New research into South Africa's domestic adventure tourism market reveals growing trends. Over 30% of local travelers pay less than R500 per day, but they still want meaningful and valuable experiences. The survey, conducted by SATSA in collaboration with Wesgro, attracted insights from over 4,200 respondents through the 101 Adventures Western Cape competition.
Touted as the most extensive analysis of its kind to date, the findings highlight a preference for experienced and affordable adventure travel and outdated perceptions of sector pricing.
“This research fundamentally changes our 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 provide.”
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.
Rethinking your product and pricing strategy
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 been more critical than ever,” said SATSA CEO David Frost. “This study allows members to make informed decisions about product development, pricing strategies and market positioning. This is a kind of evidence-based insight that drives the growth of a sustainable industry.”
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 full report here.
