South African Tourism has set an ambitious goal to increase Indian tourist arrivals to 10% of total international visitors in the upcoming 2025/26 financial year. Currently, Indian travellers make up just 3.9% of total arrivals.
For the 2024/25 financial year, the organisation is aiming to welcome 100 000 Indian visitors to South Africa, building on the 79 774 arrivals recorded in 2023. This represents a significant leap from 2022 with a 43% year-on-year increase driven by post-pandemic recovery and the success of SAT's More & More campaign launched in India in 2022.
From January to October 2024, before peak season, 57 992 Indian tourists explored South Africa, indicating strong momentum towards achieving this milestone.
Gcobani Mancotywa, SA Tourism Regional General Manager: Asia/Australasia/Middle East, is confident South Africa will reach the India arrivals goals through its targeted campaigns and the launch of the Trusted Tour Operator Scheme (TTOS) this month (January), which will streamline visa processing for group travellers.
"The Indian market holds immense potential for South Africa, but certain challenges have impacted the ease of travel from India – most notably visa accessibility and air connectivity. However, during the recent visit to India by Tourism Minister Patricia de Lille, we made considerable progress in addressing these concerns. To simplify the visa process, South Africa will soon introduce an electronic travel authorisation system allowing travellers to apply for visas online. This, together with the TTOS, will ensure faster approvals and an enhanced traveller experience."
While in India, De Lille also had fruitful discussions with Indian airlines to explore potential code-share partnerships aimed at strengthening aviation links between the two countries.
More & More campaign
To tap into the Indian market, SA Tourism collaborated with Indian influencers to showcase the beauty of South Africa. This year, through the More & More campaign, the marketing body initiated a deal-driven campaign, in partnership with Ethiopian Airlines, offering exclusive packages that combine affordability with unmatched travel experiences, making South Africa more accessible to Indian travellers.
“We aim to showcase South Africa as a destination that offers 'more' in every sense – adventure, culture and value – making it a top choice for Indian travellers this summer and beyond,” Macontywa said.
Indian traveller preferences
Indian travellers are among the biggest consumers of adventure activities globally. They are drawn to South Africa's unmatched diversity with more than 3 000 adventure activities and experiences on offer. Wildlife safaris and the Big 5 remain a top highlight. The Kruger National Park and Pilanesberg Game Reserve, with their luxury lodges, are perennial favourites.
South Africa's rich cultural heritage is another major attraction – from exploring Cape Town's vibrant streets to taking the historical Robben Island tour. Culinary tours and cultural immersion are also sought-after activities. For example, exploring the Cape winelands, enjoying township tours by bicycle or indulging in Zulu culture in KwaZulu-Natal. Exploring the Inanda Heritage Route, with its ties to Indian history and Mahatma Gandhi's satyagraha movement, is also popular.
Adventurous travellers go shark cage diving, bungee jumping from the Bloukrans Bridge and hiking in the Drakensberg Mountains. For families, destinations such as the Two Oceans Aquarium in Cape Town and interactive experiences at wildlife sanctuaries are especially popular.
Learn South Africa initiative
A key initiative among India's travel trade is the “Learn South Africa” workshop in its 10th iteration this year. It focuses on second and third-tier cities such as Chandigarh, Nagpur and Kochi where travel trade partners are equipped with the latest insights and tools to create unique itineraries highlighting South Africa's diverse offerings.
The initiative emphasises South Africa as a value-for-money destination, leveraging its favourable exchange rate compared with the Indian rupee. Wildlife safaris, culinary tours and cultural immersion are promoted as unique travel experiences.
"South Africa is ready to captivate even more Indian travellers with its diverse offerings and targeted strategies. With momentum already building, the country stands ready to deliver unforgettable experiences that will solidify its appeal as a premier destination for Indian tourists," said Mancotywa.
