From Itineraries to Identity: Why Culture Shapes Every Journey We Take

WWhen 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.

Culture is what drives a traveller, according to South African Tourism’s 2025 Brand Tracker Study. When travellers are asked about their top motivations for choosing South Africa, the beautiful scenery is named first at 50%. But the next two motivations point to something deeper: 39% travel to experience a different culture, and 37% come for a safari. Culture, it seems, is no longer a supporting character when travellers think about their journeys; it moves to the centre of the story.

I want to travel to try new things, see new things, and experience different cultures and cuisines.

– UK Female, 25-30, Living with my Partner, Westbury

I will say travelling has been an eye-opener for me, because now when I visit a different country, I'm able to interact with people there, taste their food, and see their    culture. And it also helps me to see the difference between my culture and that culture

– Male, Kenya, 25-30, Single, Nairobi

South Africa has a lot to offer

South Africa offers a wealth of scenic beauty, wildlife, culture, culinary experiences, adventure, and more. How these elements are packaged together in an innovative and creative way is what makes a destination memorable. Of all our offerings, culture is key to itineraries.

 We try to experience the local culture and cuisine rather than just looking for Indian food. We try to see what the local cuisine has to offer. We go to the local   museums, the local parks, and the local attractions, not only the touristy ones.

– Male, 31-40, Married with Kids, Hyderabad

In South African culture, it flows through daily life, in the streets, the food, the landscapes, the craft, and the country’s many languages. From Zulu beadwork and Xhosa fabrics to San rock art and Ndebele murals, South Africa offers a rare and authentic cultural diversity.

Food is one of the most immersive entry points, with dishes that reflect migration, tradition, and innovation, from umgqushu and shisa nyama to Durban curry and Cape Town’s contemporary, sustainability-led cuisine.

South Africa’s layered history also draws cultural travellers. Places like the Apartheid Museum, Constitution Hill, District Six Museum, and the Mandela Capture Site (and many more) serve as emotional touchpoints where the country’s story is deeply felt. But for many, the most powerful moments happen in township communities, where culture is lived every day, in markets, music, food, and the warmth of people who welcome visitors openly. Meeting South Africans themselves is often the highlight of the journey.

“When culture is part of the journey, travellers don’t just visit a place, they connect with its people, its past, and its soul.”- Faiz Noordien, Legend Travel and Tours, SATSA member

Culture is everywhere you look in South Africa

Culture in South Africa is far from uniform; it evolves and reveals itself differently across all nine provinces. Each region offers something distinct, from vibrant urban creativity to rich township heritage, traditional arts, our museums, and the enduring legacy of the Khoi and San. Our artistic expression, whether traditional or contemporary, is rooted in these deep cultural foundations. Across the country, art is celebrated through crafts, markets, and festivals, giving travellers not only the chance to enjoy it but also to take home pieces of our culture. Our artworks tell stories of another era, vividly depicting how our ancestors lived, and offer an emotionally engaging window into our past.

Storytelling has always been woven into South Africa’s identity. Even in today’s digital world, the stories connected to our land and our diverse people remain central to who we are. These deep, layered histories make our culture truly unique, and they deserve to be experienced by every traveller.

Culture in South Africa isn’t curated, it's lived. South Africa’s cultural landscape is diverse, dynamic, and deeply rooted, and it sits at the centre of every itinerary I create, ensuring that authentic cultural experiences continue to shape how our destination is understood and appreciated- Arlene Pienaar, Head of Brand Experience- South African Tourism

 Most popular Culture Products online

An analysis of thousands of online reviews and digital behaviour patterns shows which cultural attractions domestic and international travellers engage with most. These digital footprints reveal where traveller curiosity peaks and how they feel after the experience. Together, digital volume and sentiment highlight the cultural attractions that draw the most interest and those that leave travellers with the strongest emotional lift. Source: South African Tourism

Top cultural products by digital traces?

Top cultural attractions by sentiment?

Source of data: D/AI Destination gathers and analyzes data from a wide range of reputable, publicly available online review sources, including Google Reviews, TripAdvisor, Booking.com, Expedia, Hotels.com, metasearch engines (like Trivago and Kayak), social platforms, Airbnb (limited metadata), and other niche travel platforms. This broad mix of sources ensures a diverse, reliable, and representative view of traveller experiences across sectors and destinations. Data from Jan to Oct 25. 64% were South African reviews.

Conclusion

Any itinerary designed to showcase South Africa must include a distinctive blend of experiences and culture is essential. Culture enables travellers to form a genuine emotional connection with a country. It leaves a lasting imprint on their journey, transforming a visit into something deeply felt and memorable. While itineraries should balance various elements, an experience without cultural touchpoints misses the opportunity to truly engage travellers on a personal level.

Once that emotional connection is established, travellers are more likely to return, explore more of the country, venture beyond traditional tourist hotspots, and help spread tourism benefits more evenly across South Africa.

Our cultural richness, shaped by history and expressed through diverse traditions, is one of our greatest strengths. It is what makes South Africa unique, diverse, and proudly the “rainbow nation.”

For these reasons, culture must always be a central component of itineraries. It reflects who we are, differentiates South Africa on the global stage, and offers something authentically ours that travellers cannot find anywhere else.

This article was prepared by South African Tourism’s Analytics and Insights Unit. For more information, please contact Sinethemba Dywili – Sinethemba@southafrica.net (SAT PR Unit)