A SATSA survey of over 4,200 tourists finds a value-driven domestic market that seeks affordable, unforgettable experiences
Over 30% of South African adventurers spend less than R500 per person per day, but according to a new study from Satsa, the voice of South Africa's inbound tourism, they demand a valuable experience.
This study is the most comprehensive analysis of South Africa's domestic adventure tourism market to date, and surveyed over 4,200 respondents in a partnership with WESGRO through the 101 Adventure Western Cape Competition.
The findings reveal a market that challenges traditional assumptions about adventure tourism pricing and prioritizes memorable experiences over large spending.
“This research fundamentally changes the understanding of South African adventure travelers,” says Hannelie du Toit, COO of Satsa. “We see a market that values experience beyond expenses, and it has a clear sense of how operators should position and price their offerings.”
Key market research results
The data highlight three equally persuasive travel motivators, adventure (20.3%), relaxation (21.2%), and family time (21.1%), highlighting the multidimensionality of domestic travel decisions. This finding suggests that operators need to consider hybrid experiences that address the needs of multiple consumers simultaneously.
Self-mediated accommodations appeared as a clear preference among respondents, followed by bed and break first and resorts, reinforcing the importance of flexible and affordable accommodation options. Most Popular Activities – We introduce consumer desires for a variety of experiences, including boat cruises, hot air balloons, hiking, zip lining, and helicopter rides.
High-budget travelers show a clear preference for wildlife safari, wine tours and whale surveillance, and the luxury segment is drawn to health, culture and once-in-a-lifetime experiences.
At all demographics and spending levels, the value of money has emerged as the top concern along with practical equipment such as free Wi-Fi and proximity to the natural environment.
Industry Impact: Time to Rethink Products and Pricing Strategies
From marketers to local planners, reports provide clear direction for industry stakeholders. Focus on affordability without sacrificing quality. We develop flexible packages tailored to family and solo adventurers. Prioritize authentic local experiences that offer real bangs for back.
“Understanding our domestic market has become more important than ever,” said David Frost, CEO of SATSA. “This research allows members to make informed decisions about product development, pricing strategies and market positioning. This is a kind of evidence-based insight that drives sustainable industry growth.”
This study forms part of SATSA's broader commitment to data-driven industry support and strategic market intelligence. Complementary supply side reports currently under development with Adventure Operators and Development quantify sector size and performance metrics and create a comprehensive view of market dynamics from both consumer and operator perspectives.
I'm looking forward to it
This research is at a critical time for the tourism industry in South Africa. Operators are trying to understand and capitalize the evolving domestic travel patterns of post-pandemic landscapes. Globally recognized as one of the fastest growing segments in the travel industry, Adventure Tourism represents a key opportunity for economic recovery and inclusive growth across the South African region.
The findings support Satsa's mission to strengthen the strategic position of adventure tourism in the country's broader tourism provision, comprehensive growth, regional distribution, and authentic local experience.
The findings reinforce the key role of industry associations in providing market intelligence that enables informed business decisions and strategic planning across the tourism value chain. You can access the report here.
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