The Garden Route town of George celebrated a busy festive season with vibrant events, increased visitor engagement and significant revenue growth across its tourism sector.
From December 11 to January 12, the city recorded R51.7 million (€2 652 210) in revenue, reflecting 28% year-on-year growth, according to aggregated data from leading online travel agent platforms.
The George, Wilderness and Uniondale visitor information centres extended their hours and assisted over 272 visitors with activity bookings, accommodation queries and brochures. Tourism activations were held every Saturday at the Outeniqua Family Market and at key events, including the WeBuyCars George Tens and Redberry Farm, offering promotional materials and interactive activities.
The Outeniqua Powervan, with unprecedented demand, added trips to accommodate early bookings. The Wilderness section of the Garden Route National Park also recorded high visitor numbers – likely surpassing pre-pandemic figures.
Occupancy and revenue metrics
The average occupancy rate for the period was 71%, peaking at 88% on December 28. Average daily rates rose to R2 537.70 (€130.18) – a 32% increase from the previous year. December revenue totalled R51.7 million (€2 652 210) with 6 086 check-ins – 897 more than the previous year.
Visitor demographics revealed a 56% domestic and 44% international split. Key international markets included Germany (15%), the UK (7%) and the USA (6%) while Cape Town (41%) and Johannesburg (19%) dominated the local market.
Insights and challenges
Although average lengths of stay dropped from four to 3.5 days, the 0 to 21-day booking window accounted for 41% of December bookings, presenting opportunities to attract last-minute travellers. However, some operators noted tighter visitor budgets impacting ancillary revenue streams.
Joan Shaw, Tourism Manager for George, Wilderness and Uniondale Tourism, said: “The festive season demonstrated the region’s enduring appeal and resilience. From vibrant events to a record-breaking revenue increase, the season was a testament to our robust tourism sector.”
