The Tourism Business Council of South Africa has welcomed new data from Statistics South Africa showing that international tourism arrivals continue to improve, signalling steady recovery and renewed momentum for the sector, even as it remains short of full pre-pandemic levels.
According to a press released by the Chairman Tourism Business Council of South Africa, Jerry Mabena, we are encouraged by the 11.9% growth in overseas arrivals in 2025 compared to 2024, reaching 2,391,187 visitors. This upward trajectory signals that global demand for South Africa has improved and that recent efforts to rebuild the country’s tourism competitiveness are beginning to yield results.
Overall arrivals for the year reached 10,498,502, exceeding 2019 levels, with significant movement across the SADC region, which is also a sizeable contribution to these figures. However, it is important to place this progress in context. Overseas arrivals remain below the 2019 benchmark of 2,612,159, with recovery currently at just over 92%.
Long-haul source markets, which typically drive higher spend and broader value-chain benefits, have not yet fully rebounded. This underlines that while we have momentum, the sector has not yet returned to pre-pandemic performance levels where it matters most for jobs, investment, and inclusive growth.
Encouraging gains have come from focused collaboration between the public and private sectors, targeted route development and air access initiatives, improvements in visa processing, and sustained efforts to position South Africa as a compelling long-haul destination. Major global events hosted in the country have also demonstrated the positive impact that coordinated destination marketing and business events can have on demand.
The TBCSA looks forward to progressing our working relationship with a stable South African Tourism,supported by a fully constituted board and permanent members of the executive leadership team, as we need that partnership to effect and implement initiatives that drive growth and job creation in all areas of South Africa, including rural areas.
Tourism is counted among the leading sectors with the greatest potential to drive inclusive growth, stimulate investment, and create jobs at scale across South Africa. To fully capitalise on the current momentum, we need strong and stable institutions, adequate and well-deployed marketing resources, including continued reforms to make travel to South Africa easier and more attractive for high value international visitors.
There is progress to acknowledge, but there is still significant work ahead. The Board of TBCSA remains committed to implementing the following programs in partnership with SAT:
- Domestic Tourism Campaigns
- Global Tourism Campaigns
- Stimulate the MICE sector
- Joint Marketing Agreements
- International Trade engagements, Platforms, Fam Trips, and Roadshows
The TBCSA Board fully supports the work of the CEO and his team in advancing the programmes outlined above. With coordinated leadership and a sustained focus on ourkey source markets, South Africa can move beyondrecovery and into a period of sustained and inclusive tourism growth.
