South Africas 2024 holiday season is on the horizon and many of us are brainstorming our next holiday, the next family road trip to the other side of the country or a first-class flight to the other side of the world. Tourist arrivals in South Africa have been on an upward trend since the COVID-19 crisis , though the number remains lower than pre-pandemic levels, while domestic tourism underwent a resurgence in 2023 .
The short-term future looks bright, but a lot of work still needs to be done to promote local travel among South Africas population. So, how do tourism operators and accommodation providers distinguish themselves in the local sector? The answer is to play up our nations core strengths as a recognised, unique and affordable destination.
Destination: South AfricaSouth Africa embodies diversity in many ways. There is diversity in the natural environment, diversity in dining (nowhere in the world will you find a more assorted collection of culinary encounters) and diversity in culture. The country is home to a multitude of experiences that exemplify South Africa as a unique tourist destination.
Yet there is also always an opportunity to discover something new. We are familiar with the cosmopolitan and cultural centres of Cape Town, Johannesburg, Pretoria, and Durban, and natural landmarks such as the Kruger National Park and Garden Route, but situated between these centres is land, people and attractions that go uncelebrated by locals and international visitors.
And even then, there are South Africans who have yet to experience their first safari, climb up Table Mountain or walk along South Beach for the first time.
