According to data released by Stats SA on Wednesday, the number of visitors to South Africa decreased by 16.9% to 835,380 between August and September. This represents a 1.3% year-on-year dip in tourist numbers. The majority of visitors, 672,838, came from other African countries, primarily within the Southern African Development Community (Sadc). In contrast, 161,753 tourists arrived from overseas regions, including Europe, North America, and Asia.
The data highlights that Sadc nationals constituted 79% of all tourists to South Africa in September, with Mozambique, Zimbabwe, and Lesotho being the top countries of origin. Visitors from other African countries made up 1.6% of the total, while overseas tourists accounted for 19.4%. The US, the UK, and Germany were the dominant overseas tourist markets. This trend is significant, as South Africa has identified tourism as a key driver of economic growth.
Despite its potential, South Africa ranks below Morocco and Tunisia as the continent's most preferred tourist destination, according to a report by BDO. The country lost out on R6.5bn in foreign spending in 2025 due to its heavy reliance on travellers from Sadc, who traditionally spend less than their overseas counterparts. This has led to efforts to diversify the tourist market and attract more high-spending visitors from other regions.
During September, 97.5% of tourists indicated they were in South Africa for holiday, compared with 2.1% for business, 0.3% for study, and less than 0.1% for medical treatment. Among overseas regions, Australasia had the highest proportion of tourists who came for holiday, followed by North America, Central and South America, Europe, the Middle East, and Asia.
Despite being a popular destination for fellow Africans, South Africa has struggled with a perception of being unwelcoming to African nationals, particularly after a wave of sentiment against undocumented immigrants this year. To address this, South African Tourism, the government's official national marketing agency, plans to launch a multimillion-rand charm offensive to woo visitors from Nigeria and Ghana.
The campaign aims to rehabilitate the country's image as a host by targeting travellers from Nigeria's big cities, including Lagos, Abuja, and Port Harcourt, and Ghana's economic hubs of Accra and Kumasi. Research showed that there is insufficient authentic content available about South Africa and its leisure offerings, and the country ranks poorly on key travel attributes, except for wildlife.
The latest Stats SA report provides valuable insights into the country's tourist industry, highlighting areas for growth and improvement. As South Africa seeks to boost its tourism sector, it will be crucial to address perceptions and develop effective marketing strategies to attract a more diverse range of visitors.
Key points
- South Africa saw a 16.9% drop in tourist numbers to 835,380 in September.
- The country relies heavily on visitors from Sadc, who traditionally spend less than overseas tourists.
- South Africa plans to launch a charm offensive to attract visitors from Nigeria and Ghana.
