BENGALURU, 09 February 2026 – Following a high-impact opening at OTM Mumbai, South African Tourism has successfully concluded the Bengaluru leg of its Annual India Roadshow. The event underscored India’s escalating importance as a primary source market, focusing on high-growth sectors including leisure, corporate, and MICE (Meetings, Incentives, Conferences, and Exhibitions) travel.
Strategic Engagement and Market Insights
Led by Ms. Mitalee Karmarkar, Marketing and Communications Manager (MEISEA), the roadshow featured over 40 South African exhibitors showcasing a diverse portfolio of travel products. The event drew more than 235 Indian trade agents, providing a vital platform for networking, sharing market insights, and identifying new business opportunities.
During the event, Ms. Karmarkar highlighted the evolving nature of the Indian traveler. “India continues to be a priority growth market for South African Tourism, driven by strong interest in family travel, experiential holidays, and premium segments,” she noted. She further observed that modern Indian travelers are increasingly leveraging AI-powered tools for trip customization and are showing a newfound curiosity for exploring regions beyond traditional tourist hotspots.
Bengaluru: A Tech-Savvy Source Market
Bengaluru has emerged as a cornerstone of South Africa’s India strategy. The city’s demographic is characterized by digitally savvy, experience-driven travelers who are comfortable navigating long-haul destinations.
“Travellers from Bengaluru are increasingly seeking personalized, well-paced itineraries that blend iconic experiences like safaris with lesser-explored hidden gems,” Ms. Karmarkar added.
By deepening engagements with local trade partners, South African Tourism aims to convert this high potential into increased visitor numbers, specifically targeting adventure seekers and wildlife enthusiasts.
Looking Ahead: 2026 and Beyond
The roadshow is part of a broader multi-city initiative, with the next stop scheduled for Ahmedabad on 10th February. The overarching goal for South African Tourism is to return to pre-pandemic traveler volumes by the end of 2026.
The strategy includes:
- Targeted Outreach: Tailoring experiences for specific traveler profiles.
- Infrastructure & Events: Leveraging major global events, such as the 2027 ODI World Cup, to showcase South Africa’s diverse attractions.
- Trade Collaboration: Driving conversion through innovative marketing and sustained trade partnerships.
As the marketing arm of the South African government, the tourism board remains committed to driving inclusive economic growth through sustainable tourism. By positioning the “Rainbow Nation” as a must-visit destination for 2026, South Africa continues to strengthen its cultural and economic ties with the Indian market.
