Strong Europe Performance Fuels South African Air Tourism Growth in 2025

SSouth 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.

Europe continues to be a critical growth engine, with arrivals up 12.6% between January and December 2025, underlining a strong year-end momentum. Exceptional double-digit growth was recorded across key markets, including the UK (+15.4%), Germany (+14.0%), Austria (+15.6%), Switzerland (+13.2%), Sweden (+12.5%), Belgium (+10.9%) and Italy (+10.2%).

Commenting on the performance, Ian Utermohlen, Regional General Manager (RGM): Europe at South African Tourism, notes that: “These results reflect not only sustained demand for South Africa as a long-haul destination, but also the impact of highly targeted, locally relevant initiatives implemented by our Europe hubs. Europe has been a key driver of South Africa’s recovery and record-setting growth in 2025.

UK & Ireland Hub – Top Source Market

The United Kingdom has overtaken the United States as South Africa’s leading source market, cementing its position as the top contributor to overseas arrivals. Recording a 15.4% growth, while Ireland achieved 9.5%. This performance follows a series of innovative, high-impact initiatives by the UK & Ireland hub, which, since October 2024, included high-impact consumer and trade engagements that have significantly strengthened demand for travel to South Africa. These include the hub’s execution of the “Live South Africa” campaign, which engaged more than 4 million consumers. This, coupled with brand affinity work through the TV series with Gary Barlow, reached over 6 million UK consumers.  Lastly, there has been increased confidence and capacity on all three direct airline partners, British Airways, Virgin Atlantic and Norse Atlantic Airways, who have been instrumental in meeting the uplift in demand. The hub remains focused on supporting its trade partners through joint marketing, training programmes and investment in key UK platforms, ensuring they are equipped to convert the growing interest into sales and are instrumental in ensuring a strong spread across the destination.

Central Europe Hub – Second Largest European Market

The Central Europe Hub delivered strong performance across its core markets, with Germany recording 14% growth, Switzerland 13.2%, and Austria leading at 15.6%. Germany remains Europe’s second-largest source market for South Africa, supported by a robust focus on distribution channel optimisation, deeper engagement with tour operators and travel agents, and consistent destination education. Strategic collaborations and targeted campaigns have ensured South Africa remains firmly positioned within Central European travel portfolios.

North Europe Hub – Third Largest European Market & Fastest Recovery

The North Europe Hub continues to demonstrate strong recovery momentum, with the Netherlands recording 6% growth, Belgium 10.9%, and Sweden 12.5%. The Netherlands is now South Africa’s third-largest European source market and the fastest-recovering, reaching 97% of 2019 arrival levels. This recovery has been driven by a strong trade marketing initiative delivered together with 15 of North Europe’s top Africa sellers to reach audiences and consumer segments that resonate with South Africa as the ultimate country of exploration. In addition to prioritising consumer audiences through the distribution channel, a strong emphasis on market access creation for South African products was prioritised. South African product, their offerings and unique experiences across different price points and experience pillars become a unique value proposition for the mature North European market and creating exposure in both consumer and trade landscapes are central to North Europe’s strategy to grow arrivals from this region.  Key platforms recently concluded are South African Tourism’s presence at the predominantly consumer-focused Vakantiebeurs with the follow-up seven-city Come Find Your Joy Roadshow in the Netherlands and Belgium, which connected South African product owners directly with 240 travel trade partners across the two countries. These initiatives played a critical role in stimulating demand and rebuilding long-haul confidence.

South Europe Hub – Fourth Largest European Market

The South Europe Hub recorded mixed but encouraging performance, with France growing by 7.3%, Italy by 10.2%, Spain by 8.2%, while Portugal recorded a marginal decline of -0.2%.

France ranks as South Africa’s fourth-largest European source market, rounding out the top five in Europe. Growth in this market has been supported by highly targeted campaigns and localised Come Find Your Joy initiatives that resonate strongly with French travellers. A standout achievement was the successful hosting of the 50th Selectour Congress in Cape Town in November 2025, significantly enhancing destination visibility and strengthening trade advocacy within the French market.

We sincerely thank and recognise Team South Africa, including the private sector, our provinces, key stakeholders, South African Missions in Europe and the UK, and our European distribution and business partners, for their outstanding support and leadership. Despite ongoing challenges related to airlift and flight costs, our collective effort has strengthened our position and leaves us well placed to continue growing arrivals to South Africa,” concludes Utermohlen.

ENDS

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Media Enquiries:

Thandiwe Mathibela: GM: Global PR, Communications & Stakeholder Relations

Email: thandiwe@southafrica.net OR mediaq@southafrica.net

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