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. 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 tourism industry in South Africa. 

These insights are drawn from the latest tourism and travel sector update, available via the African Industry Reports service offered by Sabinet. The report, Tourism Trends in South Africa 2025, delivers in-depth verified information on the forces shaping recovery, emerging trends, and opportunities for 2025 and beyond.  

For government, business, and research stakeholders, the report offers accurate, reliable, and credible insights that empower researchers and decision makers to plan effectively, allocate resources wisely, and strengthen competitiveness in a rapidly evolving sector. 

Trends driving recovery 

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. 

Challenges and constraints 

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, influence inbound tourism. Affecting 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. 

Investment and sector outlook 

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. 

Accessing the full report 

The Tourism Trends in South Africa 2025 report — researched and written by Who Owns Whom and made available via Sabinet — provides detailed analysis of market trends, competitive structures, regulatory factors, and opportunities.  

Through Sabinet’s African Industry Reports, users can access this report in two convenient ways: 

• As a single-document ecommerce purchase, providing access at the time of purchase; or 
• Via an annual subscription, which includes updates as new editions are released. 

All reports are searchable and indexed making it easy to find relevant, accurate, and current information. Each report is also linked to related legislative information when South Africa-based, helping users explore connected topics with ease. 

Explore the full report and other African Industry Reports via Sabinet. Access in-depth, verified information, make informed decisions, and stay competitive in South Africa’s evolving economy. Click here to book your free demo.