Travel Behavior in South Africa

At first glance, South Africans may appear like many global travelers. A majority prefer relaxation-focused trips, closely aligned with global and European averages. But when you zoom in, a more layered story begins to unfold, one that reveals a traveler who doesn’t just follow trends but adapts them to local realities.

Not Just DIY: Traditional Services Remain Essential.

In an era where "do-it-yourself" travel planning dominates, e.g. 67% of Americans and 74% of Dutch travelers prefer to arrange everything themselves, South Africans stand out for their nuanced approach. Only 34% choose full independence. Instead, a striking 41% prefer a hybrid model: handling some parts themselves while relying on travel agencies for others. This is the highest “both” percentage across all countries surveyed. While digital self-service is growing, there’s still a strong appetite for human support, especially for more complex or emotionally significant trips.

This balanced philosophy carries into the way South Africans book their trips. While 61% use the internet or websites, a clear sign of digital comfort, 39% still book via agencies. That’s far above the global average and places South Africa among the top markets where traditional services remain essential.

Africa First: A Regional Loyalty That Redefines Wanderlust

South Africans' top destination for summer 2025 is Africa itself. Followed are North America, Western Europe, and even the nearby Middle East. For DMCs and regional suppliers, the opportunity is to refine, not expand. Improve visa clarity, enhance ground service partnerships, and simplify payment and support for regional travel to turn intent into bookings.

A Relaxed Soul, With a Taste for Discovery

What kind of travel experiences are they seeking? Comfort and downtime dominate: 6 out of 10 South Africans opt for relaxation trips. But there’s also room for a bit of thrill, 17% choose sports and adventure, and nearly 10% are drawn to health and well-being getaways. This is a clear signal to promote and refine these three pillars, relaxation, soft adventure, and wellness.