As the global travel landscape continues to evolve, an interesting trend is gaining traction in South Africa: the growing preference for local, domestic travel. Economic pressures, shifting lifestyle values, and post-pandemic habits have led many South Africans to look inward — exploring their own provinces instead of crossing borders.
This shift isn’t just anecdotal. According to insights from South African Tourism and various hospitality bodies, domestic tourism is fast becoming a cornerstone of the sector’s recovery and growth.
Why Local Travel is Gaining Momentum
Several key factors are driving this trend:
Affordability: Rising fuel and airfare prices, coupled with fluctuating exchange rates, have made international travel less accessible to the average South African. Local travel offers a cost-effective alternative that doesn’t compromise on experience.
Safety & Convenience: Travelling locally reduces the uncertainty of international travel logistics, visa requirements, or last-minute border policy changes. It also allows travellers to make more spontaneous decisions with shorter planning windows.
Support for Local Economies: There's a growing awareness among South Africans of the importance of supporting local businesses — from small guesthouses and lodges to community-run activities and artisanal markets.
Flexibility & Remote Work: The rise of remote work and flexible schedules has made short local getaways more feasible, especially during off-peak times.
A Spotlight on Experience-Led Travel
Today’s local traveller isn’t just looking for a bed — they’re seeking meaningful, memorable experiences. Whether it’s hiking trails, stargazing, spa treatments, or farm-to-table dining, the demand is shifting towards holistic travel that includes both rest and recreation.
Properties that offer more than just accommodation — such as access to nature, wellness activities, or culinary experiences — are becoming increasingly attractive, especially to younger demographics and families.
Family and Multi-Generational Travel Is Increasing
Another growing segment is multi-generational travel, with families travelling together in larger groups. This shift requires the hospitality sector to consider accommodation flexibility, activity variety, and value-driven packages.
Business + Leisure = “Bleisure”
Hybrid travel is also on the rise, where business trips are extended into personal getaways. This has given rise to the so-called "bleisure" travel market, which blends corporate travel with leisure stays — and offers opportunities for properties that cater to both segments.
What This Means for the Industry
Hospitality providers across South Africa are adapting by:
Creating seasonal campaigns and regional packages tailored to local travellers
Emphasising value-for-money experiences, especially for families and couples
Enhancing their digital presence to cater to mobile-first and last-minute bookers
Focusing on wellness, nature, and slower travel as key marketing drivers
As local travel continues to surge, it’s clear that this is more than a temporary shift — it’s a reflection of changing priorities, deeper appreciation for home-grown destinations, and a new way forward for the hospitality sector.
01.07.2025
