The road to Africa’s Travel Indaba 2026 officially kicked off with mud, mountain air and adrenaline as media and content creators arrived in Clarens for the first leg of the Tourism Media Road Trip, and the small Free State town wasted no time proving why it remains one of South Africa’s most loved travel destinations.
Known as the “Jewel of the Free State,” Clarens has quietly built a reputation as the perfect escape for travellers looking for a mix of adventure, art, nature and small-town charm.
Nestled at the foot of the Maluti Mountains, the town attracts everyone from weekend road trippers and hikers to artists, food lovers and thrill seekers. And for the group heading toward Africa’s Travel Indaba, it became the ideal starting point to showcase the diversity of South African tourism experiences.
The trip began at Clarens Xtreme, where the media and creators traded city routines for quad bikes, harnesses and helmets. What followed was a high-energy day packed with dusty trails, dramatic mountain views and plenty of screams echoing across the valleys.
The quad biking experience sent riders through rugged terrain, rocky paths and muddy corners while offering panoramic views of the surrounding mountains. Every stop became a photo opportunity as creators scrambled to capture the perfect shot against Clarens’ striking natural backdrop. Whether confidently racing ahead or nervously navigating the trails, everyone quickly embraced the adventurous spirit that has made Clarens a hotspot for outdoor tourism.
Then came the ziplining — easily one of the day’s biggest highlights.
Suspended high above the landscape, participants launched themselves across the mountain scenery, equal parts terrified and exhilarated. The experience offered not only an adrenaline rush but also a completely different perspective of the area’s beauty, with rolling hills and sandstone cliffs stretching into the distance.
But what makes Clarens stand out goes beyond adventure activities.
The town has become a tourism favourite because of how effortlessly it blends relaxation with experience-driven travel. Just minutes away from extreme activities are art galleries, boutique guesthouses, craft beer spots and cosy cafés lining the streets of the town square. The destination has positioned itself as both an adventure hub and a cultural retreat, making it attractive to a wide range of travellers.
For content creators and media, Clarens offered endless storytelling opportunities. One moment the group was speeding through muddy trails, and the next they were sipping coffee at local cafés and having lunch at the towns restaurant, Clementines. The contrast is part of the town’s appeal: it caters equally to adrenaline seekers and slow travellers wanting a peaceful mountain-town atmosphere.
The Tourism Media Road Trip itself forms part of the build-up to Africa’s Travel Indaba, one of the continent’s biggest tourism trade events. The initiative aims to expose media and digital creators to destinations across the country while encouraging authentic storytelling around local tourism experiences.
And Clarens delivered exactly that.
More than just a stopover, the town became a reminder of the kind of domestic tourism experiences increasingly attracting modern travellers,immersive, scenic, experience-led and highly shareable. It also highlighted how smaller towns continue to play a major role in South Africa’s tourism economy by offering visitors unique alternatives to traditional city travel.
As the road trip continues toward Durban for Africa’s Travel Indaba, Clarens has already set the tone for what lies ahead: adventure, culture, connection and the rediscovery of destinations that continue to shape South Africa’s tourism story.