OPPORTUNITY: SA Tourism enterprises invited to apply for support to exhibit at ITB Berlin 2026
The Department of Tourism has opened applications for South African tourism enterprises seeking to exhibit at Internationale Tourismus Börse (ITB) Berlin 2026, one of the world’s largest and most influential travel trade shows. The event will take place from 3–5 March 2026 in Germany and serves as a vital global platform for driving trade, attracting investment, and expanding South Africa’s international market access.
ITB Berlin annually hosts more than 10,000 exhibitors from over 180 countries, attracts 114,000 trade visitors, and facilitates business deals worth €6.5 billion. For South African businesses aiming to grow their exports, secure partnerships, and increase destination visibility, the show remains one of the most strategic global stages available.
Through its International Market Access Support Programme (IMASP), the Department will provide financial and technical assistance to qualifying South African enterprises to ensure meaningful participation.
Why ITB Matters for South Africa’s Trade and Tourism Sectors
Participation in ITB Berlin gives South African businesses an opportunity to:
- Engage directly with global tourism buyers and international trade partners
- Position their offerings competitively within major global value chains
- Promote packaged experiences, accommodation services, attractions and events
- Boost export revenues and support the country’s broader economic recovery
- Drive new partnerships across Europe, Asia, and North America—regions that remain key tourism source markets and trade partners for South Africa
For SA Trade Desk, the programme reflects a core principle: expanding South Africa’s footprint in global markets is fundamental to strengthening trade flows, generating foreign exchange, and creating jobs across the tourism value chain.
Who Should Apply?
Businesses from all provinces may apply. However, in line with national transformation goals, preference will also be given to enterprises located in the Free State, Northern Cape, Eastern Cape, North West and Limpopo.
Eligible enterprises include:
1. Accommodation Providers (with valid TGCSA grading)
- Hotels and formally serviced accommodation
- Guesthouses
- Self-catering establishments
- Backpackers and hostels
- Game/nature lodges
- Camping and caravan sites
2. Travel & Related Services
- Inbound tour operators and destination marketing companies
- Conference and incentive travel organisers
- Inbound travel agents
3. Hospitality & Related Services
- Conference and meeting venues (not attached to hotels)
- Tourism attractions
Applicants must ensure they meet all eligibility requirements outlined in the DMASP guidelines.
What Financial Support Is Provided?
Selected enterprises will receive assistance covering:
- Accommodation (including breakfast) during the exhibition period
- Return economy flights (including connecting flights where required)
- Exhibition participation costs
- Reimbursement for road transport (250–350 km radius)
- Reimbursement for transport between airport and hotel
This support is paid directly to service providers, reducing financial burdens and enabling smaller tourism enterprises—particularly EMEs—to access global markets they may otherwise not reach.
Eligibility Requirements
To qualify under IMASP, enterprises must:
- Be a registered South African legal entity
- Be majority South African-owned
- Have an annual turnover below R45 million
- Have operated for at least one year
- Have participated in domestic platforms such as Meetings Africa or Africa Travel Indaba
- Be tax compliant
- Be an Exempt Micro Enterprise (EME) under the Tourism B-BBEE codes
- Have appropriate sector-specific insurance
- Be affiliated with recognised industry bodies (e.g., SAACI, EXSA, ICCA, SITE, SATSA, STEA, etc.)
- Have market-ready products capable of servicing groups of 50+ delegates
How to Apply
- Download and complete the DMASP application form from the Department’s website:
www.tourism.gov.za - Email the application and all supporting documents to:
tipapplications@tourism.gov.za
Subject line: ITB 2026 - Applicants will receive a unique reference number within three working days.
Documents required:
- Comprehensive company profile
- Central Supplier Database (CSD) registration report
- Proof of insurance
- Proof of turnover (audited financials or accountant’s letter)
- Proof of Tourism B-BBEE compliance
Only complete applications submitted between the opening date and the closing date will be assessed.
Strengthening South Africa’s Global Tourism Trade Presence
The IMASP support for ITB 2026 is part of the Department’s wider strategy to deepen South Africa’s competitiveness in global markets, expand the geographic spread of tourism exports, and stimulate inclusive sector growth. By enabling more tourism enterprises to participate in major international trade platforms, South Africa strengthens its ability to attract visitors, diversify export earnings, and secure strategic partnerships that contribute to the country’s economic resilience.
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