South Africa’s Tourism Growth and Setbacks, What Needs to Change for the Country to Reclaim Its Status as a Leading Destination

In 2025, South Africa’s tourism industry presented a blend of encouraging growth and serious challenges, indicating that while there were positive signs, there were still substantial hurdles to overcome. Over the course of the first seven months, the country welcomed 5.85 million international visitors, representing a 14% increase compared to the previous year. Despite this positive trend, South Africa remained 33,000 visitors short of the levels it had seen in 2019, prior to the pandemic. This gap revealed that while the recovery was underway, it was far from complete. Structural issues in the industry needed to be addressed for South Africa to regain its position as a leading global tourism destination.

The rise in visitor numbers was undoubtedly a good sign, but the tourism sector was facing a complex situation. Various factors, including increased competition from other African countries and shifts in international demand, were challenging the country’s recovery. Therefore, the situation called for a comprehensive evaluation of how South Africa could capitalize on its recovery, re-position itself on the world stage, and maintain its competitive edge in the global tourism market.

Global Tourism’s Rapid Recovery and South Africa’s Slower Growth

While the global tourism sector experienced a robust recovery in 2024, with international arrivals surpassing pre-pandemic levels by over 12%, South Africa’s recovery was much more gradual. The country recorded only a 5.1% increase in international arrivals during the same period. This meant that South Africa was still 13% behind the visitor numbers it saw in 2019. Meanwhile, neighboring countries like Kenya and Tanzania had already reached their pre-pandemic tourism levels, with Kenya managing to hit that milestone in 2023, while Tanzania surpassed its 2019 numbers in 2022.

Looking back to 2016, Morocco had received 10.3 million visitors, while South Africa had welcomed 10 million and Tunisia recorded 5.7 million. By 2024, however, Morocco had not only recovered but had surged past South Africa, attracting a staggering 17.4 million visitors. This was a significant leap that solidified Morocco‘s position as Africa’s top tourism destination, surpassing South Africa, which had previously held that title. This shift raised important questions for South Africa’s tourism sector about the factors that had led to its decline and what could be done to recover its competitiveness.

Decline in Overseas Tourism

A significant issue for South Africa’s tourism industry was the ongoing decline in overseas visitors, who typically represent the most lucrative segment of the market. These visitors tend to spend more than domestic travelers, contributing more to the economy. From January to July 2025, South Africa attracted only 1.3 million overseas tourists, which was a 10% drop compared to 2019 and 12% less than 2018. This shortfall resulted in a loss of approximately R4.3 billion in foreign direct spending. The situation worsened in 2024, when the drop in overseas tourism translated to a R13.3 billion loss in foreign revenue, further straining South Africa’s economic position.

Several key overseas markets showed troubling trends. Chinese tourism had fallen dramatically, with only 44% of the 2019 levels, representing a mere 23,600 visitors in the first seven months of 2025. Similarly, India’s visitor numbers were down by 27% compared to 2019, with a 9% reduction from 2024. Although European markets showed some recovery, they still lagged behind pre-pandemic numbers. France was at 79%, Germany at 87%, and Italy at 90% of their 2019 levels. Meanwhile, the USA, South Africa’s largest overseas market, showed a modest 3% increase compared to the previous year.

African Tourism: A Source of Optimism for South Africa

On a more positive note, Africa emerged as a strong source of growth for South Africa’s tourism industry. From January to July 2025, South Africa welcomed 4.55 million visitors from other African countries, surpassing 2019 levels by 118,000 visitors, reflecting a 3% increase. This growth was largely attributed to changes in visa policies and improved air connectivity with countries like Ghana and Kenya, both of which saw significant increases in arrivals after the implementation of these reforms.

However, there were still several African markets that had not yet recovered to their 2019 visitor levels. Countries such as Angola, Nigeria, Egypt, and Uganda presented untapped opportunities. These regions could offer significant growth potential for South Africa’s tourism industry, and the country would need to focus on these markets to maintain its position as a leader in African tourism.

