South Africa Eyes Mexican Market Growth with Three-Year Tourism Action Plan
South Africa is actively targeting Mexico as a priority growth market, with Tourism Minister Patricia de Lille meeting Mexico's Vice Secretary of Tourism, Dr Nathalie Desplas Puel, the Secretary of Tourism of Mexico City, Alejandra Frausto, and more than 40 leading Mexican tour operators during the opening week of the FIFA World Cup 2026. The engagements, held in Mexico, focused on showcasing South Africa's tourism offering and the country's new Electronic Travel Authorisation (ETA) system, which allows Mexican travellers to apply online and receive authorisation within 24 hours. Arrivals from Mexico have grown at an average rate of 13 per cent over the past three years, rising from approximately 4,500 in 2023 to 5,100 in 2025.
Building on a 2014 bilateral MoU currently under review, the two countries have agreed to a three-year Tourism Action Plan (2026 - 2029), covering joint destination marketing, sports and culture tourism, trade fair participation and expanded air connectivity. South Africa is already strengthening its Latin American links, with Spanish carrier Air Europa launching its inaugural direct Madrid - Johannesburg flight on 24 June 2026, and LATAM Airlines set to add three weekly direct flights between São Paulo and Cape Town in July. Both routes are expected to improve access for Mexican travellers and support broader tourism growth between Africa and Latin America.
Source: Ministry of Tourism South Africa