This is what International Travellers Love About South Africa

885.6 and Climbing: This is what International Travellers Love About South Africa

International travellers are showing a strong interest in South Africa’s attractions, food, hospitality, and unique atmosphere. This gives the tourism industry a solid foundation as momentum builds into 2026. It is always meaningful to hear what visitors say after their trip, not what they expected, not what the brochures promised, but what they truly experienced.

Recent data from Data Appeal shows that international visitors feel very positive about South Africa. From February to August 2026, the overall sentiment score stayed high at 85.6, almost the same as last year’s 85.7. Visitors from 56 countries shared their views, giving the industry a wide and encouraging look at how travelers from around the world experience South Africa.

Tourists are enjoying South Africa, and the experiences speak for themselves

The highest sentiment scores highlight what makes a South African holiday special. Attractions score 90.2, Food & Beverage 87.8, short-term rentals 86.3, and hospitality 84.3. These numbers show that South Africa’s main tourism strengths are connecting with visitors. People enjoy what they see, eat, where they stay, and especially how the destination makes them feel. Hospitality scores 88, and emotional engagement is also strong. Visitors often mention location, hospitality, and staff interaction as highlights. While beautiful landscapes draw people in, it is the human connection that creates lasting memories.

The icons are still delivering

South Africa’s most famous attractions are not just well-known; they are delivering great experiences. The V&A Waterfront has a sentiment score of 95.4, Kirstenbosch Botanical Garden 95.6, Bloukrans Bungy 94.1, and Bourke’s Luck Potholes 92.8. These are just a few examples of top-performing attractions.

This is good news for the tourism industry. The experiences that are central to most itineraries continue to impress international visitors. This gives operators, DMCs, travel advisors, and marketers confidence that the main attractions are meeting expectations. It also shows that South Africa’s top products are inspiring positive word-of-mouth, not disappointment. When international visitors recommend South Africa, it is based on real, positive experiences.

Food is becoming one of our biggest tourism assets

The 87.8 sentiment score for Food & Beverage is especially exciting and should get the industry’s attention. While South Africa’s tourism has long focused on wildlife, scenery, and adventure, food is now becoming a key part of the experience. Whether it is a braai, a tasting menu, a vineyard lunch, a neighborhood restaurant, a farm stall, or a local coffee shop discovered by chance, these meals become lasting memories. Food lets the industry add depth to itineraries and helps travelers connect more with the destination. It is no longer just something to do between activities; it is now a highlight itself.

Hospitality remains one of South Africa’s superpowers

The data confirms what the South African tourism industry already knows: people make the difference. Hospitality scores 88, which is more important than it might seem. With so many destinations and experiences available, genuine warmth stands out. You can copy a hotel room or a restaurant idea, but it is much harder to copy the feeling someone gives you. The friendly conversation with a guide, a helpful tip from a waiter, a warm welcome at reception, or a spontaneous chat with a local are all part of South Africa’s appeal. Visitors are noticing this.

There are positive signals beyond the usual favourites

Some of the most interesting opportunities are beyond the usual tourism spots. Jeffreys Bay has a sentiment score of 89.6, and Limpopo is close behind at 89.4. Kimberley and East London also saw strong increases in sentiment, even though there were fewer reviews.

For the tourism industry, this means there is a chance to promote a wider range of destinations. South Africa already has strong tourism highlights, but the data shows that travelers are enjoying experiences outside the usual routes. This is an opportunity to encourage visitors to stay longer, explore more, and discover new places. It also gives the industry new stories to share, not to replace the famous spots, but to add to them.

Culture & family travel may be under-told stories

There is more good news from two categories that score well, even with fewer reviews. Cultural activities have a score of 83.6, and family-friendly experiences score 83.2. This shows potential. Visitors do not dislike these experiences; in fact, they may just need more attention. For travel sellers, this could mean focusing more on cultural immersion, local stories, family trips, and multi-generational travel. For marketers, it could mean promoting these experiences more. For product owners, it is a reminder that some growth opportunities are already there and just need to be highlighted.

Even the operational story is moving in the right direction

No destination is perfect, and visitor feedback still points out areas for improvement. Even so, there are positive trends. Cleanliness scores have gone up by 2.7 points, showing that when the industry makes changes, visitors notice. This should give the industry confidence that steady improvements can lead to better perceptions and more positive word-of-mouth. Instead of seeing issues like connectivity, accessibility, check-in, or costs only as problems, the industry can view them as the next steps for making the visitor experience even better. The basics are strong, and now the goal is to make every part of the journey smoother.

The big opportunity: amplify what visitors already love

For the tourism industry, the main lesson from the data is that there is no need to create a new story for South African tourism. Visitors are already sharing what makes the destination special.

Highlight food, culture, and family experiences to enrich the classic South African holiday. Make it easy for international visitors to find, book, and enjoy all that the destination offers. The overall sentiment score of 85.6 is not just a good number; it signals trust. The key message for the South African tourism industry is clear: The world is not just visiting South Africa; it is leaving with a great impression.

This article was prepared by South African Tourism’s Analytics and Insights Unit. For more information, please contact mediaq@southafrica.net