In light of the strong rebound in travel from the UK to South Africa in 2025, operators have revealed several of the key trends that are defining the market’s interest in the country.
Between January and the end of May, South Africa recorded an 8.3% year-on-year increase in arrivals from the UK – reaching over 182 340, as reported by Tourism Update. This is the highest growth rate of any of the country’s top 10 source markets, and the second highest from Europe, surpassed only by 8.8% arrivals growth from Italy.
Multi-generational travel
In line with broader global travel trends, Africa specialists working closely with the UK market have witnessed particularly healthy demand for multi-generational family travel.
“Families are currently our fastest-growing segment from the UK, drawn by the diversity of experiences, ease of travel and value South Africa offers. The lack of a significant time difference also makes it especially appealing for families travelling with young children,” said Greg Fox, Co-Founder of Mahlatini Luxury Travel.
“There has also been notable growth in destination weddings, especially in the Cape Winelands, with guests often extending their stay into a full South African adventure,” Fox added.
Rebecca Cook, Head of Sales at Journeys With Purpose, said she expects the family travel market to continue its growth into South Africa’s upcoming peak season.
“We’re anticipating strong demand for the 2025 high season, particularly for multi-generational and small group travel focused on conservation, wildlife and cultural exchange.”
Shoulder seasons and ‘slow’ travel
Fox noted an increase in shoulder season and off-peak travel – likely driven by a “combination of better value and the appeal of South Africa’s temperate climate, especially as European summers become increasingly extreme”.
Julia O’Connor, Marketing Manager at African Pride UK, pointed out that year-round travel is driving an extension of traditional tourist seasons.
“Special offers during shoulder season help to extend the season and new product offerings in different locations help to offer something new for return visitors. South Africa appeals to clients year-round for different reasons so we help to guide on the best times to visit for their requirements – whether that be for something such as whale watching or to attend a specific event.”
Cook identified growing interest in “slower, more experiential journeys” that go beyond the classic Cape Town-Winelands-safari circuit, encompassing destinations such as the Kalahari, private reserves in the Eastern Cape and KwaZulu-Natal.
Wellness and meaningful travel
Meaningful, immersive travel continues to be an important consideration for the UK market, according to Cook.
“There’s growing demand for private lodges, wellness-led, women’s empowerment and conservation-led itineraries, and opportunities to engage meaningfully with local communities.”
Fox said wellness and gastronomy tourism – particularly among the 20 to 40 age group – are on the rise.
“There is an appetite for longer, more meaningful travel, and we anticipate continued growth in wellness and gastro-focused itineraries.”
Overall, Fox said South Africa continues to meet the sought-after criteria of sustainability, exclusivity and authenticity.
“South Africa is ideally placed to meet these expectations with conservation-led safaris, exclusive-use villas and exceptional service standards across the board.”