Cape Town’s Success Amidst Challenges

Within South Africa, Cape Town stood out as a notable success story in the tourism recovery. The Cape Town Air Access Strategy played a crucial role in improving air connectivity, leading Cape Town International Airport to exceed pre-pandemic overseas arrivals by 21% in the first seven months of 2025. In contrast, OR Tambo International Airport in Johannesburg lagged behind, with arrivals 21% below the 2019 levels. This shift in tourist traffic underscored Cape Town’s effective strategy for attracting international visitors. However, despite this success, the tourism sector across South Africa still required a more coordinated approach to boost other major tourist hubs.

Strategic Measures to Strengthen the Tourism Sector

To ensure a sustainable recovery of the tourism sector and improve its competitiveness, South Africa must adopt several strategic measures that target both immediate issues and long-term growth:

• Brand South Africa Campaign: To address negative perceptions and promote the country’s unique offerings, South Africa must undertake a comprehensive effort to improve its global image. Targeted campaigns showcasing the country’s cultural heritage and natural beauty could help boost tourism.
• Air Access Development Fund: To boost connectivity, especially to underserved regions, South Africa must focus on expanding flight routes and offering affordable travel options. This would enhance accessibility and stimulate international arrivals.
• Addressing Crime and Urban Decay: South Africa must also tackle issues related to crime and urban decay in major cities like Johannesburg and Durban. Public-private partnerships focused on urban renewal would make these cities safer and more welcoming to tourists, improving their attractiveness.
• Economic Growth Focus: Broader economic development should also be prioritized, particularly in the business tourism sector. South Africa could promote more conferences, corporate events, and exhibitions, which would attract high-spending visitors and help counterbalance the losses from declining overseas tourism.
• Creating a Welcoming Environment: Ensuring that visitors experience South Africa’s renowned warmth and hospitality is crucial. This requires ongoing training for tourism operators, businesses, and local communities, ensuring they provide world-class experiences that meet international standards.
• Product Innovation: South Africa must invest in diversifying its tourism offerings. By developing new and unique experiences in areas such as adventure tourism, eco-tourism, and cultural heritage tourism, the country could attract a wider range of travelers and stand out as a global tourism leader.

Global Impact of South Africa’s Tourism Recovery

The direction of South Africa’s tourism recovery will have broader implications for the global tourism industry. As international competition increases, South Africa faces an essential challenge in retaining its role as the leading African destination. To stay competitive, the country will need to focus on attracting not just traditional overseas tourists but also increasing its appeal to emerging African markets.

If South Africa can address its internal challenges, including safety concerns, inconsistent growth across tourist hubs, and infrastructure gaps, it has the potential to recover its position as a premier global destination. South Africa’s focus on improving its infrastructure, diversifying its offerings, and leveraging Africa’s growing potential will play a significant role in shaping the country’s tourism future on the international stage.

The recovery of South Africa’s tourism sector could also influence global travel trends. If the country successfully regains its competitive position, it could signal a surge in interest in African destinations as a whole. This would not only benefit South Africa but also potentially draw more global travelers seeking new, diverse, and culturally rich destinations.

In conclusion, South Africa’s tourism industry in 2025 is at a pivotal point. Despite significant growth in international arrivals, the sector still faces several obstacles, particularly in regaining its pre-pandemic visitor levels. At the same time, African tourism has emerged as a strong pillar for growth, offering hope for future recovery.

For long-term sustainability and to ensure South Africa remains competitive, the country must address its internal challenges, including issues of crime, urban decay, and international connectivity. With a comprehensive strategy that focuses on improving infrastructure, diversifying tourism offerings, and creating a more welcoming environment, South Africa has the potential to reinstate itself as a top global tourist destination. The outcome of these efforts will not only impact South Africa’s tourism future but will also have a significant effect on the broader global travel landscape, reshaping travel trends and influencing global tourism strategies.

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