SADC to Spotlight Regional Tourism Integration and Sustainability Gains at ITB Berlin 2026
The Southern African Development Community (SADC) Secretariat, in partnership with Boundless Southern Africa (BSA), will showcase progress in regional tourism integration and sustainability at ITB Berlin 2026, the world’s leading travel trade fair.
A high-level side event scheduled for 4 March 2026 will provide updates on the implementation of the SADC Tourism Programme 2020–2030. The event is supported by the European Union and the Government of Germany, and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ).
The session will convene tourism authorities, private sector leaders, investors, development partners and media representatives to review regional progress in tourism development and conservation, while identifying priorities to enhance Southern Africa’s global competitiveness.
SADC is expected to highlight achievements under the Tourism Programme, including advances towards a regional Tourism UniVisa to ease cross-border travel, a regional air access strategy to improve connectivity, and a tourism disaster risk management and communication framework to strengthen resilience.
Progress in promoting Transfrontier Conservation Areas (TFCAs) as flagship tourism assets and the establishment of the Southern African Tourism Alliance will also be showcased.
Commenting on the event, Marygoreth Mushi, Programme Officer for Policy and Market Development at the SADC Secretariat, said regional cooperation remains key to unlocking tourism’s potential as a driver of inclusive growth, job creation and environmental stewardship across Southern Africa.
Looking ahead, SADC will focus on rolling out critical tools including the Tourism UniVisa, a regional Tourism Barometer, a Tourism Sustainability Framework, and targeted strategies to expand tourism markets linked to TFCAs.
ITB Berlin provides a strategic global platform for SADC to engage international stakeholders, attract investment and position Southern Africa as a unified, sustainable and competitive tourism destination.
