JOHANNESBURG, June 14 (Xinhua) -- South Africa is promoting its tourism offerings in Mexico during the opening week of the FIFA World Cup 2026, Ministry of Tourism said Sunday.
South African Minister of Tourism Patricia de Lille met with Mexico's Vice Secretary of Tourism Nathalie Desplas Puel and Mexico City Secretary of Tourism Alejandra Frausto to showcase South Africa as a travel destination, the department said in a statement.
De Lille also met with more than 40 leading Mexican tour operators to promote South Africa's tourism offerings and highlight the benefits of the country's Electronic Travel Authorization (ETA) system.
The department said Mexico, with a population of more than 130 million and a rapidly growing middle- and upper-income traveler segment, has been identified as one of South Africa's priority growth markets.
South Africa has already seen encouraging growth from the Mexican market, with arrivals from the country increasing at an average rate of 13 percent over the past three years, according to the department.
The introduction of the ETA system is expected to further accelerate this growth by making travel to South Africa faster, simpler and more accessible for Mexican travelers.
"Ease of access is one of the most powerful drivers of tourism growth, and we are already seeing strong interest from key international markets," De Lille said.
An ETA is a digital authorization that allows eligible travelers from visa-required countries to travel to South Africa for tourism or visitor purposes without the need for a traditional visitor's visa, according to the department.
Building on a 2014 memorandum of understanding between the two governments, which is currently under review, the two sides have agreed to a three-year Tourism Action Plan from 2026 to 2029 to stimulate travel and tourism growth, it said.
Priority areas include joint destination marketing, sports and culture tourism promotion, participation in tourism trade fairs, knowledge sharing, and the expansion of air connectivity.
De Lille also highlighted South Africa's efforts to expand its international air network. According to the department, Spanish carrier Air Europa will launch its inaugural direct flight between Madrid and Johannesburg on June 24, while Brazilian carrier LATAM Airlines will add three weekly direct flights between Sao Paulo and Cape Town in July.
"Stronger connectivity creates stronger tourism flows, deeper people-to-people ties, and greater economic opportunities," she said.
The department said the new routes would strengthen South Africa's connectivity with Latin America and Europe and create additional opportunities to attract visitors from Mexico. ■