Domestic tourism continues to stand out as the most reliable and resilient market of the tourism industry in South Africa.

Insights from the latest South African Tourism Domestic Brand Tracker reveal how the mindset of local tourists is evolving, highlighting their motivations, obstacles, and behaviours, and offering valuable direction for the tourism trade to unlock the sector’s full potential. 

The research focuses specifically on domestic holiday travellers with an income of R5,001 and above.

High Interest, Let’s Ride the Wave

South Africans have a strong appetite for local travel, with 96% aware of the diverse experiences available within the country. Encouragingly, 90% of domestic tourists have considered taking a local trip in the future. Net Travel Sentiment has also risen to +32, an indication that more South Africans are feeling optimistic and ready to explore their own backyard.

This growing enthusiasm presents an exciting opportunity for the travel trade. With intent and interest already high, the focus now shifts to helping travellers take the next step, from planning to booking. By addressing barriers and making travel more accessible and appealing, the industry can unlock the full potential of the local market.

Why South Africans Travel and What Holds Them Back

When South Africans do travel locally, it’s often for relaxation, scenic beauty, and good value for money. Many also take trips to reconnect with friends and family. Encouragingly, more than 90% of domestic tourists were satisfied with their most recent domestic holiday, praising South Africa’s stunning landscapes, enjoyable weather, and friendly people.

But barriers remain. The most common reasons people give for not travelling are: not enough time, competing financial priorities, concerns about poor weather, health risks and personal safety issues

For the industry, this is a call to action. Offering travel products that are flexible, affordable, and reassuring in terms of safety and convenience could make all the difference in converting interest into actual trips.

Domestic Travel Competes with the International Dream

It’s worth noting that nearly one in five South Africans who are considering local travel are also thinking about going abroad. Their top choices? Mauritius, the UK, Thailand, the UAE, and the USA. The main reason for this pull towards international destinations is the desire to experience different cultures and to fulfil the dream of travelling beyond our borders.

To remain competitive, local travel products must offer more than just affordability and convenience. Domestic tourism needs to sell aspiration: offering experiences that are novel, culturally rich, and emotionally fulfilling.

Digital, that’s where Travel Decisions Are Made

Today’s domestic tourists’ journey is mostly digital. Social media plays a key role at every stage, from discovering destinations to planning trips, making bookings, and even sharing experiences after the trip.

When deciding where to go, most travellers rely on social media platforms, recommendations from friends and family, and online travel aggregators. When it comes to booking, social media and online travel aggregators are the top channels used.

This shift carries important implications for the tourism trade. With domestic tourists increasingly making decisions online, having a strong digital presence is no longer a nice-to-have; it’s a must. Content needs to go beyond simply informing; it should inspire, engage, and guide potential travellers towards booking. At the same time, websites and booking platforms must offer a seamless, user-friendly experience to keep domestic travellers engaged from interest to action.

The Joy of Planning

One of the more insightful findings from the Brand Tracker is that many domestic tourists genuinely enjoy planning their holidays, and most prefer to do it themselves. While travel agents still play a role in certain segments, the broader trend is clear: tourists are leaning towards self-planning, with a strong preference for digital tools that offer convenience and control.

This presents a valuable opportunity for operators and tourism boards to meet domestic tourists where they are. By offering interactive planning tools, easy-to-follow itineraries, transparent pricing, and engaging content, the industry can support and enhance the planning phase. Making this part of the journey simpler, more enjoyable, and more inspiring can go a long way in driving both bookings and overall satisfaction.

How to unlock the demand?

The domestic market is primed for growth. Awareness is high, satisfaction is strong, and interest is sustained. The opportunity for the tourism trade lies in removing the friction between consideration and conversion.

To do this, industry players must: meet domestic tourists where they are digitally and emotionally, deliver value and flexibility that align with real-world constraints, and compete on experience, not just cost, by elevating the aspirational appeal of local travel. As South Africa continues to navigate economic pressures and shifting global travel trends, domestic tourism stands as a pillar of resilience and a growth opportunity that the trade cannot afford to overlook.