South Africa’s Tourism Sector Achieves Record Growth with 10.48 Million Visitors in 2025
South Africa’s tourism industry is celebrating a historic milestone, with the sector delivering record-breaking results in 2025. According to Minister of Tourism Patricia de Lille, the country welcomed an unprecedented 10.48 million international arrivals between January and December 2025, representing a remarkable 17.6% increase compared to 2024. This achievement underscores the growing importance of tourism as a key driver of economic growth, investment, and job creation in South Africa.
Minister De Lille highlighted that this milestone reflects the success of deliberate policy choices, focused implementation, and strong collaboration between the government and private sector. The country’s global appeal was further validated when South Africa was named Best Destination: Africa 2025 at the Travel Weekly Reader’s Choice Awards, a recognition that cements its position as a leading destination on the continent.
To sustain this momentum, the South African government has endorsed the Tourism Growth Partnership Plan, developed in collaboration with the South African Tourism Business Council. This comprehensive strategy focuses on five key priorities, supported by a real-time performance dashboard to ensure accountability and effective delivery. Among these priorities, improving access and connectivity has already shown significant progress.
The rollout of the Electronic Travel Authorisation (ETA) system by the Department of Home Affairs is a major step forward. Initially targeting key markets such as India, China, Mexico, and Indonesia, the system is expected to generate between 80,000 and 100,000 new jobs once fully implemented. Additionally, air connectivity has been enhanced through new and expanded routes, including Qantas’ direct Perth–Johannesburg service, Air France’s seasonal daily flights to Cape Town, South African Airways’ Cape Town–Mauritius route, and FlySafair’s Hoedspruit–Cape Town service.
Destination marketing has also been a critical focus area. Coordinated efforts across national, provincial, and local governments have yielded impressive results. For instance, KwaZulu-Natal experienced a strong festive season, with Durban welcoming 1.2 million visitors. Meanwhile, the Free State’s Kgodumodumo Dinosaur Interpretive Centre in the Golden Gate Highlands National Park has attracted over 80,000 visitors and generated more than R1 million in revenue since its opening.
Tourist safety remains a top priority, with the Tourism Safety Forum, chaired by Deputy Minister Maggie Sotyu, driving collaborative efforts between public and private sector partners. During the festive season, 1,500 tourism monitors were deployed nationwide, including over 400 supporting the Border Management Authority, ensuring a safe and welcoming environment for visitors.
Investment in tourism infrastructure and product development is another cornerstone of the sector’s success. The inaugural 2025 Tourism Infrastructure Investment Summit launched eight bankable projects valued at approximately R1 billion, with three already securing funding. Large-scale developments, such as the R2.5 billion Club Med project in KwaZulu-Natal, signal strong investor confidence in South Africa’s tourism potential.
Technology and innovation are also reshaping the industry. In 2025, South Africa introduced Siyanda, an AI-powered travel assistant tailored for North American travellers, and hosted the G20 Tourism Hackathon. These initiatives, alongside advancements in conservation-focused artificial intelligence, have earned international recognition and positioned South Africa as a leader in tourism innovation.
Business tourism continues to thrive, with South Africa securing 51 MICE (Meetings, Incentives, Conferences, and Exhibitions) bids in the current financial year. These events are projected to generate an estimated R894.5 million in economic impact. Notable contributions include Meetings Africa 2025, which added R690 million to the economy and supported 1,200 jobs, and Africa’s Travel Indaba, which generated over R610 million and supported more than 1,000 jobs.
On the governance front, South African Tourism has strengthened its leadership with the permanent appointment of a Chief Financial Officer and Chief Audit Executive. Consultations are also underway on a Short-Term Rental Code of Good Practice, with a draft expected to be released for public comment soon.
Minister De Lille expressed her gratitude to tourism stakeholders, content creators, and staff across the Department of Tourism and South African Tourism for their dedication. “Tourism is working. Tourism is delivering. And tourism will remain a cornerstone of inclusive growth, investment, and job creation in South Africa,” she said.
With record-breaking visitor numbers, enhanced connectivity, and innovative initiatives, South Africa’s tourism sector is poised to continue its upward trajectory, reaffirming its role as a major engine of economic growth and development.
