Exploring South Africa: the shift towards meaningful travel experiences in 2025
South Africa’s travel industry is buzzing with excitement and, as we approach 2025, it’s clear that the appetite for travel among South Africans has grown stronger than ever.
Fuelled by a mix of post-pandemic revenge travel, a renewed focus on meaningful experiences, and the increasing influence of technology, the country’s travellers are redefining how they explore the world.
South Africans are prioritising experiences over material goods
According to Dorcas Dlamini Mbele, Area Commercial Director for Marriott International – Sub-Saharan Africa, South Africans are putting their money into experiences rather than material possessions.
"South Africans are invested in having unique experiences," she noted during a recent press briefing. This shift signals a broader cultural trend, where travel is no longer just about ticking off destinations — it's about immersing oneself in meaningful, memorable moments.
A recent survey by Marriott Bonvoy’s 2025 Ticket to Travel research revealed that 65% of South Africans are planning six or more trips in 2024, averaging one trip every two months.
This isn’t just a fleeting trend; it’s a reflection of the nation’s resilience, optimism, and desire to explore, reconnect, and celebrate life.
One of the most striking trends is the rise of heritage travel, particularly among young South Africans. The same survey found that 75% of respondents have either taken or plan to take a trip to explore their family heritage.
Leading the charge are individuals aged 25 to 35, with 88% in this age group expressing a strong desire to reconnect with their roots.
South Africa’s complex history of displacement and migration has left many people curious about their ancestry. For young travellers, heritage trips aren’t just about understanding their past — they’re about reclaiming their stories and identities.
Whether it’s visiting family homesteads, exploring ancestral villages or tracing cultural traditions, these trips are deeply personal and transformative, explained Mbele.
Domestic travel on the rise
While many South Africans dream of international getaways to destinations like Paris, Mauritius, or New York, a significant portion are turning their attention inward.
Twenty-seven per cent of respondents expressed interest in exploring South Africa’s diverse landscapes and hidden gems. From the iconic coastline of the Garden Route to the rolling vineyards of the Cape Winelands, local tourism is thriving.
This trend aligns with the global push for "staycations" and sustainable travel. Travellers are increasingly aware of the environmental impact of their choices and are opting to explore their backyard instead of taking long-haul flights.
This shift not only supports local economies but also allows South Africans to rediscover the beauty of their homeland.
The influence of technology and social media on travel plans
Technology is playing a central role in shaping how South Africans plan their trips. A staggering 48% of travellers now use AI tools and social media platforms for inspiration and decision-making.
Platforms like Instagram, TikTok, and Pinterest have become virtual travel guides, offering curated itineraries, influencer recommendations, and stunning visuals of must-visit destinations.
Travel influencer Gophari, who goes by the @gopharitravels handle on TikTok, has visited over 29 countries, noted that social media is a double-edged sword.
While it inspires people to travel more, it can also create unrealistic expectations.
“It’s important to use social media as a guide, not a rulebook,” she advised. “Travel is personal, and your experience is what matters most.”
Women leading the charge in travel.
Interestingly, the survey highlighted a gender difference in travel preferences. Sixty-three per cent of women expressed a desire to travel more in 2024, compared to 56% of men. This aligns with the rising popularity of solo travel, particularly among women.
Gophari shared her experiences of travelling alone, noting that while it takes courage to venture out solo, the rewards are incredible.
“It’s empowering,” she said. “I’ve explored countries as diverse as India and South Africa, and solo travel has taught me independence and self-reliance.”
However, safety remains a key concern for solo travellers, especially women. Gophari recommends thorough research, staying in secure accommodations, and trusting one’s instincts.
She also encourages women to embrace the freedom that comes with solo travel: “Push past the fear — travelling alone is one of the most liberating experiences you can have.”
While South Africans are eager to explore their continent, challenges remain. Limited direct flights between African countries, high travel costs, and visa restrictions often deter intra-African travel.
For example, travellers from East Africa sometimes need to transit through Europe or Dubai to reach South Africa, adding time and expense.
Efforts are underway to address these barriers. Countries like Kenya are relaxing visa requirements, and the cruise industry is expanding its offerings in Africa, doubling the number of cruises in 2023 compared to previous years, said Mbele.
These developments are positioning Africa as an increasingly accessible and attractive travel destination.
As we step into 2025, the future of South African travel looks bright. With 60% of respondents planning more holidays next year, the industry is poised for growth.
Whether it’s heritage travel, eco-conscious tourism or solo adventures, South Africans are embracing travel as a way to reconnect with themselves, their families and the world around them.