Tourism expos aren’t usually known for having flavour—but the 5th annual Mpumalanga Tourism Expo managed to bring both business and buzz to the Riverside Mall in Mbombela this past weekend.
From 77 exhibitors (a 32% jump from last year) to international hosted buyers scouting Mzansi’s hidden gems, the three-day showcase proved that Mpumalanga isn’t just a destination, it’s becoming a lifestyle brand of its own.
Beyond brochures and business cards
Day one kicked off with a golf day at White River Country Club (because apparently, in tourism, deals can be sealed on the green). But by Friday, the vibe had shifted. An inaugural industry talk and speed marketing sessions saw more than 70 tourism products pitching themselves, Shark Tank–style, to potential buyers.
One of the standout moves? 37 high school students were whisked off to Manyeleti Game Reserve for an overnight experience that included a fireside boma dinner and a lesson in food etiquette from celebrity chef Unathi. It was less about forks and knives, more about showing the next generation that tourism isn’t just a playground for adults: it’s a career path, a cultural treasure chest, and yes, an economic lifeline.
The gold mine metaphor (that actually makes sense)
“Tourism is Mpumalanga’s second gold mine,” declared Jakada Holdings CEO Xolani Mthethwa. For once, the cliché hit home. The expo is estimated to have injected over R55 million into the provincial economy, proof that the sector isn’t just about selfies at God’s Window, but also jobs, SMEs, and fresh opportunities for youth.
MTPA Board Chairperson Fish Mahlalela echoed the same sentiment, praising the diversity of local exhibitors, from safari operators and lodges to cultural experiences that showcase the province’s personality. He also reminded visitors that Mpumalanga’s reach stretches beyond provincial borders, drawing crowds from Limpopo, KZN, Lesotho, and even the Kingdom of Eswatini.
The culture of connection
What made this expo different was its mix of high-level deal-making and public accessibility. Families could casually browse tourism stalls while shopping at Riverside Mall. Influencers mingled with lodge owners. Tour operators stood shoulder to shoulder with local crafters. It blurred the lines between commerce and community, showing how tourism is stitched into everyday life.
Looking ahead
As preparations already kick off for the 2026 edition, one thing is clear: the Mpumalanga Tourism Expo isn’t just an industry check-in. It’s becoming a calendar event that fuses business with culture, networking with lifestyle.
And if tourism really is the province’s second gold mine, then weekends like this prove that Mpumalanga knows how to shine without losing its authenticity.