SOUTH AFRICA – South African travellers are gearing up for a busier year in 2025, with plans for more holidays and evolving preferences in how they experience the world.
This follows the release of Marriott Bonvoy’s 2025 Ticket to Travel research, which offers valuable insights into the country’s shifting travel habits.
The study, conducted across 10 markets in the EMEA region, revealed that over 60% of South Africans plan to increase their holiday frequency in 2025 compared to 2024.
Respondents reported an average of 6.5 trips annually, including domestic getaways, short-haul excursions, and long-haul journeys.
Top destinations include local hotspots within South Africa (27%), while international travel sees the USA, Mozambique, France, and Mauritius each garnering 10% of traveller interest.
“South Africans are clearly prioritizing experiences over material possessions,” said Dorcas Dlamini Mbele, Area Commercial Director for Marriott International in Sub-Saharan Africa.
The report identifies two significant trends shaping the travel plans of South Africans:
Dubbed “bravecations,” this trend sees 85% of South African travellers embracing activities outside their comfort zones, the highest percentage among surveyed nations.
Younger generations are particularly adventurous, with activities like zip-lining, trying exotic cuisines, and climbing high structures gaining popularity.
Heritage-focused travel is another rising interest, with 75% of South Africans exploring their ancestral roots or planning to do so soon.
Motivations include discovering family origins and visiting places tied to their lineage, resonating particularly with travellers under 35.
Sustainability has become a key consideration for South African travellers, with 80% factoring in environmental impact when planning trips.
Notably, 64% checked their accommodation’s sustainability before booking, compared to the EMEA average of just 30%.
Technology, particularly artificial intelligence, is also playing a growing role. Nearly half (48%) of South Africans used AI for travel planning in the past year, with adoption rates even higher among younger age groups.
“The integration of technology and sustainability into travel planning is redefining how people approach holidays,” noted Mbele.
Family remains central to travel plans, with nearly half (46%) of respondents preferring to holiday with their families. Cost-consciousness also prevails, with many seeking discounts or traveling during off-peak seasons to maximize their budgets.
South Africans’ emphasis on meaningful, environmentally aware travel reflects a forward-thinking approach. As 2025 approaches, these trends point to a dynamic year for both domestic and international tourism.
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