South Africa is using the FIFA World Cup 2026 programme in Mexico to strengthen its tourism presence in Mexico and the wider Latin American market.
South African Tourism, together with the Department of Tourism, is participating in the programme as part of a coordinated Team South Africa initiative aimed at promoting the country’s tourism offerings, culture, investment potential, and sporting heritage on a major global platform.
The initiative brings together South African Tourism, the Department of Tourism, Brand South Africa, the Department of Sport, Arts and Culture, the Department of International Relations and Cooperation, the South African Football Association, and the South African Embassy in Mexico.
As part of the programme, South Africa officially launched its presence at the Aldea Global Showcase on Wednesday, June 10. The event was attended by South Africa’s Ambassador to Mexico, Her Excellency Beryl Rose Sisulu, Minister of Tourism Patricia de Lille, Minister of Sport, Arts and Culture Gayton McKenzie, Minister of International Relations and Cooperation Ronald Lamola, representatives of Brand South Africa, and other Team South Africa partners.
The launch marked the start of South Africa’s destination promotion activities within the broader FIFA World Cup programme. It also highlighted the country’s strategy of using major global events to drive tourism growth, market development, and international engagement.
Minister of Tourism Patricia de Lille said Mexico is becoming an important growth market for South African tourism and forms part of the country’s wider strategy to expand its footprint across Latin America.
She noted that South Africa is seeing growing interest from Mexican travellers looking for long-haul experiences that combine wildlife, culture, adventure, gastronomy, and luxury tourism.
According to the Minister, the FIFA World Cup offers South Africa an important platform to engage directly with consumers, travel trade partners, media, and investors from across the region.
Through its participation in Mexico, South Africa aims to showcase itself as a world-class tourism destination while building partnerships that can support increased visitor arrivals, economic growth, and job creation in the years ahead.
South African Tourism’s activation at Aldea includes immersive visual content, destination information, trade engagement, and consumer interaction. The campaign is designed to highlight the country’s diverse tourism experiences, including wildlife, culture, gastronomy, adventure tourism, luxury travel, and sports tourism.
Beyond consumer-facing promotions, South African Tourism will also hold trade and media engagements with tour operators, travel agents, destination specialists, and media representatives.
The campaign will also promote South Africa’s Electronic Travel Authorisation system, an enhanced digital travel facilitation platform being developed in partnership with the Department of Home Affairs to provide a safer and more seamless travel experience for international visitors.
South Africa says its participation in the FIFA World Cup 2026 programme demonstrates the value of collaboration between government and industry stakeholders, while positioning tourism, sport, culture, and diplomacy as tools for international engagement and economic growth.
Still have some travel questions? Ask in our Travel WhatsApp Group .
Want travel tips and news sent directly to you on WhatsApp? Join our Travel WhatsApp Channel .
