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When global travellers decide where to go, culture is a major driver in their destination choice. It plays a significant role in their decision-making and is an essential part of the overall trip, adding depth, meaning, and a richer sense of exploration to the travel experience.

South Africa’s tourism sector recorded a landmark performance in 2025, with total international tourist arrivals reaching 10.5 million, surpassing both pre-pandemic 2019 levels and 2024 figures. This growth reflects a strong and sustained recovery, underpinned by renewed global demand and sector-wide collaboration.

A romantic couple’s escape to South Africa will grow your connection, thrill your senses and fill those intimate moments with joy.

South African Tourism has reached a landmark milestone in its global recovery and growth journey, with international arrivals reaching 10.48 million between January and December 2025. This represents a 17.6% increase compared to 2024 and marks the highest number of international arrivals on record.

The Minister of Tourism, Patricia de Lille, has reaffirmed that tourism is a key driver of economic growth, investment, and job creation in South Africa. Between January and December 2025, South Africa welcomed 10.48 million international arrivals, a 17.6% increase compared to 2024 and the highest number of arrivals on record. This performance confirms tourism’s growing contribution to the economy.

The Minister of Tourism, Patricia de Lille, invites the media and key tourism stakeholders to a special engagement reviewing South Africa’s tourism performance and looking ahead to major industry milestones.

South African Tourism invites tourism businesses to showcase their offerings as co-exhibitors at the South African Pavilion at ITB Berlin 2026, taking place from 03 - 05 March 2026.

South African Tourism has officially concluded its participation at the 2026 edition of Vakantiebeurs in Utrecht, marking another successful year of showcasing South Africa’s diverse travel offerings to the Dutch market. Building on the energy and strong engagement from both consumers and the travel trade at the show, South African Tourism is now commencing a 7-city roadshow across the Netherlands and Belgium, aimed at deepening market access opportunities for South African tourism products.

Africa’s Business Events sector is evolving rapidly through strong regional chapters, sustainability initiatives, emerging trends such as athleisure, cross-country collaboration, and strategic infrastructure developments, which are reshaping the continent’s Business Events landscape. These trends collectively position Africa to expand its role as a leading destination for international and regional Business Events, demonstrating the continent’s growing sophistication and capacity in the sector.

South Africa’s summer has a way of turning even the most grounded adult into a daydreamer – it’s a time of salty skin, fresh sea air, mountain water between your toes and long evenings that seem to bend time.

South Africa in summer is a dose of African flair, and this guide helps you move through your holiday safely and smoothly whether you’re driving, flying or letting a local do the navigating.

Artificial Intelligence (AI) is reshaping the tourism industry. Recent data from EY highlights that 60% of travellers in the Asia-Pacific region are already using AI tools to research and book their destinations.