The claim that “German clients have very unpredictable booking lead times and travel patterns” is a sweeping generalisation that misrepresents a highly structured travel culture. Germans can be many things – meticulous, cautious, discerning – but “unpredictable” is not one of them. Their travel planning is typically anchored to well-defined school holiday periods or regulated leave windows and lead times are often impressively far in advance.
If booking patterns appear inconsistent post-COVID, it’s not due to erratic behaviour but rather economic realities: a weakened German economy, rising flight costs to South Africa and growing job insecurity have made discretionary travel more complex.
Many travellers are reluctant to commit to extended leave or long-haul trips without financial and professional stability. To conflate these factors with unpredictability is not only inaccurate, it risks alienating a market that values transparency, trust and thoughtful engagement.
There are also structural factors shaping the German inbound market that deserve attention. Historically, German travellers have shown little appetite for the opulence of five-star luxury properties, favouring instead the more modest, rustic and value-driven four-star bracket. Unfortunately, these are few and far between in South Africa, especially in the safari lodge spectrum.
Additionally, Germans tend to be highly self-sufficient, highly price-conscious and prefer self-drive itineraries, which makes reliable infrastructure a key consideration. Our limited public transport options, patchy road conditions in certain regions and inconsistent signage can all influence their decision-making. These are not minor inconveniences – they directly affect how confident and independent a traveller feels – and, for a market that values autonomy, they matter.
Most critically, the cost and availability of flights from Germany to South Africa have become a major deterrent. With fewer direct routes, limited seasonal capacity and rising fares, even well-intentioned travellers are forced to reconsider or postpone their plans. This isn’t just a matter of convenience – it’s a structural barrier to inbound tourism. While there are broader institutional factors at play, including the role of national tourism bodies, that’s a can of worms I’ll leave unopened for now.
I agree with the sentiment that mainstream advertising in the German market often leans too heavily on the usual suspects: Cape Town, the Garden Route and Kruger. These destinations are iconic, yes, but they neither reflect the full depth of South Africa’s offering nor speak to the evolving interests of German travellers. Partnering with niche travel companies to create more experiential, targeted campaigns is a smart move but we shouldn’t restrict ourselves to B2C channels alone.
The German market is highly structured and B2B relationships—especially with trusted tour operators, travel agents and regional wholesalers –still play a vital role in shaping consumer choices. These intermediaries are often those curating the journeys, vetting suppliers and reassuring clients about logistics, safety and value. A hybrid approach that combines authentic storytelling, strategic B2C engagement and strong B2B partnerships would be far more effective in attracting the right clientele and expanding beyond the predictable circuit.
As someone who works closely with German-speaking travellers and curates their journeys through Southern Africa, I believe it’s essential to move beyond generalisations and engage with the realities shaping their decisions. Booking patterns, infrastructure concerns and economic pressures all play a role but so do trust, transparency and cultural nuance. If we want to strengthen this market, we need to understand it on its own terms. That starts with listening not labelling.
Thank you for the platform to share a more nuanced view. I hope this adds value to the ongoing conversation about German inbound travel.
Claire Oertle, All About Africa Tours & Travels
