Tourism practices are changing as travellers prioritise new preferences
Tourism in South Africa is undergoing a shift and is no longer defined by passive getaways or one-size-fits-all packages. The modern South African traveller is mobile-first, experience-driven and increasingly values authenticity and flexibility in their journeys. A recent survey conducted by consumer insights agency KLA, in partnership with YouGov Profiles, unpacks this further.
Some 84% of South Africans say a phone or tablet improves their travel experience. This sentiment has remained stable since 2021, reinforcing that mobile technology is now embedded across every stage of the travel lifecycle, from research and bookings to navigation, reviews, translation and communication. Mobile can no longer be treated as a feature – it must be the foundation. Websites, booking engines, loyalty apps and in-destination tools need to be seamless, fast and user-friendly, as a smooth mobile experience directly enhances brand engagement.
South Africans are increasingly prioritising travel that offers a sense of belonging and deeper exploration, with 81% agreeing that ‘you can only truly get to know a country by experiencing its culture’. This shows a shift toward experiences that include local cuisine, community interaction and authentic stories that go beyond typical tourist attractions.
Around 79% of participants described themselves as ‘passionate about travelling’. While this figure peaked slightly in 2024, it continues to rank among the top sentiments in 2025, highlighting that the travel bug has bitten and presents an opportunity for businesses to tap into an enduring emotional drive through campaigns that emphasise personal growth, shared memories and the joy of discovery.
Getting more involved
Around 76% of South Africans say they enjoy researching and planning their holidays. Planning is no longer seen as a chore but rather part of the fun, often sparked by Instagram inspiration, travel TikToks or deep dives into Google reviews. This calls for curated guides, visual content, itinerary tools and inspirational blogs that help simplify the process and empower travellers to shape their own experiences.
Leisure doesn’t mean laziness – 62% of respondents say they prefer holidays that include planned activities like food tours, workshops, hikes and cultural classes.
One of the most noticeable shifts in South African travel behaviour between 2021 and 2025 is the rise in last-minute bookings. In 2025, 40% of travellers say they ‘usually wait for last-minute deals rather than book early’, up from 31% in 2021. This is due to economic caution, remote work flexibility and the growing impact of real-time social media promotions.
Almost half of South Africans say they enjoy going off the beaten track when they travel. These travellers aren’t looking for luxury resorts: they want moments, like a remote hike, a hidden vineyard or a quiet stargazing spot.
About 70% of respondents say they spend their leisure time on hobbies and interests, suggesting that holidays are increasingly seen as extensions of personal passions, whether that’s photography, food, yoga, cycling or something else entirely. Travel is no longer just about escape but about doing more of what people love.
Text | Supplied
Photography | Jacob Lund
For more information, visit kla.co.za.
