(Posted 02nd March 2025)
A major step forward in deepening Africa-India tourism and trade relations was taken in Mumbai last month, with the launch of India Indaba—a first-of-its- kind joint venture dedicated to helping African tourism brands expand their footprint in India and building on the launch of Trusted Tour Operator Scheme.
Spearheaded by Jon Danks, former Chairman of Star Alliance (UK) Marketing and ex-CEO of the African Travel and Tourism Association (ATTA), alongside Pranav Kapadia, Founder and Director of Global Destinations, India Indaba aims to provide tailored sales, PR, digital marketing, and event solutions. By leveraging decades of industry expertise and deep market insights, this collaboration promises to bridge African tourism brands with India’s leading tour operators and travel agents.
Danks, who attended OTM in Mumbai to strengthen ties with Indian operators, emphasized that Africa is increasingly capturing the interest of Indian travelers, particularly in East Africa. “There is already a growth in commercial momentum in India focused on Africa. Compared to last year, visually it is evident there is a much stronger presence here from operators from Tanzania, and new, fresh investment from Uganda. For South Africa, a simplified Visa process, coupled with stronger airlift connections, has the potential to drive unparalleled growth which inevitably has a
halo effect on the entire region.”
South Africa has already taken strategic steps to facilitate travel from India with the launch of the Trusted Tour Operator Scheme (TTOS) in January 2025. Introduced by South Africa’s Department of Home Affairs, this initiative simplifies and expedites visa processing for tourists from India and China. This program aims to boost tourism by simplifying the visa application process, thereby attracting more visitors from these significant markets. One of the key features of TTOS, is the simplified Visa process where vetted tour operators can submit group visa applications through a secure digital platform, eliminating the need for individual tourists to visit embassies, fill out forms, or stand in queues.
Danks highlighted that TTOS has laid the foundation for increased travel and a boost to sales from the India market. He had strong discussions with the President of the Travel Agents Association of India (TAAI), during the association’s 75th-anniversary celebrations. “There is an excitement among many TAAI members around the growth of southern Africa, a point also echoed in conversations with several of the vetted TTOS members. Since my original meeting with Patricia de Lille South African Tourism Minister, the scheme has laid a foundation which alongside established MICE and premium leisure ground products, will signal a strong future to open-up reciprocal market growth. It’s my honour to work alongside Pranav on the launch of India Indaba a venture dedicated to supporting African brands seeking access to leading operators and agents across India, and to support sales growth”.
Future Growth: A Stronger India-Africa Connection
India Indaba’s launch comes at a time when Africa is increasingly investing in the Indian market.
The growing interest from Indian travelers, combined with the upcoming ICC Cricket World Cup in 2027, set to be hosted in South Africa, Zimbabwe, and Namibia, is expected to further strengthen commercial ties with India; a country with strong historical connections, a population of 1.6 billion+, and a profound love of cricket.
The launch of India Indaba in Mumbai, followed Danks’ invitation to speak in Beijing in October 2024 at China’s leading outbound tourism event, where he discussed the rising demand for African travel from Asian markets and investment opportunities from China. For more information visit www.indiaindaba.com or email info@indiaindaba.com.
