The Free State Tourism delegation returned from Africa’s Travel Indaba 2026 with renewed partnerships and fresh opportunities to position the province as a competitive tourism destination on the global stage.
Held from 11 to 14 May at the Inkosi Albert Luthuli International Convention Centre in Durban, the annual trade show brought together nearly 10 000 delegates from across the tourism industry to drive trade, investment, and collaboration across Africa.
Representing the province at the event were Free State tourism authority chairperson Jack Tladi, board member Rev Thabiso Mashiloane, and acting CEO Obakeng Seseane, who led engagements with international tourism stakeholders, buyers, investors, and government representatives throughout the four-day event.
“By reaching out to our neighbours and international stakeholders, we are ensuring that the Free State remains a top-of-mind choice on global itineraries, proving that our province is truly a destination to go to, not just through.”
The delegation focused on ensuring that the Free State remains part of key international tourism itineraries while opening doors for local SMMEs to access wider markets and investment opportunities.
One of the highlights of the event was a strategic engagement between the Free State delegation and Zambia’s Minister of Tourism, where discussions centred around cross-border collaboration, sharing best practices, and creating seamless travel experiences for international visitors travelling within the African continent.
The meetings formed part of this year’s theme, “Unlimited Africa,” which encouraged stronger partnerships and greater integration within Africa’s tourism economy.
At the Free State exhibition stand, local exhibitors held back-to-back meetings with international and domestic buyers, travel agents, and tour operators. The province showcased a diverse range of tourism offerings, including adventure tourism operators, safari and game farm experiences, heritage and cultural attractions, and luxury accommodation establishments.
According to the delegation, these engagements are critical in growing tourism and creating economic opportunities within local communities. “These meetings with various nations and international organisations are a core part of our mission to ensure the Free State is included in global tourism itineraries. By forming new partnerships and strengthening existing ones, we are opening doors for our SMMEs to access wider markets and investment opportunities.”
The Free State Tourism team said the event once again demonstrated that the province is more than just a stopover destination, but a world-class tourism destination with unique experiences, rich culture, and untapped potential.
Compiled by Gypseenia Lion
