South Africa’s tourism industry has experienced double-digit growth in arrivals from the Netherlands but Dutch tour operators report a more nuanced picture with geopolitical uncertainty weighing on some bookings while demand grows for wellness, family and multi-destination holidays.
Statistics South Africa’s latest data shows that arrivals from the Netherlands increased 13.8% year on year from 4 069 in June 2025 to 4 632 in June 2026.
For the first six months of the year, Dutch arrivals reached 66 936 – up 11% from 60 319 during the same period last year.
However, Jozef Verbruggen, Founder and Director of Dutch operator Untamed Travelling, says his business is currently seeing a different trend.
“At the moment, we’re seeing a decline of around 10%. We believe this is largely due to the uncertainty about the global situation. Many travellers are postponing their trips and waiting for more stable times. The war in the Middle East has also had a negative impact on travel demand.”
Despite the softer demand, Verbruggen believes the decline could prove temporary.
“I think it will be stable and the 10% we lost will come back,” he says.
Wellness as a niche opportunity
For Marleen van Griensven, Founder of Dutch health and wellness specialist Puurnkuur, South Africa remains a strong sales market.
The operator, founded in 2005, added South Africa to its portfolio around three years ago, offering products including yoga and Pilates combined with wildlife experiences in the Kruger National Park as well as a medical spa in the Cape Winelands.
“We have really seen strong numbers for South Africa. At the moment, the increase in bookings is mostly in areas where people find that combination of nature together with relaxation and the experience of safaris,” says van Griensven.
She says clients typically stay for nine to 11 nights and have relatively high budgets with programmes focused on areas such as mental balance, stress management, yoga, Pilates, sport and detox.
“The interesting thing with health and wellbeing tourism is that it’s a year-round product,” she says.
She believes South Africa has further potential as a premium wellness destination by developing more specialised programmes around boutique properties and nature-based locations.
“There is a passion for this mind-and-body trend – for mindfulness. That means boutique resorts, medical spas, retreats and really special places located in nature.”
Safety a key concern
Safety remains one of the most significant issues when selling South Africa to Dutch travellers.
Verbruggen says clients commonly raise “responsibility and safe travel” when considering a South African holiday.
Van Griensven says the issue is particularly relevant to the wellness market because many of her clients travel alone.
She believes South Africa could do more to promote the country as a safe destination for solo wellness travellers, pointing to Thailand’s approach to marketing the destination to this segment.
Multi-country holidays gaining traction
Another trend identified by Verbruggen is the growing appeal of combining several destinations into one high-end African itinerary.
He says travellers are looking to combine two or three iconic destinations into a single, seamless journey instead of taking one standalone trip.
Verbruggen identifies Cape Town and Botswana as a particularly strong pairing for travellers prioritising wildlife while Cape Town and Namibia can appeal to those seeking landscapes and exploration.
He also sees potential in combinations involving Zimbabwe, Mauritius and Zanzibar.
Verbruggen recommends starting itineraries in Cape Town before moving on to safari or adventure destinations, saying the city provides an easier introduction to the time zone while offering food, wine and wellness experiences.
“If it’s a two-week trip, I would not try to do Cape Town, a safari destination and an island. Two locations will feel much more relaxed. If it’s three weeks or more, all three can work comfortably.”
Van Griensven likewise says clients can add other African destinations or regions to their wellness stays.
Family travel and ‘coolcations’
Family travel is another area with significant potential, Verbruggen says.
“Family travel is a major growth area, largely because South Africa continues to offer great value for money.”
Verbruggen also identifies a growing “coolcation” trend among Dutch travellers looking for destinations with cooler temperatures, driven by the extreme heatwaves currently experienced across Europe.
