South Africa is a premiere destination for African travellers, offering an enticing mix of affordable luxury, rich indigenous culture, captivating history and breathtaking natural landscapes.

Recent data reveals a growing trend among African tourists who increasingly seek immersive cultural experiences beyond the typical tourist hotspots. “They are eager to engage with South Africa’s diverse cultural heritage and historical narratives,” notes Evelyn Mahlaba, South African Tourism’s Regional General Manager: Africa.

Showcasing SA’s Indigenous cuisine

South Africa’s rich and diverse culinary culture is deeply rooted in history and tradition. Each bite reflects its vibrant heritage. As gastronomy tourism rapidly grows as a key driver of global travel, according to the UN Tourism, South African Tourism (SAT) is leveraging this trend by highlighting the country’s indigenous food culture.

“Many travellers seek destinations offering unique and authentic food experiences. By hosting culinary influencers and content creators from Africa, SAT showcases South Africa’s dynamic food scene. We invite food lovers to explore our bold flavours, celebrate our diversity and experience the warmth, stories and culture behind every dish,” says Mahlaba.

Discovering SA’s hidden gems

While major cities and popular tourist hotspots remain central to South Africa’s tourism appeal and draw many visitors, SAT’s campaigns have focused on showcasing hidden gems in under-explored provinces over the past three years, thereby distributing tourism more evenly across the country.

“This approach keeps South Africa fresh and exciting for repeat visitors who are discovering new, off-the-beaten-path destinations in South Africa. It also boosts local economies in areas that have not traditionally benefited as much from tourism,” explains Mahlaba.

Partnerships with cultural icons

Partnerships with local and international cultural icons and influencers such as South African artist Sho Madjozi have successfully promoted South African culture on the African continent.

In 2022, in collaboration with Madjozi, SAT showcased the Xitsonga tradition and promoted Limpopo through the Xibelani dance challenge on TikTok, influenced by the Xibenani, an element of the Xitsonga cultural dress.

“Such innovative use of social media and collaborating with young taste-makers enable SAT to promote culture and music in South Africa and engage young African audiences, positioning South Africa as a culturally vibrant and contemporary destination,” Mahlaba comments.

SA’s appeal to middle and high-income African travellers

A growing segment of middle-class and affluent travellers from African countries – such as Nigeria, Angola and the Democratic Republic of Congo – seek hyper-personalised, luxurious experiences in South Africa.

SAT has responded by promoting “affordable luxury”: high-end experiences at competitive prices. “The key to affordable luxury is staying at one of South Africa’s many excellent graded three-star hotels while splurging on five-star experiences. The variety of experiences at different price points makes South Africa an attractive destination,” explains Mahlaba.

Adventure and lifestyle tourism

Beyond luxury, African tourists are increasingly drawn to soft adventure activities such as hiking in the Drakensberg mountains and exploring scenic routes.

Lifestyle events such as jazz festivals and amapiano afrobeat concerts remain primary travel motivators. SAT is leveraging these leisure and business events to attract tourists across the continent.

Promotion through regional collaboration

SAT has forged partnerships with South African Airways, Airlink and Kenya Airways to create attractive travel packages and offer group travel discounts, making South Africa more accessible to African travellers. Long-distance bus services have opened new channels for land-based tourism promotion.

In Ethiopia, SAT has invested in high-impact marketing campaigns at Bole International Airport, a pivotal hub for regional travel. “These initiatives aim to attract African tourists and position South Africa as a gateway to the continent for international visitors.”

The role of local tour operators

The success of these campaigns hinges on strong collaboration with local tour operators and tourism businesses. “SAT is calling on South African tour operators, hotels and other industry stakeholders to develop enticing travel offers that can be marketed across the continent. This will ensure that South Africa’s tourism offering remains accessible, diverse and attractive to African travellers.”

For more information on our “A Taste of Mzansi” culinary campaign, visit:

• @visitsouthafrica.africa
• #TastyTuesdays
• #ThirstyThursdays