From January to August 2024, South Africa welcomed 280 000 visitors from the US – a 7% increase compared with the same period in 2023. Arrivals are currently at 99.7% of pre-pandemic levels.
Canada also showed positive progress with arrivals increasing by 4.1% during the same period, reaching 85.9% of pre-pandemic levels. “We are confident that, by year-end, US arrivals will surpass pre-pandemic figures,” says Dinky Malikane, South African Tourism (SAT) Regional GM: Americas.
Malikane credits SAT’s proactive engagement with top travel trade consortia and associations, which have been instrumental in driving destination awareness, affinity and conversion through focused campaigns and activations in North America.
“Recent travel trade webinars highlighted the Eastern Cape and KwaZulu-Natal – aimed at expanding advisers’ knowledge of these provinces and promoting a broader geographic spread of visitors to explore their variety of experiences and unique culture. Black travellers are particularly drawn to South Africa’s cultural diversity and opportunities to engage with local communities.
“Additionally, we are working to finalise a resource directory that will provide more than 100 000 US and Canadian travel advisers with a searchable database of South African products, services and experiences to assist with itinerary planning.”
Virtual roadshow
SAT will host a virtual roadshow in February 2025, connecting South African businesses with key North American travel advisers who “play a vital role in supporting SAT in achieving its targets in terms of arrivals and visitor spend”.
In source markets Atlanta, Dallas and New York/New Jersey, SAT is running radio campaigns that direct listeners to value-for-money packages offered by US tour operators with endorsements from trusted radio personalities.
A year-round destination for adventure seekers
North American arrivals continue to perform strongly during the low season from May to August. Wildlife tourism is a major attraction with safaris as a key attraction. Adventure tourism is also gaining traction.
The SAT team recently collaborated with an Outdoor Writers Association of America event where the media was eager to learn about South Africa’s adrenaline-pumping experiences like walking safaris, shark cage diving and treetop ziplining, according to Malikane. “Other outdoor activities such as golf, hiking and exploring the winelands are also increasingly popular.”
Ticket prices a major hurdle
Air access, particularly ticket prices for North America, remains a hurdle. “Currently, Delta Air Lines and United Airlines are the only carriers offering direct flights from the US to South Africa. The limited competition on these routes can, at times, drive prices up to US$3 000, which makes the cost of travelling to South Africa prohibitive for many would-be visitors. Expanding airlift and increasing competition are crucial to make South Africa a more accessible destination for this market,” explains Malikane.
Brazil – a growing core market with great potential
South Africa welcomed 32 000 visitors from Brazil between January and August 2024. While still below pre-pandemic levels, when annual arrivals reached 71 000, Malikane is optimistic about the market’s potential.
“The increase in LATAM Airlines weekly frequencies between São Paulo and Johannesburg from three to four, starting October 28 this year, will add capacity and hopefully lead to more competitive airfares, which would drive an increase in Brazilian visitors.”
Cape Town remains the primary drawcard for visitors from Brazil who are attracted to its lifestyle, scenic beauty and shopping. “Flight times from São Paulo to Cape Town are between seven and eight hours, which means visitors can enjoy breakfast in São Paulo and dinner at the top of Table Mountain on the same day. When they have explored Cape Town and surrounds, we encourage them to visit neighbouring provinces to discover even more of what South Africa has to offer.”
Promoting Inclusive and diverse tourism
The LGBTQI+ market is another key focus for SAT. “We have made significant progress in positioning South Africa as a welcoming and inclusive destination for LGBTQI+ travellers. Through our collaboration with IGLTA (the International LGBTQ+ Travel Association), we are working to ensure travel advisers feel confident promoting South Africa as a safe and friendly destination with LGBTQI+ rights enshrined in South Africa’s Constitution and same-sex marriage legal in our country.”
SA’s unique appeal
According to Malikane, what truly sets South Africa apart from other global destinations is the warmth and uniqueness of its people. “In an era when global travellers are increasingly seeking authentic, human connections, South Africa offers unparalleled opportunities for engagement in a deeply meaningful way.”
