These are some of the top travel trends shaping the global tourism landscape, presenting an exciting opportunity for South Africa to tap into and align with these shifts as travel continues to evolve.

From sleep-focused retreats to AI-powered itinerary planning, today’s travellers are seeking more than just a getaway; they are craving purpose, wellness, design, and meaningful connection.

A recent trend report by Trend Hunter highlights the most influential movements in travel, leveraging big data and AI to track online behaviour, product launches, and emerging consumer preferences in real-time. You’ll also find a link to the full report at the end for a deeper dive into what’s next in travel.

1. Travel That Tells a Story

Trend: Local heritage-inspired stays

From brutalist architecture, characterised by stark, raw concrete and minimalist design with organic touches in Mexico to pyramid-inspired suites, hotels are embracing local culture in their design and guest experiences. Travellers want to feel immersed… not just accommodated.

SA Opportunity: Think more township stays, safari lodges with indigenous design, and partnerships with local artisans. Authenticity sells and especially when it’s Insta-worthy and supports the local economy.

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2. The Sleepcation Is Real

Trend: Local heritage-inspired stays

From brutalist architecture, characterised by stark, raw concrete and minimalist design with organic touches in Mexico to pyramid-inspired suites, hotels are embracing local culture in their design and guest experiences. Travellers want to feel immersed… not just accommodated.

SA Opportunity: Think more township stays, safari lodges with indigenous design, and partnerships with local artisans. Authenticity sells and especially when it’s Insta-worthy and supports the local economy.

Trend: Wellness and sleep retreats

Luxury brands like Mandarin Oriental and Four Seasons are creating sleep-focused packages with diagnostics, meditation, and even AI-curated sleep environments.

SA Opportunity: Our retreats, spas, and nature escapes can offer sleep packages that incorporate our tranquil natural landscapes, think forest therapy in Knysna or sleep-under-the-stars desert pods in the Karoo.

3. Eco Everything

Trend: Sustainable amenities take flight

Airlines are leading the way with recyclable, plastic-free, and biodegradable amenity kits. Travellers are increasingly aware of their carbon footprint.

SA Opportunity: Lodges, hotels, and transport providers should audit their own amenity kits and packaging. It’s a small but visible step towards responsible tourism, and one that resonates deeply with eco-conscious guests.

4. Science + Wonder

Trend: Educational, science-infused travel

From oceanic family programs to space-themed hotel partnerships, travel now doubles as a learning experience.SA Opportunity: With our biodiversity and astronomy hotspots like Sutherland, SA can shine by offering more curated nature and science-based experiences, great for families, school groups, or Gen Z wanderers seeking knowledge.

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5. Gen Z is (Still) Everywhere

Trend: Digital-first, experience-rich travel

This generation books trips based on what looks good online. They’re tech-savvy, value-driven, and expect hyper-personalised, affordable options.

SA Opportunity: Local operators should build immersive, budget-conscious packages, optimise for TikTok/Instagram, and plug into visual trip planning platforms. Even mid-range accommodation can become a viral sensation with the right aesthetic.

6. Art Meets Experience

Trend: Instagrammable exhibits and pop-ups

Museums and galleries are curating spaces with bold visuals and immersive storytelling, experiences that visitors can wear, touch, or capture with a snap.

SA Opportunity: Blend art and tourism, host pop-up exhibitions in nature reserves, turn wine farms into living canvases, or offer AR-guided street art walks in Joburg and Cape Town.

7. AI Is the New Travel Agent

Trend: AI travel planners and chatbots

Apps like Kayak and Expedia are leveraging AI to create personalised itineraries and resolve travel logistics in real-time.

SA Opportunity: Local DMOs and tour operators could partner with or embed AI tools on their websites to help tourists build custom South African experiences, from safari to surf, seamlessly.

8. Proximity Escape

Trend: Hybrid camping experiences

People want to escape, but not too far. The urban camper wants nature, luxury, and Wi-Fi, all in one.

SA Opportunity: Launch more glamping options near major metros, think canvas tents with rooftop city views or luxury pods along the Garden Route highway.

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Why It Matters?

Based on real-time digital behaviour, this report is a powerful tool for future-proofing travel offerings. For South African brands, these trends are more than insights, they’re a call to localise, personalise, and innovate. Today’s traveller wants more than just miles; they want meaning. And with its rich culture, diverse landscapes, and creative flair, South Africa is ready to deliver.

The full report can be found here:

Compiled by South African Tourism: Analytics and Insights Unit