South Africa is poised for a travel boom in 2025, according to new research from Marriott Bonvoy. Their “2025 Ticket to Travel” study, encompassing over 23,000 adults across EMEA and over 2,000 South African travelers, paints a picture of a dynamic and evolving travel landscape. The findings reveal a significant increase in planned holidays, with over 60% of South Africans anticipating more trips in 2025 than in 2024 – an average of 6.5 journeys per person, encompassing domestic, short-haul, and long-haul destinations.
Two compelling trends are shaping this surge:
bravecations
andheritage holidays
. Bravecations, defined by venturing outside comfort zones to experience thrilling activities, resonate deeply with South Africans, with 85% reporting increased bravery while on holiday. This is particularly pronounced among younger travelers (18-34), who are actively seeking high-adrenaline experiences such as climbing, zip-lining, skydiving, and exploring unusual culinary landscapes. This adventurous spirit is a major driver of the travel increase.Simultaneously, heritage holidays are gaining significant traction. A remarkable 75% of South African respondents have either undertaken or plan to embark on a heritage trip, motivated by a desire to understand their roots and ancestral lifestyles. Younger generations are spearheading this trend, driven by curiosity about their family history and a yearning to connect with their origins. These journeys often involve visiting ancestral homes and uncovering familial narratives, fostering profound personal connections.
Sustainability is no longer a niche concern but a central consideration for South African travelers. A striking 80% prioritize the environmental impact of their trips, significantly exceeding the EMEA average of 72%. This commitment extends to accommodations, with 79% verifying the sustainability credentials of their lodging during their last trip, and an impressive 64% doing so *before* booking – a stark contrast to the EMEA average of 30%. This growing eco-consciousness is reshaping the travel industry and encouraging more sustainable practices.
Technology is also playing a transformative role. Nearly half (48%) of South African travelers are leveraging AI for holiday research, a trend particularly prominent among younger demographics. AI tools are simplifying the planning process, offering personalized recommendations and enhancing the overall travel experience, thereby making travel more accessible and efficient.
Family remains the heart of South African travel. An overwhelming 46% prefer to travel with family, underscoring the importance of shared experiences and creating lasting memories together. Key priorities include spending quality time with loved ones (63%), indulging in self-care (54%), and returning from their holidays feeling healthier (52%), a figure significantly higher than the EMEA average of 36%. This wellness focus highlights a shift towards more rejuvenating and meaningful travel experiences.
Despite the increased travel plans, South African travelers remain budget-conscious. Value for money is paramount, with special pricing (62%) being the primary booking motivator. Many employ shoulder-season travel to capitalize on better value and avoid peak-season crowds (70% have considered or adopted this strategy). Furthermore, 46% meticulously factor in exchange rates, demonstrating a commitment to responsible budgeting.
The destinations themselves reveal a diverse range of interests. South Africa itself remains the top choice (27%), testament to its rich cultural and natural attractions. Internationally, the USA (11%), Mozambique (10%), France (10%), and Mauritius (10%) are highly sought-after, reflecting a diverse blend of adventure, heritage exploration, and luxurious getaways.
Marriott Bonvoy is well-positioned to cater to these evolving trends, offering a wide range of properties that align with the priorities of South African travelers – from eco-friendly accommodations to family-centric resorts. As South Africa gears up for a year of significant travel growth in 2025, the trends identified in this research – bravecations, heritage tourism, sustainable travel, and AI-driven planning – will undoubtedly shape the future of the industry. The focus on value, wellness, and family-oriented experiences promises an exciting era of growth and innovation in South African tourism.
