South African Tourism concluded its multi-city ‘Learn South Africa’ initiative with its final leg held in Lucknow on March 31, 2026. The 11th edition of the workshop in the city marked an important milestone in the tourism board’s continued efforts to strengthen partnerships with India’s travel trade professionals.
Designed to tap into the growing appetite for international travel from tier-2 cities, the workshop series provided travel partners with deeper insights into South Africa’s diverse tourism offerings. From cultural routes and adventure experiences to emerging regions, the sessions aimed to equip agents with better destination knowledge and practical tools to design more meaningful itineraries for their clients.
Through this initiative, South African Tourism is deepening engagement with the travel trade community, addressing market-specific challenges, and strengthening partner readiness to capitalise on the rising demand for South Africa as a preferred leisure and MICE destination.
India continues to be a key source market for South African Tourism, with travellers from Lucknow showing increasing interest in immersive, experience-led holidays that combine culture, heritage, wildlife, scenic landscapes, and soft adventure, along with premium leisure and incentive travel.
The workshop helped equip travel partners with destination knowledge and itinerary planning insights tailored to Lucknow’s evolving travel preferences, further reinforcing South Africa’s positioning for both leisure and MICE travel.
Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism, said, “To cater to this demand, we are strengthening collaboration with travel agents in key markets like Lucknow through enhanced destination knowledge and itinerary planning support. Our engagement with the city’s travel trade community has been highly encouraging and is expected to drive greater interest in exploring South Africa beyond traditional entry points, reinforcing its appeal as a leading leisure and MICE destination.”
