When the doors opened at the Internationale Tourismus-Börse (ITB) in Berlin last week, the vibrant spirit of Mpumalanga was well represented by Netto Maluka, Dzunisani Hlongwane and Khosi Mthalane.

These Lowveld tourism entrepreneurs were selected to represent the “Place of the Rising Sun” at this premier global travel trade expo.

They formed part of a group of 22 chosen from across the country to represent South Africa and showcase their companies.

Maluka, who owns Mbombela Experience Tours & Safaris in Likazi, said he and his cohorts aimed showcase Mpumalanga’s SMMEs and drive global travel traffic to the province.

Hlongwane and Mthalane are the respective owners of VOMBA Tours & Safaris in Bushbuckridge and Hotel 247 in White River.

The expo was an ideal platform to promote the beauty of SA’s cultural diversity while creating strong business relationships with agents and converting enquiries to bookings. Hlongwane said the expo targets the European market. VOMBA was pitching ‘authentic village tours’, which include more than just typical game drives.

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Culinary tours offer visitors local cuisine. Traditional rituals and visits to local sangomas are also part of VOMBA’s packages as is the opportunity for tourists to participate in warrior dances and village life, showcasing the spirit of Ubuntu across the communities bordering the Kruger National Park. “Our target is to host at least 10% of German tourist arrivals in SA,” he said.

Representing the accommodation sector Mthalane of Hotel 247 in White River, said her business proves that luxury and excellence aren’t reserved for major cities.

“Operating in White River keeps me grounded in service excellence. Transitioning to the global stage was a unique opportunity to showcase world-class hospitality in Mpumalanga. I see this event as a stepping stone for carrying our local story to a global audience.”

Mthalane hopes to establish Hotel 247 as a high-end option in specially-curated European travel packages. She brought back the latest international service standards and digital distribution innovations. The expo also provided her with insight into eco-conscious trends shaping European travel.

The Acting CEO of South African Tourism (SAT), Dr Shamilla Chettiar, said the delegation was selected to accelerate economic growth.

With a record-breaking 10.5m international visitors to SA in 2025, SAT is on a mission to convert global interest into tangible economic impact. The initiative was supported by the Tourism Incentive Programme and led by the Deputy Minister of Tourism, Maggie Sotyu.

The expo offered South African SMME owners a rare opportunity to network with international buyers and reach global distribution initiatives. For many of these businesses, this was a real shot at growing beyond SA.

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ITB Berlin is one of the world’s leading global leisure platforms, allowing tourism businesses to deepen trade partnerships, unlock expanded market access and grow destination awareness across Europe and key international markets.

SA’s participation aligns with the Tourism Growth Partnership Plan, prioritising co-ordinated marketing and ease of access, as well as inclusive participation to unlock tourism’s full economic potential. Tourism remains one of SA’s most impactful sectors.

Every international arrival contributes to direct foreign spend, supporting SMMEs and sustaining livelihoods nationwide.

This is in line with the Department of Tourism’s vision: “Leading sustainable tourism development for inclusive economic growth in SA.”
Commenting on SA’s participation, Sotyu said: “ITB Berlin was a strategic platform for South Africa to convert global interest into tangible economic opportunity. Our presence ensured SA remains competitive, visible and confidently positioned across the global tourism marketplace.