South Africa Captures Hearts at Vakantiebeurs 2025

South African Tourism (SAT) made waves at Vakantiebeurs 2025, held from January 8 to 12 in Utrecht, Netherlands. The premier travel expo saw SAT and 19 travel trade members present South Africa’s diverse and sustainable tourism offerings to Dutch travelers. With a spotlight on authenticity, adventure, and responsibility, South Africa captivated attendees and solidified its position as a must-visit destination.

A Platform for Global Exposure

Vakantiebeurs, attracting over 60,000 annual visitors, serves as a key stage for South African tourism product owners to connect with Dutch travel professionals and travelers. This event offers opportunities to showcase unique travel experiences while fostering partnerships with Dutch travel operators, enabling long-term growth and collaboration in the travel sector.

Supporting Small Tourism Businesses

An outstanding aspect of South Africa’s participation was the inclusion of ten small businesses, backed by the South African government’s Tourism Incentive Programme. These businesses highlighted diverse travel experiences, from wildlife safaris and cultural tours to adventure tourism. This initiative not only showcased the country’s rich offerings but also empowered emerging enterprises to access international markets.

The Netherlands: A Strategic Market for South Africa

The Netherlands holds a strategic place in South Africa’s tourism priorities, being its third-largest European market. Dutch travelers are known for their love of authentic, off-the-beaten-path experiences, making South Africa a top choice. Abby Jacobs, Interim Head of South African Tourism’s North Europe source market, emphasized the importance of Vakantiebeurs in strengthening South Africa’s appeal among Dutch travelers.

Emphasizing Sustainability and Cultural Immersion

Sustainability remained at the forefront of SAT’s presentation. By choosing South Africa, Dutch travelers can directly contribute to local communities, support small businesses, and promote eco-conscious tourism. From thrilling safaris in Kruger National Park to exploring the Cape Winelands, Dutch visitors discovered opportunities for responsible travel while immersing themselves in South Africa’s breathtaking landscapes and vibrant culture.

Offering Unique Adventures and Experiences

Adventure seekers were drawn to South Africa’s thrilling activities such as shark cage diving, bungee jumping, and iconic hikes through the Drakensberg Mountains. Meanwhile, wine lovers explored the Cape Winelands, known for its scenic beauty and exceptional vintages. Each experience promises visitors unforgettable memories, blending excitement and cultural richness.

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