Tourism in South Africa is undergoing a fundamental shift. No longer defined by passive getaways or one-size-fits-all packages, the modern South African traveller is mobile-first, experience-driven, and increasingly values authenticity and flexibility in their journey. The data tells a compelling story: in 2025, travel is not just about going somewhere—it’s about experiencing something deeper, more meaningful, and more personal.
Drawing on data from YouGov Profiles, this blog unpacks the most significant behavioural shifts shaping South Africa’s tourism landscape in 2025 and offers insights into how brands in the hospitality, travel, and experience sectors can evolve to meet this new era.
Mobile-Enabled Travel: Tech is Non-Negotiable
84% of South Africans now say a phone or tablet improves their travel experience, making this the most agreed-upon statement in the dataset. This stat has remained stable since 2021, confirming that mobile technology is now a standard component of every stage of the travel lifecycle—from research to bookings, navigation, reviews, and even in-trip translation or communication.
Action Insight: Travel brands should view mobile not as a feature, but as the foundation. Mobile-optimised websites, booking engines, loyalty apps, and in-destination tools must be seamless, fast, and user-friendly. Enhancing mobile UX directly correlates with positive brand engagement.
Cultural Immersion Over Checklists
South Africans are prioritising travel that offers a sense of belonging and exploration. In 2025, 81% agree that “you can only truly get to know a country by experiencing its culture.” This figure is up from 78.5% in 2023, indicating a growing appetite for culturally immersive travel.
Trend Translation: Travellers want local cuisine, community interaction, cultural experiences, and stories that go beyond typical tourist attractions. This reflects a broader global trend toward ‘slow travel’—where visitors spend more time in fewer places and build connections along the way.
The Travel Bug Is Strong, and Getting Stronger
Travel passion remains a dominant force. 79% of South Africans describe themselves as “passionate about travelling.” This figure peaked slightly in 2024 but continues to rank among the top sentiments in 2025, showing that wanderlust hasn’t waned.
What it Means: The desire to travel is not seasonal—it’s part of the South African identity. Travel brands should tap into this emotional drive with campaigns that emphasise personal growth, shared memories, and the joy of discovery.
Planning is Empowering
Forget the old stereotype that younger travellers are spontaneous and disorganised. 76% of South Africans in 2025 say they enjoy researching and planning their holidays, up significantly from 72% in 2023.
This shift shows that planning is no longer seen as a chore—it’s part of the enjoyment, often driven by Instagram inspiration, travel TikToks, or Google review rabbit holes.
Opportunity: Travel companies should provide curated guides, visual content, itinerary tools, and inspirational blogs that simplify the planning process and give consumers the tools to take control of their experience.
Active Holidays Are In
Leisure doesn’t mean laziness. 61% of respondents prefer holidays that include planned activities, such as food tours, workshops, hikes, and cultural classes. This is a shift away from beach-and-drink type vacations to holidays that engage the mind and body.
Implication: Offer more than just accommodation. Experiences should be front and centre. Partner with local guides, activity hosts, and wellness practitioners to build packages that appeal to travellers seeking both fun and fulfilment.
Spontaneity is Surging
The rise in last-minute travel is one of the most noticeable shifts between 2021 and 2025. In 2025, 40% of travellers say they “usually wait for last-minute deals rather than book early”—up from 31% in 2021.
The rise in last-minute travel is one of the most noticeable behavioural shifts between 2021 and 2025. In 2025, 40% of South African travellers say they “usually wait for last-minute deals rather than book early”—a notable jump from just 31% in 2021. This 8.5-point increase reflects a growing appetite for spontaneity, driven by flexible work schedules, economic caution, and the influence of real-time social media deals.
This change reflects a combination of economic caution, remote work flexibility, and the influence of real-time promotions through social media.
For Marketers: Flex your agility. Use flash deals, mobile push notifications, and geo-targeted ads to capture spontaneous travellers in the moment they’re ready to book.
Off-the-Beaten-Track is the New Premium
46% of South Africans say they enjoy going off the beaten path when they travel. While not the top-rated insight in the dataset, this niche behaviour has seen growth, particularly among younger travellers (18-34 years) and eco-conscious tourists.
These travellers aren’t looking for a luxury resort—they’re seeking a memorable moment: a remote hike, a hidden vineyard, a stargazing site.
Key Tip: Promote destinations not found on travel brochures. Lean into storytelling, reviews, and authentic photography to showcase what makes lesser-known experiences special.
The Evolving Role of Leisure
About 70% of South Africans in 2025 say they spend their leisure time on hobbies and interests. This suggests that holidays are no longer viewed as pure escapism, but rather as extensions of people’s passions—photography, food, yoga, cycling, and more.
For Brands: Niche it down. If your destination or service can connect with someone’s identity or passion point, promote it as a lifestyle match. Personalisation will drive loyalty and booking intent.
What South Africa’s Tourism Sector Should Do Next
The data reveals a clear picture: travel in 2025 is personalised, empowered by tech, and deeply value-driven. To stay competitive, brands across accommodation, airlines, tour services, and tourism boards should consider the following:
- Elevate Mobile Experience:
Ensure mobile-first UX across every interaction, from research to review. - Package Authentic Experiences:
Sell immersive activities, not just locations. - Own the Planning Stage:
Provide content, tools, and resources to inspire and organise trips. - Enable Flexibility:
Allow for easy rescheduling, cancellation, and last-minute bookings. - Spotlight Underrated Destinations:
Use real stories and influencers to elevate hidden gems. - Tap Into Interests:
Create offerings tied to hobbies, skills, and wellness goals.
Conclusion
Tourism in South Africa has matured into something deeply personal. It’s not about the postcard moment—it’s about connection. Connection to culture, to self, and to others. In 2025, the South African traveller is more intentional, more prepared, and more open to unique and transformative experiences.
The brands that understand these changing patterns—and evolve quickly—will be the ones that don’t just attract visitors, but win lifelong ambassadors.
Methodology:
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world.
Dataset: 2025-05-18/ 2023-05-14/2021-05-16
Population: South African adults with access to the internet, aged 18+
Sample size: 2025 n=1768/ 2023 n=5991/2021 n=5777
