Fears that travel demand from the US will wane as a result of President Donald Trump’s widely publicised claims of a “white genocide” in South Africa are becoming reality for some operators, prompting calls for government to urgently intensify its destination marketing efforts.
Several operators told Tourism Update that demand has been directly affected by the diplomatic tensions between the two countries, which culminated in a tense Oval Office encounter between Trump and President Cyril Ramaphosa on May 21.
“We have seen a massive drop off in clients wanting to go to South Africa – many can’t even be seen to be going there and have switched plans to go elsewhere in Africa. Thankfully for them, there are many other choices and this is what South Africa needs to realise,” Deborah Calmeyer, CEO and Founder of high-end operator ROAR Africa, told Tourism Update.
“We’ve had a number of clients express concerns and, in some cases, adjust their travel plans,” said Sarah Morris, GM: Private Clients at Ker & Downey Africa. “We’ve also had past clients reach out simply to check in and see how we’re doing. In these situations, we provide clear, up-to-date information and reassurance based on real-time insight from our team and partners on the ground.”
Leading up to the presidential meeting, demand for South Africa from the US was already affected by Trump’s rhetoric, according to a Tourism Update poll. Conducted in April, the poll found that 50% of industry respondents noted a drop in demand as a result of the diplomatic tensions compared with 29% who didn’t.
Byron Thomas, Senior Destination Specialist of Natural World Safaris, said US clients are “proceeding with caution”. He added: “Enquiries have dropped a little but those that have enquired for an African safari have gone on to book.”
Opportunity to showcase what makes SA great
Calmeyer said the situation presents an opportunity for South Africa’s government to intensify efforts to showcase “the aspects that make the country so attractive to US travellers”.
She added: “US guests are in search of peace, beauty and space, and that’s what we have in South Africa. The lack of awareness of what makes our country so special, and what attracts US visitors who spend the most, tip the most and have the biggest referral networks, needs to be understood – especially given the number of lives dependent on tourism.”
The US has been the top performer among overseas source markets during South Africa’s post-COVID recovery. In 2024, over 370 000 US arrivals were recorded – around 6% higher than the second-largest overseas source market, the UK.
SATSA CEO David Frost has stated that the meeting reignited sensationalist international focus on crime in South Africa with much of the media coverage lacking the nuance needed to understand the lived experiences of travellers to the country.
“Like every country, we face challenges. But what we don’t have is a crisis that justifies global panic or distorted narratives. What we do have is millions of tourists arriving safely every year, and leaving with stories that have nothing to do with fear and everything to do with awe,” Frost said.
“We don't pretend crime doesn’t exist. But context matters. The suggestion that tourists are at significant risk is dangerous misinformation that serves political agendas rather than public interest,” Frost added.
