Going beyond the popular hubs of Cape Town and Johannesburg, South African Tourism showcases lesser-explored regions to meet Surat’s growing appetite for customised travel experiences
SURAT | 01st DECEMBER 2025 – Marking another milestone in its journey to engage key travel trade partners across India, South African Tourism commenced its latest multi-city ‘Learn South Africa’ workshop series in Surat on 28 November 2025. Reflecting the steady rise in outbound interest from non-metro markets, the initiative will next move to Pune on 12 December 2025, resume in the new year with a session in Kolkata on 16 January 2026, and conclude with its final leg in Lucknow on 27 February 2026.
Strengthening its efforts to tap into the growing appetite for international travel across tier-2 cities, the workshop series is designed to offer travel trade partners deeper insights into South Africa’s diverse tourism experiences from cultural routes and adventure offerings to emerging regions beyond well-known favourites like Cape Town and Johannesburg. With rising demand from non-metro travellers seeking curated and immersive journeys, these workshops play a pivotal role in equipping partners with the knowledge and tools to craft personalised itineraries.
Through this multi-city initiative, South African Tourism aims to further enhance collaboration with the travel trade community, address on-ground challenges faced by partners, and ensure they are fully prepared to meet the expanding demand for South Africa as a preferred leisure and MICE destination. India continues to serve as one of the largest source markets for South Africa, with rising interest from emerging cities like Surat. Travellers from this region are increasingly seeking diverse experiences, including shopping, adventure, and cultural attractions. To cater to this growing demand, the workshop equips travel partners with the knowledge and tools needed to craft customised itineraries for Indian travellers, reinforcing South African Tourism’s goal of positioning the Rainbow Nation as a leading choice for both leisure and MICE travel.
Commenting on the successful event in Surat, Mr. Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism, stated: “Surat is rapidly emerging as a high-potential market for South African Tourism, driven by a growing base of affluent, well-travelled families and an entrepreneurial community that actively seeks new international destinations. Travellers from Surat have shown strong interest in experiences such as luxury shopping, wildlife encounters, adventure activities, and self-drive holidays all of which South Africa offers in abundance.
To tap into this evolving preference, we remain committed to strengthening our ties with travel agents in tier II and tier III cities, ensuring a wider spectrum of visitors can discover the very best of South Africa. Our engagement with Surat’s travel trade community has been extremely encouraging, and we are confident it will inspire more Indian travellers from the city to explore South Africa’s lesser-known regions. These workshops continue to be a key pillar of our strategy to showcase the depth and diversity of experiences our country offers beyond the traditional hotspots”.
Surat has witnessed a notable rise in leisure travel, contributing meaningfully to the growing footfall to international destinations. Similar to travellers from other dynamic Indian cities, Surat travellers are becoming increasingly savvy in seeking value-driven, experience-rich holidays. South Africa continues to gain traction among these travellers, supported by a favourable exchange rate where 1 ZAR equals approximately 5.21 Indian Rupees making long-haul travel more accessible.
The 11th edition of ‘Learn South Africa’ in Surat marks a key milestone in South African Tourism’s continued endeavour to strengthen its partnerships with India’s travel trade professionals. In line with the board’s strategic vision to position South Africa as a versatile and high-value destination, the Rainbow Nation continues to deepen its engagement in tier-2 cities, recognising their increasing influence in India’s outbound travel landscape.
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