27 February 2026
The Southern African Development Community (SADC), in partnership with Boundless Southern Africa, will highlight progress in regional tourism integration and sustainability at ITB Berlin 2026.
A high-level side event on 4 March 2026 will bring together tourism officials, private sector leaders, development partners and media to review progress under the SADC Tourism Programme 2020–2030 and discuss priorities for strengthening tourism competitiveness across Southern Africa.
Supported by the German Government and the European Union and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), the event will showcase collaborative initiatives designed to improve regional travel and promote sustainable tourism development.
The SADC Tourism Programme 2020–2030 provides a coordinated roadmap for tourism development across the region. Since its adoption, SADC and its Member States have made progress on a number of regional initiatives aimed at improving connectivity and visitor experience.
Key developments include:
SADC has also supported the creation of the Southern African Tourism Alliance (SATA), a regional association promoting responsible travel to and within Southern Africa.
Marygoreth Mushi, Programme Officer for Policy and Market Development at the SADC Secretariat, emphasised the importance of collaboration:
“Regional cooperation remains central to unlocking tourism’s full potential as a driver of inclusive growth, employment, and environmental stewardship across Southern Africa.”
As the Tourism Programme moves into its next phase, priority will be placed on developing practical tools to support tourism growth and sustainability across the region.
These include the continued development of the SADC Tourism UniVisa, a regional Tourism Barometer, a Tourism Sustainability Framework, and initiatives to strengthen tourism development in Transfrontier Conservation Areas.
The ITB Berlin side event provides an opportunity to present Southern Africa as a coordinated tourism region and to engage international stakeholders on the future of sustainable tourism development.
Heading to ITB Berlin 2026?
Be sure to stop through to see Africa’s Eden and our members in Hall 21 – Stand 127.
