South Africa’s 2024 holiday season is on the horizon and many of us are brainstorming our next holiday, the next family road trip to the other side of the country or a first-class flight to the other side of the world. Tourist arrivals in South Africa have been on an upward trend since the COVID-19 crisis, though the number remains lower than pre-pandemic levels, while domestic tourism underwent a resurgence in 2023.

The short-term future looks bright, but a lot of work still needs to be done to promote local travel among South Africa’s population. So, how do tourism operators and accommodation providers distinguish themselves in the local sector? The answer is to play up our nation’s core strengths as a recognised, unique and affordable destination.

Destination: South Africa

South Africa embodies diversity in many ways. There is diversity in the natural environment, diversity in dining (nowhere in the world will you find a more assorted collection of culinary encounters) and diversity in culture. The country is home to a multitude of experiences that exemplify South Africa as a unique tourist destination.

Yet there is also always an opportunity to discover something new. We are familiar with the cosmopolitan and cultural centres of Cape Town, Johannesburg, Pretoria, and Durban, and natural landmarks such as the Kruger National Park and Garden Route, but situated between these centres is land, people and attractions that go uncelebrated by locals and international visitors.

And even then, there are South Africans who have yet to experience their first safari, climb up Table Mountain or walk along South Beach for the first time.

How to craft a ‘South African’ experience

There is a look and feel to South African accommodation and hotels and other operators have the opportunity to leverage, and therein showcase, South Africa’s intrinsic diversity in several ways.

One of those ways is through architecture and art. Local artwork installations as part of a hotel room’s and suite’s decor not only cements the overall theme of the accommodation, but also helps create a memorable experience for guests, one that is distinctly ‘South African’.

The same can be said about architecture. For example, the recently launched Radisson Safari Hotel Hoedspruit uses earthy colours and natural materials to complement the Drakensberg mountains in the distance and blend in with the surrounding natural environment. Design and architectural decisions such as these lend to the idea that accommodation is not just a functional component of a holiday trip, but is a fundamental component of the overall experience.

There is growth in simplicity

Many South Africans assume that overseas travel is always superior to domestic travel. I wholeheartedly disagree. While overseas travel may be beneficial, expanding our horizons and accessing experiences beyond our shores, there is so much to be discovered in local and regional travel beyond enhanced value, be it financial or experiential.

Local travel can be simple, and it’s that simplicity that resonates with people. There are always ample opportunities to explore new places and discover new things that are closer to home and do not require extended travel periods or complex arrangements.

Operators have several means to incentivise local travel. Members of loyalty programmes offered by accommodation providers can enjoy discounted rates and free room upgrades. Loyalty incentives help to elevate the accommodation experience even further while unlocking additional value for the more budget-conscious traveller, be they domestic or international.

South Africa, no matter what, will always be an affordable destination for international travellers, and makes for a very robust domestic tourism environment, contributing to reliable growth in the sector.