic and social barriers while driving inclusive growth.

“Travel Indaba is much, much more than an exhibition,” he continued. “It’s a catalyst. This is where trade meets transformation. Where dialogue sparks diversity. And where tourism becomes a powerful leader of change.”

Davids urged industry leaders to leave behind outdated approaches and instead embrace innovation, inclusion, and sustainability. He called on all stakeholders — from governments to grassroots entrepreneurs — to reimagine Africa as a destination defined not just by its natural beauty but also by its ability to lead the world in meaningful tourism practices.

Voices from the Frontlines: Small Business and Representation

One of the most stirring moments of the day came from Captain Londiwe Ngcobo, Africa’s first female dredge master. Drawing from her own experience as a woman of colour in a male-dominated maritime industry, she delivered a passionate call to authenticity, reflection, and inclusion.

“Before others can discover your business, have you truly discovered it?” she asked. “As we connect — what is the heartbeat of your offering? And does it still align with why you started?”

Ngcobo recounted her early days on board a ship, where she often felt like she didn’t belong. Yet, by staying true to herself, she found strength in her identity and turned it into a story of resilience and transformation. Her message resonated with the many small business owners in attendance.

“You may think I don’t matter, but it’s revolutionary. And I so hope that you don’t think small business doesn’t matter,” she said. “Recognise small business — this became the beginning of a beautiful story.”

Her message echoed the broader sentiment of the day: that tourism is not just about products and services, but about people and purpose.

Looking Ahead: What Indaba Promises

Africa’s Travel Indaba will run over the next three days, featuring exhibitions from African countries, tourism boards, private businesses, and regional tourism operators. The goal is to drive investment, stimulate trade, and re-establish Africa as a top global travel destination.

With themes of transformation, innovation, and connection setting the tone, many attendees say this year’s Indaba could be a turning point for African tourism post-pandemic.