Following a successful roadshow kick-off at OTM Mumbai, South African Tourism has now successfully completed the Ahmedabad leg of its Annual India Roadshow, continuing its focused engagement with the Indian travel trade and reinforcing India’s growing importance as a key source market for South Africa. Led by Ms. Mitalee Karmarkar, Marketing and Communications Manager (MEISEA) the roadshow serves as a strategic platform for industry collaboration, insights into evolving traveller behaviour, and the identification of new business opportunities across leisure, corporate and MICE travel segments.Featuring over 40 exhibitors presenting a diverse range of offerings, the roadshow drew participation from over 250 Indian travel trade agents in Ahmedabad. Continuing its focused engagement with the Indian market, the multi-city initiative will next move to Kolkata on 11th February2026, further strengthening trade collaborations and encouraging outbound travel to South Africa. Sharing her perspective at the roadshow, Ms. Karmarkar said, “India continues to be a priority growth market for South African Tourism, driven by strong interest across family travel, experiential holidays, and premium travel. Indian travellers today are also planning differently, using AI-powered tools to research and customise their trips, travelling more occasionally, and showing a growing willingness to explore destinations beyond traditional favourites. This shift in traveller behaviour reflects a more confident and curious audience, and it opens up new opportunities to highlight lesser-known regions and experiences across South Africa She further added, “Ahmedabad has emerged as an important source market for South Africa in India,with both leisure and business travellers from the city showing a strong interest in diverse, experience-ledjourneys. These travellers are increasingly confident in exploring long-haul destinations and seek abalance of culture, nature, immersive experiences, and opportunities to combine business with leisure.Through the roadshow, we aim to strengthen our engagement with Ahmedabad’s travel trade andfurther enhance South Africa’s visibility and appeal in the market.”