South Africa’s Tourism Growth Gains Strong Momentum in Early 2026

Johannesburg – South Africa’s tourism sector has entered 2026 with renewed momentum following a record-breaking performance in 2025 that saw international arrivals reach historic highs. The sustained growth signals strong global confidence in the country as both a leisure and business tourism destination.

Preliminary industry data indicates that international arrivals surpassed 10 million visitors in 2025, marking significant year-on-year growth. The recovery phase that began post-pandemic has now transitioned into an expansion period, driven by improved air connectivity, strategic destination marketing, and strengthened partnerships across key global markets.

European markets continue to play a pivotal role in the sector’s performance, with increased demand from the United Kingdom, Germany, Switzerland, and the Netherlands. Growth has also been supported by regional travel within Africa, reinforcing South Africa’s position as a continental tourism hub.

Tourism remains one of the country’s most vital economic sectors, supporting approximately 1.8 million direct and indirect jobs. Beyond employment, the industry contributes meaningfully to GDP, stimulates small business development, and drives investment in hospitality, transport, and infrastructure.

Business events tourism has also shown encouraging signs of expansion. With major conferences, trade exhibitions, and sector-specific gatherings scheduled throughout 2026, South Africa continues to strengthen its reputation as a competitive destination for meetings, incentives, conferences, and exhibitions (MICE). Cities such as Johannesburg, Cape Town, and Durban remain central to this growth, offering world-class venues and facilities capable of hosting large-scale international events.

Sustainability and responsible tourism practices are increasingly shaping the industry’s direction. Stakeholders across the value chain are investing in eco-tourism, community-based travel experiences, and green hospitality initiatives, aligning with global travel trends that prioritise environmental and social responsibility.

As the country prepares to host leading industry platforms in 2026, the positive trajectory of the tourism sector reinforces confidence among investors, operators, and international partners. The outlook for the year ahead remains optimistic, with continued growth expected across leisure, adventure, cultural, and business tourism segments.

South Africa’s ability to combine natural beauty, cultural diversity, modern infrastructure, and professional event hosting capabilities positions it strongly within the global tourism landscape — a trend that appears set to continue throughout 2026.