South Africa’s tourism industry recorded a 5.1% increase in international arrivals in 2024, reaching 8.92 million visitors, according to the latest data from Statistics South Africa.
Despite this positive trajectory, the sector remains below pre-pandemic levels, highlighting both progress and persistent challenges.
Minister of Tourism Patricia de Lille welcomed the sector’s resilience amid global economic pressures. “It is encouraging to see that despite economic uncertainties in various parts of the world, the global tourism sector is growing. It is even more encouraging that our country follows the same trend and trajectory,” she said.
Africa continues to drive the majority of South Africa’s tourism, contributing 76% of total arrivals in 2024. Zimbabwe remains the top source market, with 2.18 million visitors, reflecting a 3.6% increase from 2023.
Ghana emerged as a key growth market, recording a 149% increase in arrivals, largely due to the introduction of a visa waiver in November 2023 and expanded air routes.
“Ghana’s immense performance can be attributed to the fact that travellers between Ghana and South Africa no longer need visas to travel between the two countries. This, coupled with increased airlift and targeted marketing initiatives by South African Tourism, makes for a winning formula for the growth of our sector,” De Lille noted.
The Americas saw a 10.9% increase in tourist arrivals, reaching 505,579 visitors in 2024. The United States remained the top overseas market, with 372,362 visitors, marking a 5.2% increase. Brazil’s tourism figures surged by 94.2%, with 49,855 arrivals, driven by improved direct flight connectivity.
European arrivals increased by a marginal 1.1% to 1.25 million visitors. The United Kingdom remained the top European market with 349,883 arrivals, despite a slight 1.8% decline.
Germany showed the strongest growth in this region, with a 4% increase, while the Netherlands recorded a modest 0.8% rise.
Although Europe remains a strong market, slow growth suggests South Africa faces stiff competition from other global destinations. Targeted marketing and improved access could help maintain this market’s momentum.
Asia recorded a 4.2% growth in arrivals, driven by an 11.4% increase from China and a 31.8% rise from Japan. India, however, saw a 5.3% decline, mainly due to visa processing delays and a lack of direct flights.
The Middle East underperformed, with total arrivals dropping by 16.1% to 45,602 visitors. Saudi Arabia, however, bucked the trend with a 12.1% increase in arrivals. Connectivity issues and limited market penetration remains key barriers in this region.
South Africa’s tourism sector contributed 8.8% to GDP and supported 1.68 million jobs in 2024, according to the World Travel and Tourism Council (WTTC). While this is a positive development, the country still lags behind some key competitors in terms of tourism’s economic contribution.
To accelerate growth, the government has launched several initiatives, including expanding airlift through the Route Development Marketing Strategy, approved by Cabinet in December 2024, to enhance air connectivity.
Visa reforms, inspired by the success of Ghana’s visa waiver, aim to ease restrictions and unlock new markets. Efforts to improve digital and AI-powered travel planning are underway to enhance online accessibility and visitor experiences.
Additionally, sustainable and cultural tourism is prioritised by strengthening eco-tourism and heritage-based travel. To boost traveller confidence, partnerships with law enforcement are being reinforced to improve safety measures across the sector.
“The tourism sector is a strong contributor to the economy and job creation. We are determined to continue with this momentum and push the numbers much higher,” De Lille stated.
IOL