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We are rapidly nearing the end of 2025, and it is time to take a look at local and international travel trends for the holiday season. This often gives us insights into domestic and international travel behaviour for 2026, and this is useful, as it is about this time that we get out our crystal balls to see what the future holds and try to pre-empt the changes we will need to make to maintain our ‘edge’ in the new year. I have seen a few distinct trends emerging for this year-end in SA, none of which are surprising, but we must be cognisant of them and do our best to achieve another bumper holiday season.
Affordable, but experiential and personalised, is the call
Firstly, it is clear that the volatile economy we have experienced through 2025 has taken its toll on some people’s pockets. Travellers seem to be somewhat more cost-conscious, opting for last minute bargains, budget airlines, and lower-cost accommodation. I wrote recently about the rapidly growing trend towards experiential travel worldwide, and it appears that, amongst South Africans too, there is a growing demand for cost-effective, experiential travel. This trend tends to create a situation where many travellers are booking very late to try to take advantage of last minute bargains, and there is more availability even in prime destinations like Cape Town into late October, as better deals may be available outside the December peak.
Year-end vacationers are also increasingly opting for lower-cost accommodations like B&Bs and Airbnb’s, and a great new trend is towards ‘glamping,’ the stylish version of camping that gets one close to nature without as much hassle or the required equipment. All of this appears to apply just as much to international visitors as our locals, and they, too are planning more independent holidays and seeking affordable, unique experiences. There will of course always be those who enjoy the glamour of the beaches and the Winelands, but the lure of the bush, hiking, and ‘glamping’ is rising in popularity – and of course, the huge cultural and experiential travel offerings we have align with emerging global travel trends.
How will SA Tourism adapt and respond to year-end travel trends?
There are a few ways I believe that we can not only adapt to but ultimately benefit from these emerging travel trends. We can’t do much about the economy, but we can do something about the deals we offer and when, and we can definitely improve the late booking issue. We have, in fact, created this situation ourselves by offering late specials and some hoteliers not releasing available rooms until the last minute. Our Tourism operators and agencies could benefit from adjusting their pricing strategies to offer specials earlier in the year and not so close to peak season, providing better value packages, and possibly just being more flexible to cater to more price-sensitive customers.
It could also be a good idea for operators to market the benefits of off-peak, or shoulder season, travel to attract those looking for better priced, but still good, experiences. So in summary, manage inventory proactively, making the more attractive offers sooner, and release available rooms into the SA market with enough lead time for locals to book.
Respond to and embrace new Travel trends
The indicators don’t lie. Travelers are seeking authentic cultural and nature-based experiences, but despite the huge advantage they have of the weakness of the Rand against their currencies, they still want good value. Offering curated itineraries, promoting local experiences, and providing more flexible options can help, but, most importantly, we must remember that we cater to both the international and local markets and we need to get the balance right so that all travellers can have an affordable yet unforgettable experience.
The rise of alternative accommodation like glamping, which is considered by some as an “off-the-wall” experience, is a typical example of South Africans who have embraced change and provided something unique, and as a result, it is becoming increasingly popular amongst locals and international tourists alike. I have no doubt that correctly promoting and offering diverse and unique experiences like this, and the hundreds of other cultural and experiential offerings we have, will see our year-end 2025, and Travel and Tourism 2026, being a resounding success!
Lidia de Olim
CHIEF EXECUTIVE OFFICER