Saudi Arabia has emerged as one of South Africa’s fastest-growing markets with arrivals increasing more than fourfold since the end of the pandemic.
South Africa recorded 24 942 Saudi tourists in 2025 – up from just 5 461 in 2021 – an increase of more than 350%. Saudi arrivals increased by just over 20% year on year in July this year.
The market’s rapid expansion comes as South Africa and Saudi Arabia look to deepen tourism ties. Tourism Minister Patricia de Lille hosted Saudi Arabia’s Minister of Hajj and Umrah, Tawfiq bin Fawzan Al-Rabiah, in South Africa last week for discussions on closer cooperation.
While arrivals have fluctuated this 2026, with 6 625 Saudi tourists recorded between January and June, down 19% from the same period in 2025, the longer-term trend points towards growth. The Middle East region, more broadly, has also shown growth with a 20% year-on-year increase in July.
Saudi operators say growing awareness of South Africa, visa-free access and changing travel preferences among a younger generation of Saudi travellers are helping drive demand.
Visa-free access
Naif Fahad, General Manager of Safari Voyage, says interest in South Africa has grown substantially since the country introduced visa-free access for Saudi nationals in 2019.
“Since then many companies and famous people have visited South Africa. They like South Africa more than Europe because it’s cheaper, it’s safer and there are a lot of activities for them to discover.”
Aurelien Buissonniere, Founder of Riyadh-based Oryx Tracks, says a generational switch has contributed to the overall increase in interest in South Africa.
“The Saudi population is young with 65% below 35 years old. This population is starting to travel on their own, seek more adventure and a change of scenery and explore the world more than their parents did.”
Official Saudi demographic data puts the proportion of Saudi citizens under 35 even higher at 71% in 2024.
Overwhelmingly, Buissonniere says, his clients are first-time travellers to Africa.
“South Africa is the entry point because it’s the most accessible and perceived as the safest. It benefits from the image of Cape Town, which is reassuring for the local population here.”
Fahad has similarly seen demand predominantly from first-time visitors, particularly families and honeymooners.
However, he points out, Saudi travel is usually limited to a relatively small number of established South African destinations.
“People usually just want to go to Cape Town, Sun City or the Garden Route. When I offer to add on Kruger Park, they’re not interested because they are afraid to go away from Cape Town and make the long trip to Kruger. They stick to the Garden Route safaris.”
Air access
Air connectivity between the Gulf and South Africa has also increased. Emirates reinstated its fourth daily Johannesburg service and introduced a third daily Dubai-Cape Town service from July 1, taking its schedule between South Africa and Dubai to 56 flights per week across Johannesburg, Cape Town and Durban.
“Many European airlines have cut ties completely with the Middle East in the past 12 months, leaving only local airlines operating and driving prices up significantly. This automatically shifts interest to other destinations,” says Buissonniere.
Connectivity, nevertheless, remains one of the constraints in growing the Saudi Arabia market with most travellers from Riyadh connecting through a Gulf hub on Qatar or Emirates or an African hub on Ethiopian Airlines.
Fahad says the regional conflict initially disrupted existing South African bookings. Some Saudi travellers cancelled or deferred trips but rebooked.
“It’s not about a new destination. They want to go to South Africa.”
Room to grow
Buissonniere expects the Saudi market to continue growing over the next 12-24 months.
“The underlying drivers look durable: rising Saudi outbound travel, appetite for less-common destinations and a destination that genuinely suits how families here travel. The main constraint is connectivity and awareness rather than demand,” he says.
