Building on its ongoing efforts to deepen engagement with the Indian travel trade, South African Tourism has unveiled the 2025–26 chapter of its flagship ‘Learn South Africa’ (Learn SA) training programme. With a continued ambition to strengthen arrivals from India, this year’s edition focuses on expanding the tourism board’s footprint across high-potential tier-2 markets, equipping travel partners with updated insights, destination knowledge, and business-building tools to promote the Rainbow Nation more effectively.
Reflecting the steady rise in outbound interest from non-metro cities, the upcoming multi-city workshop series will kick off in Surat on 28 November 2025, followed by sessions in Pune on 12 December 2025. The initiative will resume in the new year with a session in Kolkata on 16 January 2026 and conclude in Lucknow on 06 March 2026. Through these sessions, South African Tourism aims to strengthen its collaboration with the travel trade community, address on-ground challenges faced by trade partners, and ensure partners are well-prepared to meet the growing demand for South Africa as a leisure and MICE destination.
As India maintains its position as one of South African Tourism’s top focus markets driven by growing spending power and increasing aspiration for long-haul travel, the tourism board continues to invest in regional outreach. Programmes like ‘Learn SA’ are pivotal in showcasing the country’s diverse attractions and enriching the market’s understanding, ultimately contributing to long-term tourism growth and a stronger India South Africa travel corridor.
Commenting on ‘Learn South Africa’ 2025 edition, Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism said “We are delighted to launch the 11th edition of “Learn South Africa” in India, a testament to our deepening commitment to this dynamic market. Strengthening our connection with Indian travellers remains a key priority for South African Tourism, and broadening our presence into newer regions is essential to this mission. This edition will take us to Surat, Pune, Kolkata, and Lucknow, where we aim to equip our travel trade partners with refreshed insights and robust destination knowledge. By showcasing South Africa’s rich experiences that extend far beyond the well-known gateways of Cape Town and Johannesburg, we hope to empower our partners to design distinctive, enriching itineraries and inspire Indian travellers to discover the country’s many vibrant and lesser-explored provinces”.
In line with South African Tourism’s vision to distribute traveller footfall more evenly across the nation, the upcoming Learn South Africa workshops will continue spotlighting hidden gems and lesser-explored regions beyond traditional favourites like Johannesburg and Cape Town. This approach empowers travel partners to curate fresh, distinctive itineraries for Indian travellers who are increasingly seeking new landscapes and immersive experiences across provinces such as Mpumalanga, Free State, Limpopo, and others.
Strengthening South African Tourism’s strong network of travel trade partners nationwide, the 11th edition of Learn SA is set to train more than 300 partners across four cities. As the third major activation this year, initiatives like Learn SA, the Corporate Think Tank, OTM Roadshow and the Annual India Roadshow 2025 highlight the tourism board’s continued commitment to Indian travellers and the Indian market.
