Primary source regions
The majority of international tourists to South Africa hail from the African continent. In February 2023, approximately 515,000 African tourists visited the country. Europe and North America followed, contributing around 146,000 and 30,000 visitors, respectively. ​

Leading African markets
Within Africa, the Southern African Development Community (SADC) countries are predominant. Notably, Zimbabwe, Lesotho, Mozambique, Eswatini, and Botswana are among the top contributors. For instance, in 2015, Zimbabwe accounted for 1,900,791 arrivals (28.9% of total arrivals), followed by Lesotho with 1,394,913 arrivals (21.2%). ​

Key overseas markets
European countries also play a huge role in South Africa's tourism landscape. The United Kingdom remains the top European source market, with 315,054 tourists in a recent period, marking a 30.4% growth. Germany experienced a 47.9% increase, amounting to 219,971 tourists, followed by the Netherlands with a 48.4% rise, totalling 117,948 arrivals. ​

Traveler demographics and preferences
Understanding the demographics and preferences of these tourists is vital for businesses:​

• Purpose of Visit: In December 2023, a vast majority (97.9%) of tourists visited South Africa for holidays, while businesspersons, students, and medical tourists constituted 1.9%, 0.2%, and less than 0.1%, respectively.
• Length of Stay: Overseas tourists and those from non-SADC African countries typically spent between five to seven days per month in South Africa. In contrast, visitors from SADC countries had shorter stays, averaging two days per month. ​
• Age Distribution: In February 2024, the largest group of tourists were aged between 35 and 44 years, totalling approximately 211,000 visitors. The 25-34 age bracket followed, with just over 170,000 tourists. ​

Implications for South African businesses
To effectively cater to these diverse tourist segments, businesses should consider the following strategies:
Cultural sensitivity and customization
Develop offerings that resonate with the cultural backgrounds and preferences of key tourist groups. For instance, providing German-language guides or UK-themed amenities can add to the experience for these visitors.​
Flexible packages
Design travel packages that accommodate varying lengths of stay. While European tourists might prefer week-long tours, visitors from neighbouring African countries may seek shorter, more intensive experiences.​
Targeted marketing
Use demographic insights to craft marketing campaigns that appeal to specific age groups. Adventure activities might attract younger tourists, whereas cultural and historical tours could be more appealing to older demographics.​

Improved business services
Given the proportion of tourists visiting for business purposes, albeit smaller, offering facilities such as meeting rooms, high-speed internet, and business centers can cater to this niche market.​

Collaborations with local communities
Engage with local artisans, performers, and communities to provide authentic experiences. This not only enriches the tourist experience but also supports local economies.​