Annual India Roadshow highlights Bengaluru’s rise as a premium outbound market and signals renewed momentum across leisure, corporate and MICE travel
Bengaluru, NFAPost: South African Tourism has reinforced India’s status as a priority growth market with a high-impact Bengaluru leg of its Annual India Roadshow, engaging more than 235 travel trade professionals and deepening collaboration across leisure, corporate and MICE travel segments. Following a strong opening in Mumbai at OTM, the Bengaluru engagement underlined the city’s growing influence as a high-value outbound travel hub for the Rainbow Nation.
Led by South African Tourism and spearheaded in India by Mitalee Karmarkar, Marketing and Communications Manager (MEISEA), the roadshow brought together over 40 exhibitors from South Africa. Participants included destination management companies, luxury lodges, hotels, attractions and experiential travel providers—offering Indian agents a comprehensive view of South Africa’s evolving tourism landscape.
A Focused B2B Platform for New Growth
Designed as a strategic B2B initiative, the multi-city roadshow enables South African Tourism to engage directly with Indian travel partners, exchange insights on changing traveller behaviour, and co-create new business opportunities. After Mumbai and Bengaluru, the roadshow moves to Ahmedabad on February 10, expanding outreach to another key outbound market.
“India continues to be a priority growth market for South African Tourism,” said Karmarkar.
“We are seeing strong interest across family travel, experiential holidays and premium segments, but what stands out today is how Indian travellers are planning differently—using AI-powered tools to personalise itineraries and exploring destinations more thoughtfully.”
Bengaluru Emerges as a Key Source Market
Bengaluru’s growing prominence as an outbound market was a recurring theme throughout the roadshow. With a large base of frequent international travellers, high disposable incomes and a digitally savvy audience, the city presents strong potential for premium leisure travel, wildlife experiences, adventure tourism and bespoke itineraries.
“Bengaluru has firmly established itself as one of our strongest source markets in India,” Karmarkar noted.
“Travellers from this city are experience-driven and confident in exploring long-haul destinations. Our objective is to deepen engagement with the local travel trade and ensure South Africa remains top-of-mind for agents and consumers alike.”
From Iconic Safaris to Lesser-Known Experiences
Interactions with the trade reflected a growing appetite for customised, well-paced journeys that go beyond South Africa’s headline attractions. While safaris and scenic landscapes continue to anchor demand, Indian travellers are increasingly seeking culinary trails, wine tourism, coastal escapes, adventure activities and culturally immersive experiences.
“This shift creates an exciting opportunity for us,” Karmarkar said.
“It allows us to showcase the depth and diversity of South Africa—from iconic wildlife to emerging regions and luxury experiences that are still relatively undiscovered in the Indian market.”
Looking Ahead: Recovery, Sports Tourism and Long-Term Partnerships
South African Tourism is targeting a return to pre-Covid levels of Indian tourist arrivals in 2026, supported by sustained trade engagement and targeted consumer outreach. Adding further momentum is South Africa’s role as a host of the 2027 ODI World Cup, which is expected to boost sports tourism and introduce new audiences to the destination.
Through consistent engagement with Indian travel partners, the tourism board aims to unlock innovative itineraries, improve destination knowledge and drive stronger conversion from key markets such as Bengaluru.
As the Annual India Roadshow continues its journey across the country, it stands as a clear signal of South African Tourism’s long-term commitment to India—building partnerships, responding to evolving traveller expectations, and inspiring a new generation of Indian travellers to explore the many dimensions of the Rainbow Nation.
About South African Tourism
South African Tourism is the official tourism marketing agency of the South African government. Its mandate is to promote South Africa as a preferred destination for leisure, business and events tourism, while supporting inclusive economic growth, sustainable job creation and the long-term development of the country’s tourism sector.
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