Trade praised as UK reclaims place from US as top source market for South Africa

The travel trade was praised for its “unwavering support” as the UK overtook the US to become the largest overseas source market for travellers to South Africa last year. 

 

More than 400,000 UK visitors travelled to South Africa in 2025 – the strongest annual performance since the pandemic, according to official arrivals data.

 

Numbers grew by 11% year on year in December, “underlining sustained momentum and continued recovery driven by robust demand from UK travellers,” South Africa Tourism declared.

 

“The figures reflect strong confidence among UK travellers, underpinned by South Africa’s value for money, ease of travel and breadth of experiences, from wildlife and landscapes to culture, cuisine and city life.”

 

Confirming that the UK reclaimed its position as South Africa’s largest overseas source market, acting South Africa Tourism hub head Rachel Lewis said: “It is fantastic to see the UK once again emerge as South Africa’s number one overseas market. 

 

“The growth we saw throughout 2025 gave us quiet confidence that we could reclaim our number‑one spot – and we did. 

 

“The Brits truly love South Africa. They return again and again, and it’s easy to understand why: the destination consistently delivers on value for money, warm hospitality, and an incredible diversity of experiences. 

 

“We’re looking ahead to an outstanding 2026, and we want to thank the UK travel trade for their unwavering support. Your expertise and passion play a huge role in helping travellers discover so much of what South Africa has to offer. 

 

“And of course, our partners on the ground continue to innovate and deliver exceptional experiences time and time again – giving you every reason to sell South Africa with confidence.”

 

Insights from South Africa Tourism’s UK departure survey data up to the third quarter of 2025 show that first-time visitors increased by 16%, while a 24% rise in travellers who have visited the country more than nine times was recorded. 

 

Visits from families with children under 18 rose by 12% compared to pre-Covid 2019 and 2024.

 

UK visitor spend increased by 9.5%, contributing 6.9 billion ZAR (£318 million) to the South African economy. 

 

The average length of stay remains steady at 13 nights, and more than 90% of visitors say they definitely plan to return.

 

This year is also expected to be another strong 12 months for UK travel to South Africa, supported by major milestones and new developments. 

 

Highlights include the 100th anniversary of Kruger National Park, South Africa verses England cricket test matches, and a strengthened accommodation offering with openings including South Africa’s first Club Med Beach & Safari resort and Taj Hotels’ debut safari lodges in the Greater Kruger.