After a period of stagnation post-COVID, the critically important UK source market has re-emerged as the star performer among South Africa’s top 10 tourism markets – by growth rate – in 2025.
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, according to the latest International Tourism report from Statistics South Africa. 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. South Africa’s UK arrivals have recovered to 90% of 2019 with the country’s overall overseas arrivals recovery at 88%.
“South Africa remains firmly in our top three destinations for the UK market, based on future bookings, which reflects a clear resurgence of interest. There is a tangible sense that UK travellers are rediscovering the destination in a meaningful way,” says Greg Fox, Co-Founder of Mahlatini Luxury Travel.
“The renewed and accelerated interest is particularly heartening. We are not only seeing a return to pre-pandemic numbers but, in many cases, surpassing them, especially among luxury travellers seeking authenticity, connection and adventure,” Fox adds.
Rebecca Cook, Sales Manager at Journeys With Purpose, says the strong year-on-year growth reflects renewed consumer confidence and eagerness to return to long-haul travel.
“It’s a positive sign that travellers are shifting back toward high-value, longer-haul travel, prioritising meaningful experiences – an area in which South Africa can really shine.”
Value and variety remain top drawcards
Despite concerns in some quarters about the effects of rising rates – for luxury safaris in particular – Fox says South Africa continues to offer exceptional value for money for UK travellers.
“This is a key factor amid ongoing economic uncertainty in the UK,” he says.
Some of the UK market’s growth is driven by strategic cross-selling, particularly among clients initially considering East Africa.
“Rising park fees in Kenya, for example, have made South Africa’s safari offering even more attractive, especially for families looking for high-value, immersive experiences,” Fox points out.
Julia O’Connor, Marketing Manager at UK-based African Pride, says: “The value and quality of experience and service that South Africa offers are highly valued by clients.
“The unique city, safari, coastal, cultural and historical attractions are enduring reasons our clients visit South Africa – as first-time visitors or seasoned return travellers.” Ongoing development of new products is beneficial, she adds.
“Working with our suppliers, it is fantastic to see the innovations and new products being offered to appeal to more diverse markets, enabling us to create even more personalised and memorable holidays.”
Destination marketing bears fruit
O’Connor says South Africa’s in-country destination marketing efforts in the UK have successfully raised and maintained awareness of tourism offerings.
“We work regularly with SA Tourism on fam trips to educate travel agents about the opportunities and unique experiences that a South African holiday will deliver for their clients. Feedback from these trips and follow-up bookings have always proved their value.”
Cook agrees that there is growing awareness of what South Africa offers beyond the traditional safari.
“Campaigns that spotlight South Africa’s cultural richness, conservation success stories and diverse landscapes have helped to reposition the country as a destination with diversity and purpose.”
While destination marketing has “certainly helped” to rebuild awareness and demand post-COVID, the true pull of South Africa is within the product, Fox says.
“The country’s ability to deliver a variety of experiences including safari, wine, culture, gastronomy and wellness is the real driver behind this growth. Marketing efforts help open the door but it is the experience on the ground that truly seals the deal,” he says.
