2024 has seen a surge in African travel across the board
South Africa’s tourism industry has smashed it in 2024, pulling in record visitor numbers and proving why it’s one of the hottest travel destinations out there. From epic safaris in the Kruger to Cape Town’s unbeatable mix of beaches, culture, and cuisine, the country has been buzzing with travellers chasing adventure and a bit of luxury.
The Garden Route is as popular as ever, wine estates are overflowing with visitors, and the increase in direct international flights has made getting there a breeze. Sustainability is also playing a big role in the boom, with eco-lodges, conservation projects, and community initiatives drawing travellers who want their holiday to do some good.
Throw in major events, festivals, and a growing reputation as a year-round destination, and it’s no wonder South Africa’s tourism scene is growing so fast. With new investments and fresh experiences popping up everywhere, it’s clear the country’s momentum is only going one way – up.
Incentive travel on the up
Incentive travel has experienced a notable surge this year, with business increasing by up to 30% compared to 2023. Europe has made a strong comeback after a challenging period of economic stagnation and geopolitical turbulence, during which many companies opted for short-haul trips.
As post-pandemic preferences shifted, travellers within Europe grew eager to venture further afield. Looking ahead to 2025, demand shows no signs of slowing, with significant interest emerging from markets such as Germany, Austria, Switzerland, and the Netherlands, as enthusiasm for long-haul travel returns.
South America has been a standout performer in 2024, supported by the strong flight connectivity offered by LATAM and SAA to Brazil. This uptick has helped offset a decline in business from the UK.
The outlook for next year includes a rise in per-person spending on incentive travel. According to the 2024 Incentive Travel Index, published by the Incentive Research Foundation and SITE, 80.4% of over 1,400 industry professionals anticipate increased spending per traveller in 2025.
Technology companies have led the way in expenditure this year, allocating $5,200 per participant compared to the overall average of $4,900. The finance, insurance, and automotive sectors are close behind, with an average of $5,000 per person. Additionally, 70% of buyers are seeking fresh destinations, reflecting a growing preference for unique, experiential, and sustainable travel options.
Surge in sustainable Southern Africa safaris
This year has been the year of sustainable leisure travel, with the inbound sector focused on destinations championing sustainability, conservation, and communities. Safaris to Southern Africa have seen a surge in popularity, as travellers seek authentic, eco-conscious experiences in the region’s iconic wilderness areas.
Destinations like Botswana, Namibia, South Africa, and Zimbabwe are attracting visitors eager to connect with nature while supporting conservation efforts. Many are moving beyond the traditional “big five” checklist to explore intricate ecosystems through activities like birding, walking safaris, and cultural interactions.
Post-pandemic travellers are prioritising meaningful, smaller-group experiences that minimise their footprint. With lodges embracing solar power, plastic-free policies, and conservation-focused models, Southern Africa’s safari industry is proving that unforgettable adventures can go hand in hand with preserving the planet – placing the region at the forefront of sustainable travel.
All of which places SW Africa at the forefront of this trend with its commitment to using sustainable suppliers across Africa.
Discover the Land of a Thousand Hills
When it comes to sustainable champions, Rwanda – known affectionately as the Land of a Thousand Hills – is fast becoming one of Africa’s most sought-after destinations, blending breathtaking natural beauty with a deep commitment to conservation.
Best known for its mountain gorillas in Volcanoes National Park, Rwanda offers far more than primate trekking. Visitors can explore the lush rainforests of Nyungwe National Park, home to playful chimpanzees and a canopy walkway, or witness the resurgence of Akagera National Park, where lions and rhinos roam once again thanks to rewilding efforts.
Rwanda’s tourism model prioritises sustainability and community engagement, with initiatives ensuring local people benefit directly from conservation. Luxury lodges like those from One&Only and Wilderness Safaris offer guests the chance to experience world-class comfort while contributing to wildlife preservation and local development.
Kigali, the capital, adds a vibrant urban dimension, renowned for its cleanliness, art galleries, and a poignant Genocide Memorial that invites reflection on the country’s remarkable transformation.
From its wildlife encounters to cultural depth, Rwanda continues to redefine itself as a destination where travel creates lasting impact – for both visitors and the land they explore.
Check out this great Rwanda itinerary