South Africa’s travel and tourism sector is in a strong recovery phase in 2025 – marked by a record-setting number of jobs and growing domestic spending, according to the Tourism Trends in South Africa 2025 report.
While the sector’s total economic contribution is approaching – though not yet exceeding 2019 peaks – international visitor spending remains below pre-pandemic levels. The focus, however, is shifting towards authentic, mobile-enabled cultural experiences, off-the-beaten-track tourism, and sustainable practices.
Key policy initiatives such as visa waivers for African nations are boosting intra-continental travel, which represents a significant growth area for the future of the local tourism industry.
Domestic tourism remains a major growth driver as more South Africans explore regional destinations and local attractions. Eco-tourism, heritage tourism, and community-based experiences are rising in popularity – appealing to travellers seeking authentic and sustainable options.
Technology is transforming the tourism experience. Mobile-first booking platforms, AI-powered customer support, and immersive digital tools are becoming standard expectations for both domestic and international visitors. For operators, personalisation and convenience are key differentiators in attracting and retaining customers.
Despite positive momentum, several challenges temper growth. Safety and security concerns continue to influence international visitor perceptions. Infrastructure limitations – from transport networks to airport capacity – restrict access to key destinations.
Global pressures such as geopolitical instability and currency fluctuations also influence inbound tourism and affect the affordability of South Africa as a destination. Operators must balance these risks with competitive pricing and service quality to remain viable in a challenging environment.
Government and private sector investment are helping the industry regain pre-pandemic momentum. Visa reforms, marketing campaigns targeting intra-African travel, and initiatives to improve destination development are supporting sustainable growth.
The report highlights that recovery is uneven across regions and segments: while urban centres benefit from business travel, conferences, and events, rural and niche destinations are seeing slower uptake.
This presents opportunities for targeted investments in underdeveloped areas and innovative tourism products.
Looking ahead, the sector’s resilience will rely on continued adaptation to consumer preferences, digital innovation, and sustainable operational practices. Stakeholders who act on verified insights will be best positioned to achieve long-term growth and competitiveness.
For policymakers, understanding emerging travel patterns, risk factors, and infrastructure needs is essential for designing effective interventions and policies. For investors and operators, access to credible insights into consumer behaviour, technology adoption, and untapped markets enable smarter planning and better resource allocation.