New research has revealed that just more than half of South Africans are still planning December getaways despite tightening household budgets, with the Mother City capturing the lion’s share of domestic tourism.
South Africans are refusing to let economic constraints dampen their festive spirits, according to Cape Town Tourism’s latest domestic travel intent report. The research revealed that 54% of South Africans are embarking on holiday travel this month, demonstrating resilience in the face of financial pressures.
Nearly all travellers will remain within the country’s borders, with the Western Cape emerging as the most popular destination, attracting 48% of domestic travellers.
Of those heading to the province, a striking 80% are choosing Cape Town specifically, drawn by its sunshine, iconic attractions and vibrant summer atmosphere.
Smart spending, not cancelled plans
The data illuminated a significant shift in travel behaviour, with South Africans opting for cleverness over cancellation.
Rather than abandoning holiday plans entirely, travellers are embracing budget-savvy strategies to maximise their festive experiences.
Nearly half of all travellers (43%) are choosing to stay with friends or family, while self-catering accommodation has surged in popularity, allowing visitors to manage costs while maintaining independence. More than a third are driving to their destinations, avoiding flight costs and enabling flexible, family-friendly travel arrangements.
“South Africans have not stopped travelling, but are simply doing so differently,” said Briony Brookes, Chief Marketing Officer of Cape Town Tourism.
“People are prioritising meaningful moments, local adventures and value-for-money experiences over costly expenses, and Cape Town aligns perfectly with this.”
Experience over expense
The research highlighted a clear preference for experiential spending, with travellers gravitating towards free and affordable entertainment options.
Beaches, natural attractions, local markets, neighbourhood exploration and outdoor adventures remain firm favourites among budget-conscious holidaymakers.
This trend extends beyond December, with increasing numbers of South Africans choosing to travel during periods that better suit their financial circumstances rather than traditional peak seasons.
“Whether it is Dezemba, an Easter escape, or a cosy winter break, incredible deals and experiences await,” Brookes added.
“We are working closely with the tourism industry to create year-round value so domestic travellers can enjoy Cape Town whenever it fits their budget.”
Global ambitions amid local focus
While catering for domestic travellers, Cape Town is simultaneously pursuing international markets through an ambitious global campaign.
The “This is Cape Town” initiative, launched earlier this month by the City of Cape Town under Mayco member for Economic Growth James Vos, spans six continents and 55 cities.
The campaign targets major international centres, from London, Berlin and Shanghai to São Paulo, Nairobi and Dubai, aiming to inspire international travellers while supporting local economic growth.
“Tourism is about people, livelihoods and real economic impact,” Vos said.
“That is why the focus is on building a well-managed, affordable and sustainable city. Through strong destination readiness and meaningful work in communities, Cape Town’s value proposition continues to strengthen.”
The campaign reflects a strategic balance between international ambition and domestic accessibility, ensuring tourism delivers value for residents while positioning Cape Town as a premier global destination..
