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Gauteng Headlines ATI 2025 with a Winning Formula of Sports and Culture

Rethabile Nyelele12 May , 2025

Africa’s Travel Indaba (ATI) remains one of the continent’s most powerful tourism marketing showcases. It is also a top-three “must-visit” event on the global travel calendar. The ATI 2025, scheduled for May 2025 in Durban, carries even more weight. This is because South Africa is now set to host the prestigious G20 World Leaders Summit. ATI 2025 is more than a trade show – it’s an international stage to display our country’s capacity to host major events. It also reinforces Brand South Africa and the African continent as premier destinations.

A Continental Powerhouse of Tourism Exchange

With over 690 tourism buyers attending from 22 global markets and more than 25 African nations represented, ATI is the single largest trade platform for South Africa’s tourism industry. For four days, Durban will pulse with activity. Global tourism operators, buyers, speakers, airlines, media, and hospitality brands will gather. They aim to drive African tourism recovery and commercial expansion.

More than just a trade exchange, ATI has become a breeding ground for innovative ideas and powerful partnerships. This is especially true in emerging segments like sports tourism, wellness travel, and cultural experiences.

Sports Tourism in the Spotlight

As part of the broader Africa’s Travel Indaba programme, the Sports, Arts, Culture & Wellness Panel will take place on Tuesday, 13 May 2025, from 14:00 to 16:00 at the ICC Media Centre. This session will explore how South Africa’s rich sporting legacy and vibrant cultural industries can serve. They are considered a foundation for tourism innovation and growth.

Panel Focus Areas Include:

The intersection of sports, music and tourism in building brand Africa
Event-based travel as a catalyst for economic recovery
The influence of broadcasting and sponsorships in destination marketing
Showcasing local arts, heritage sites and cultural movements
Promoting wellness and conscious travel experiences
Positioning heritage tourism through icons like Mandela
Expanding regional partnerships across borders

Panellists for the Session:

Kelvin Watt – Chairman, Nielsen Sport
Tumi Madisha – Head of Events, PRIMEDIA Broadcasting
Tshepo Kgobe – CEO, Gautrain Management Agency
Sthembiso Dlamini – CEO, Gauteng Tourism Authority (GTA)

Together, they bring a wealth of experience in media, tourism, mobility, and major event marketing. Each contributes to the dialogue around elevating South Africa’s tourism ecosystem through sports and culture.

Gauteng’s Tourism Arsenal on Display

The Gauteng Tourism Authority (GTA), as the province’s leading destination marketing body, sees ATI as a golden opportunity. It aims to amplify Gauteng’s unique tourism experiences across borders. With a calendar bursting with globally appealing events, the province is poised to lead in event-based tourism. Events include the Ultra Music Festival, Soweto Derby, Delicious Food & Music Festival, NBA Africa games, Test matches, PGA Golf Tournaments, and continental football tournaments.

Added to this is the newly launched Mandela Legacy World Heritage Sites Series. The reopening of the Sterkfontein Caves reinforces Gauteng’s position. It is a multifaceted tourism destination that celebrates heritage, culture, and global sporting relevance.

Key Sporting Events in Gauteng and South Africa – 2025

To further highlight the vibrancy of our sports tourism landscape, here is a curated list of notable sporting events taking place in Gauteng and across South Africa in 2025:

10 May: CGA Zet Sinqe Series – Road Running, Central Gauteng Athletics
11 May: Modderfontein Half Marathon – Inkamama High AC
17 May: Standard Bank AC Run – Standard Bank AC
24 May: UJ Future Run Walk (Discovery) – UJ Auckland Park
25 May: RAC 10km Road Race – Rand Athletic Club
6–7 September: South African 4×4 & Outdoor Show – Zwartkops Raceway, Pretoria
8 November: Virgin Active Ride Joburg – Cycling event for the whole family
14–16 November: Ride The Cape 2025 – Mountain Biking, Western Cape
26 October: TinMan Joburg #5/ TTA Champs – Road Triathlon, Gauteng North
2 November: Quaggas Fitness Festival – Duathlon, Western Cape
9 November: Prime View Open Water Swim #4 – Open Water Swimming, Central Gauteng

ATI 2025 Positioning for the Future

ATI 2025 is not just about tourism marketing; it’s a high-stakes platform to showcase our ability to co-create globally appealing experiences. As we gear up to host the G20 Summit, events like ATI become a prelude. They demonstrate world-class event hosting capabilities and the seamless blending of arts, culture, wellness, and sports into our tourism value chain.

In the face of growing competition, South Africa – and Gauteng in particular – is ready to lead the continent. It aims to shape a dynamic visitor economy. By leveraging platforms like ATI, our country has the chance to shout, support, and share the best of Africa with the world.