South Africa's domestic tourism market continues to show resilience and growth, and new consumer surveys from tourism in South Africa reveal valuable insights that could unlock even greater possibilities.
Data collected in 2024 highlights both progress and sustained challenges within the sector in the Left Travel Week Campaign, a national initiative designed to promote local travel. These findings point to providing a window into evolving expectations for local travelers based on consumer feedback and clarifying opportunities for growth.
Rising domestic trips
Domestic tourism has been strongly opposed in recent years. Between 2019 and 2023, there was a significant rise in local travel, with overnight domestic trips increasing from 28.5 million in 2019 to 37.9 million in 2023. This has increased by 33.1% over five years.
The most sharp recovery took place in 2022, with a jump of 129.4% from the previous year.
Table 1: Growth of domestic night travel, 2019-2023
Affordable prices remain an important barrier
Affordable prices have emerged as one of the most pressing concerns for South African travelers. Consumers have expressed a strong need for travel options to cater to families and low-income people.
The proposals included the introduction of discounted facility rates for local people, a tiered pricing model that distinguishes local and international tourists, and flexible or deferred payment systems to improve access.
By prioritizing affordability, industry stakeholders have the opportunity to expand travel access across economic parentheses, allowing more South Africans to explore their country.
Visibility and Marketing: Building awareness
Campaigns like Sho't Left created positive momentum, but participants noted the broad lack of visibility into domestic travel opportunities. The recommendations included ads that spread more regularly and more widely, particularly across messaging platforms such as social media, radio, television and WhatsApp.
Consumers also emphasized the importance of promoting travel transactions and destination information ahead of time, giving South Africa planning and budget time. Educational content that showed the various local experiences available was seen as the key to changing perceptions and widening appeal.
Hidden Jewels: Spotlights at lesser known destinations
There is growing enthusiasm for a tattered pass destination that offers a unique, affordable, and uncrowded experience. Respondents expressed interest in rural or unexodused areas that reflect the country's cultural and historical wealth.
Promoting these destinations could lead to a more equitable distribution of tourism revenues, and will also help to maintain and showcase South Africa's diverse heritage.
Customized packages for different needs
There is an increase in demand for travel packages that cater to specific demographics and interests. Consumers are looking for family-friendly options, solo travel experiences, advanced-centric packages, and accessible travel for people with disabilities.
Popular themes include wellness retreats, cultural tours and adventure trips. All the comprehensive options, combining transportation, accommodation and activities, were particularly preferred due to their simplicity and cost-effectiveness.
Reservations should be easy
The smoother, more accessible booking process was another recurring theme. Travelers wanted a user-friendly, mobile-first platform that didn't require critical data usage or ideally provided data-free browsing.
Consumers also sought a transparent pricing that breaks down the total cost of travel, including transportation, accommodation and experience. We strongly supported better integration between the booking platform and local transport providers to support travelers without private vehicles.
Progress for local tourism
Insights gathered since 2024 introduce the Left Travel Week Campaign. Addressing affordability issues, improving visibility and offering customized, accessible travel options is essential to maintaining momentum.
As South Africans continue to explore their nation, these changes may play a key role in boosting the local economy, supporting cultural conservation, and ensuring the benefits of tourism development.
The message is clear. South Africa's domestic tourism sector holds enormous promises. And South Africans are ready to go down the path if the industry meets where they are.
