South Africa – A premier long-haul destination at ITB Berlin 2025
South Africa continues to enchant travellers worldwide as one of the most sought-after long-haul destinations
With its breathtaking wildlife, dynamic cities, rich cultural heritage, world-class gastronomy, renowned wines, and, most importantly, its warm and welcoming people, the country offers unique travel experiences.
Beyond its traditional attractions, South Africa is emerging as a leading destination for astro-tourism, health and wellness experiences, and gastronomy, adding new dimensions to its diverse tourism offering.
Astro-tourism: A window to the universe
Dark night skies and astronomical heritage are important factors for growing astro-tourism. South Africa is quickly becoming a leading astro-tourism destination, offering some of the world’s clearest night skies. The Karoo region, home to the South African Astronomical Observatory and the MeerKAT Radio Telescope, provides impressive stargazing opportunities. Travellers can explore observatories, attend guided night-sky experiences, and marvel at celestial wonders away from city lights. Preserving and protecting the dark night sky and investing in astro-tourism is central to economic and tourism diversification.
Health & wellness: Rejuvenate in nature
The country’s wellness tourism sector is flourishing, with luxury spas, nature retreats, and holistic wellness experiences set in breathtaking landscapes. From hot springs in the Western Cape to luxury wellness lodges in the Drakensberg, South Africa offers relaxation, rejuvenation, and healing through traditional African therapies, yoga retreats, and nature-based wellness experiences.
Gastronomy: A culinary journey
South Africa’s culinary scene continues to gain global recognition, blending African, European, and Asian influences reflecting the country’s rich cultural diversity. Traditional dishes like bobotie, a spiced minced meat bake with an egg-based topping, and biltong, a dried and cured meat snack, highlight local flavours. The cuisine also features indigenous ingredients such as mieliepap (a maize porridge) and wild game meats. Influences from Dutch, Indian, Malaysian, and British settlers have introduced dishes like boerewors (a spiced sausage) and Cape Malay curries. Braai (barbecue) culture is a beloved social tradition, bringing people together over grilled meats and local specialties. The Cape Winelands, renowned for producing some of the world’s finest wines, pairs its offerings with Michelin-calibre cuisine. Food lovers can explore vibrant food markets, indigenous dining experiences, and wine and food pairings that showcase the country’s diverse flavours.
Tourism growth and resilience
According to the latest data from Statistics South Africa, international arrivals reached 8.92 million in 2024, marking an impressive 5.1% growth compared to 2023. Africa remains the dominant source market, contributing 76% of total arrivals, while long-haul markets continue to recover steadily. The sector now contributes 8.8% to the country’s GDP and supports 1.68 million jobs, according to the World Travel and Tourism Council (WTTC).
“It is encouraging to see that despite economic uncertainties in various parts of the world, the global tourism sector is growing. It is even more encouraging that our country follows the same trend and trajectory,” says Minister of Tourism, Patricia de Lille.
Tourist arrivals from the Americas saw a strong 10.9% growth from 2023, reaching 505,579 in 2024. This consistent growth highlights South Africa’s appeal among long-haul travellers and the effectiveness of strategic partnerships with airlines and trade.
Tourist arrivals from Europe reached 1,258,706 in 2024, reflecting a 1.1% increase compared to 2023. The United Kingdom remains the top European source market, with 349,883 arrivals in 2024, though this was 1.8% lower than 2023. Germany experienced strong growth of 4.0%, with 254,992 arrivals in 2024. The Netherlands saw a 0.8% increase, totalling 132,422 arrivals in 2024.
Asia & Australasia: Noteworthy growth
Tourist arrivals from Asia surged by 4.2%, with 207,718 tourists recorded in 2024. Australia also posted steady gains, with strong travel demand from the region expected to fuel further growth in 2025. The Middle East saw a decline of 16.1%, with total arrivals dropping to 45,602. However, Saudi Arabia changed the trend, increasing arrivals by 12.1% to 18,333 arrivals to South Africa in 2024.
Hall 20 / Stand 201
South African Tourism & SMEs Workshop
Wednesday, 5 March
> 11:30a.m. / hub27, Room Beta 8
Providing South African SMEs and key partners, including tour operators and travel agencies, with extensive networking opportunities
Daily business networking
Every day
From 5:00p.m. / Hall 20 / Stand 201