South Africa recorded more than 8.56 million international arrivals between January and October 2025, an increase of 1.3 million visitors compared to the same period in 2024.

October alone saw a 32% year-on-year surge, with growth driven by a 29% increase from European markets and a 22% rise in North American travellers.

Industry experts say the growth reflects a shift in travel priorities, with visitors increasingly seeking immersive experiences over traditional sightseeing tours.

“We are witnessing a fundamental shift where luxury is no longer defined by opulence, but by how immersive and authentic an experience is,” says Nick Dickson, CEO of Dream Hotels & Resorts. “International guests are looking for escapes that are genuine and respectful of the people and environment around them, and want to leave a destination feeling transformed.”

The trend has seen many international visitors extending their stays to engage more deeply with local culture and environments rather than rushing through conventional tourist circuits.

Remote regions benefit

The shift towards what industry analysts call “quiet vacations” has placed South Africa’s remote regions at the forefront of tourism recovery. Travellers are increasingly prioritising destinations that offer opportunities to disconnect from digital devices and slow down.

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Nature-based experiences, including guided bush walks and wildlife observation, are growing in popularity as visitors seek mental clarity and restoration. The practice draws on concepts such as the Japanese tradition of Shinrin-yoku, or forest bathing.

Sustainability expectations rise

Sustainability has become a key consideration for international visitors, who increasingly expect transparency from tourism operators about their environmental and community impact.

Travellers are showing preference for destinations where tourism spending contributes directly to conservation efforts and local community development, from sourcing produce locally to implementing energy-efficient practices.

“The modern traveller wants more than a beautiful hotel room and room service. What they value most is the opportunity to respectfully explore and understand South Africa, its culture, landscapes and people,” Dickson says.

The trend suggests a broader redefinition of the South African hospitality landscape, with visitors seeking to engage with conservation and cultural preservation efforts during their stays.

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