Africa’s Travel Indaba 2026, the Midlands Meander and Drakensberg are embracing technology and personal touch to redefine travel experiences.
Image: Midlands Meander/Facebook
At Africa’s Travel Indaba 2026, the story unfolding within the KwaZulu-Natal pavilion is one of sophisticated evolution. The province’s premier inland destinations, the Midlands Meander and the Drankensburg are redefining the traveler’s journey by turning traditional transit routes into immersive, tech-driven experiences.
The common thread between these two regional giants is a move toward intentional tourism: a shift from being "places you pass through" to becoming comprehensive route experiences where the journey itself is the destination. However, this ambition comes with a dose of "honest truth" regarding the hurdles that remain on the path to total recovery.
The Midlands Meander, which celebrates its 40th anniversary this year, is proving that a heritage brand can lead the digital charge. Della Rosenberg, Marketing and Brand Manager for the Association, highlighted that while the route was founded in 1985 on the charm of "meeting the makers"; its future is firmly mobile.
"We want to make sure the story of our rich landscape gets out there," Rosenberg said. To do this, the Association has launched a dedicated Midlands Meander app, designed to help visitors navigate the 120-plus businesses with ease.
Yet, this route experience hasn't been without its scars. Rosenberg noted that during the pandemic, membership plummeted to just 20 businesses as owners fought to keep their doors open. While they have bounced back to 120 members, a new challenge has emerged: the "drive-by" culture.
"People often land in Joburg and drive straight to the beach, or stay in Durban and head directly to the Berg," she explained. The mission now is to use the app to pull people off the N3 and back onto the winding country roads they might otherwise overlook.
While the Midlands focuses on the "slow travel" of its roads, the Drakensberg Experience is doubling down on activity. Sinothile Khumalo, representing the central and northern reaches of the Berg, noted that the region has moved far beyond being a scenic backdrop, boasting 145 members offering everything from hot air ballooning to the world-renowned Drakensberg Boys Choir.
As a dedicated route experience, the "Berg" offers a seamless flow of activities, but this is sometimes hampered by the very thing that connects it to the world: infrastructure.
"To speak the honest truth, the access roads remain our biggest challenge," Khumalo admitted. She pointed out that while the hotels are full and the resorts are world-class, the state of the roads, specifically, potholes can ruin the first impression for travelers arriving in luxury vehicles. It is a hurdle the association is determined to overcome to ensure the journey matches the five-star views of Tugela Falls.
Perhaps the most inspiring takeaway from Indaba is how both regions are measuring success. Gone are the days of simply counting business cards. Today, it’s about collaboration and connection within these established routes.
"We believe in experience," Khumalo noted, a sentiment echoed by Rosenberg. By bringing travel operators directly onto the soil to see the Nelson Mandela Capture Site or the peaks of the Amphitheatre, KZN is ensuring that its tourism sector is not just surviving, but thriving.