SA Tourism has stated that the 12.6% year-on-year growth in arrivals from Europe – South Africa’s largest source market region – is indicative of sustained demand driven by enhanced marketing efforts.
For the full year 2025, double-digit growth was recorded across key markets such as the UK (15.4%), Germany (14%), Austria (15.6%), Switzerland (13.2%), Belgium (10.9%) and Italy (10.2%).
“These results reflect not only sustained demand for South Africa as a long-haul destination but also the impact of highly targeted, locally relevant initiatives implemented by our Europe hubs,” said Ian Utermohlen, SA Tourism’s Regional GM: Europe.
Utermohlen mentioned a number of initiatives in the UK (which overtook the US to become South Africa’s leading source market in 2025) and Ireland in the 2024/25 financial year.
These included execution of the “Live South Africa” campaign, which engaged more than four million consumers, and brand affinity work through the Gary Barlow’s Wine Tour: South Africa TV series, which reached over six million consumers.
“There has been increased confidence and capacity on all three direct airline partners – British Airways, Virgin Atlantic and Norse Atlantic Airways – who have been instrumental in meeting the uplift in demand,” Utermohlen added.
Performance from Central Europe (which includes Germany, Austria and Switzerland) was bolstered by “a robust focus on distribution channel optimisation, deeper engagement with tour operators and travel agents and consistent destination education”.
The DMO’s North Europe Hub – focused on markets such as The Netherlands, Belgium and Sweden – implemented a trade marketing initiative delivered in partnership with 15 of the region’s top Africa sellers.
Utermohlen pointed out that SA Tourism’s presence at the predominantly consumer-focused Vakantiebeurs in January this year was supported by a seven-city “Come Find Your Joy” roadshow across the Netherlands and Belgium, which connected product owners to 240 travel trade partners.
A standout of the South Europe Hub’s activities was the successful hosting of the 50th Selectour Congress in Cape Town last year, bolstering other targeted campaigns and localised “Come Find Your Joy” initiatives.
“We sincerely thank and recognise Team South Africa including the private sector, our provinces, other key stakeholders, South African missions in Europe and the UK, and our European distribution and business partners for their outstanding support and leadership. Despite ongoing challenges related to airlift and flight costs, our collective effort has strengthened our position and leaves us well placed to continue growing arrivals in South Africa,” said Utermohlen.
