Lucknow – South African Tourism has successfully concluded the 11th edition of its flagship ‘Learn South Africa’ workshop series, with the final leg held in Lucknow on March 31, 2026.
The workshop engaged over 70 travel trade professionals, marking a significant step in strengthening partnerships with India’s growing outbound travel market, particularly in tier-2 cities.
Focus on Emerging Travel Markets
The multi-city initiative is part of South African Tourism’s strategy to tap into the rising demand for international travel beyond metro cities. Lucknow, in particular, has emerged as a key source market, with travellers showing strong interest in experiential and immersive travel.
The workshop provided in-depth insights into South Africa’s diverse offerings, including cultural tourism, wildlife experiences, scenic landscapes, adventure travel, and MICE opportunities.
Enhancing Trade Engagement
Through this initiative, South African Tourism aims to equip travel partners with destination knowledge and practical tools to design customised itineraries. The programme also addressed market-specific challenges and focused on strengthening readiness among travel agents to meet evolving consumer preferences.
Growing Demand for Experiential Travel
Travellers from Lucknow are increasingly seeking experience-led holidays that combine culture, heritage, wildlife, and premium leisure. This trend is driving demand for destinations like South Africa, which offer a blend of nature, adventure, and luxury travel experiences.
Strengthening India–South Africa Tourism Ties
Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East, South African Tourism, said:
“We are strengthening collaboration with travel agents in key markets like Lucknow through enhanced destination knowledge and itinerary planning support. The engagement has been highly encouraging and is expected to drive greater interest in South Africa as a leading leisure and MICE destination.”
Driving Future Growth
The ‘Learn SA’ initiative underscores South African Tourism’s commitment to expanding its footprint in India and building strong trade relationships. By focusing on tier-2 cities, the organisation aims to unlock new growth opportunities and increase outbound travel to South Africa.
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