South Africa’s tourism industry is seeing strong growth from Russia – helped by visa-free entry and continued connectivity between the two countries – which has driven a dramatic 150% surge in arrivals since pre-COVID 2019.
South Africa’s latest International Tourism Report shows that, between January and September, arrivals from Russia hit 25 267 – a 28.5% increase from last year and more than double the 11 009 arrivals recorded in the comparative 2019 period.
“Strengthened ties between BRICS countries have positively influenced tourism. Easier cooperation, mutual interest and cultural exchange have made South Africa a more appealing and accessible destination for Russian visitors,” Julia de Beer, a Russian-speaking guide and Director of Cape Town-based Ruafrica Travel, told Tourism Update.
De Beer said travel restrictions in parts of Europe have prompted Russians to seek out new destinations.
“Europe was traditionally the top travel choice for Russians. But, as a result of the restrictions, Russians began looking for new, visa-free destinations and South Africa emerged as one of the most attractive alternatives. Prior to this, during the pandemic, South Africa’s stunning nature, wildlife and adventure opportunities captured Russian imaginations,” De Beer explained.
South Africa dropped visa requirements for Russian travellers in 2017.
Lee-Anne Bac, Advisory Partner: Tourism at BDO South Africa, said she anticipates total arrivals from Russia to exceed 40 000 this year: a number already exceeding SA Tourism’s target of growing to 36 000 annual arrivals by 2030.
“This is very impressive given the distance between Russia and South Africa and the lack of direct flights, and is a prime case in point of how visa-free access functions as a catalytic boon for tourism,” said Bac.
Stereotypes need correcting
De Beer said Russian travellers are commonly stereotyped as serious or unfriendly. “Russians often appear more reserved or serious in public, especially when compared to more expressive cultures, but that doesn’t mean they are unfriendly: once a conversation starts, many are warm, generous and hospitable,” said De Beer.
Bac said South Africa’s comparatively welcoming environment is an advantage.
“Importantly, most Russian visitors do not feel ostracised in South Africa or in our neighbouring Southern African countries. It’s important to realise that most Russian tourists are not political: they are ordinary people who want to travel, enjoy themselves and immerse themselves in culture,” Bac emphasised.
De Beer stressed that perceptions that the Russian market only comprise wealthy, high-end travellers are also misplaced.
“While there are, of course, affluent Russians who travel to exclusive destinations, the majority are middle-class travellers who seek affordable vacations,” said De Beer, pointing out that Türkiye was the top destination for Russian travellers in 2024, followed by the UAE, China, Egypt and Thailand.
“Russian tourists span all income levels and it is a vast, diverse country – travellers differ by region, age and socio-economic background. Those from big cities such as Moscow and St Petersburg, for example, will have very different travel habits to people from smaller cities,” said De Beer.
Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, said stronger engagement is required to develop a deeper understanding of the Russian market.
“We’ve noticed the exceptional growth from Russia this year and this has shown that it is a highly promising emerging market. We need more in-depth studies to gain a clearer understanding of the market and specific travel considerations and preferences,” Tshivhengwa said.
