Home » TRAVEL DESTINATION NEWS » South Africa Breaks Tourism Records in 2025 with Surge in European Arrivals: What to Expect for 2026’s Top Travel Destinations
Published on
February 5, 2026
South Africa has witnessed a record-breaking surge in tourism, welcoming approximately 10.48 million international visitors in 2025. This represents a remarkable 17.6% increase over the previous year, marking the highest number ever recorded for the country. These figures, confirmed by the South African Department of Tourism, illustrate a strong rebound in the tourism sector, which was supported by both increased international demand and strategic marketing initiatives. Among the regions driving this growth, Europe has emerged as a key contributor, with European markets showing robust gains.
Europe’s Crucial Role in South Africa’s Tourism Growth
Europe has firmly established itself as a major source of international visitors to South Africa. The continent played an instrumental role in the country’s tourism recovery, with a number of key European markets reporting double-digit increases in visitor numbers. Countries like the UK, Germany, Austria, Switzerland, Sweden, Belgium, and Italy have been pivotal in boosting South Africa’s tourism performance. According to official press releases from South African Tourism, the European region’s strong growth contributed significantly to the overall success of South Africa’s tourism in 2025.
This surge in European arrivals was driven by a combination of factors including South Africa’s renewed visibility in European travel portfolios, as well as targeted marketing campaigns aimed at strengthening South Africa’s appeal as a top travel destination. Through various initiatives such as the Vakantiebeurs event in the Netherlands and the “Come Find Your Joy Roadshow” across Europe, South African tourism products were connected directly with 240 trade partners, ensuring that the country’s tourism offerings remained prominent in the minds of European travellers.
The United Kingdom: Leading the Charge for European Arrivals
In 2025, the United Kingdom overtook the United States to become South Africa’s largest source market for international visitors. This was an extraordinary achievement, with the UK reporting a 15.4% increase in arrivals. Along with the UK, Ireland also saw impressive growth, with a 9.5% increase in its number of visitors to South Africa. These figures highlight the UK’s increasing appeal as a prime long-haul destination for European travellers. The uptick in British and Irish travellers reflects South Africa’s strategic position as a desirable travel destination for those looking for a diverse, culturally rich experience on the African continent.
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European Market Performance Breakdown
The overall growth from European markets in 2025 was accompanied by notable increases from various countries across the continent. Here’s a breakdown of the performance:
Germany recorded a 14% increase in arrivals, reaffirming the country’s long-standing position as a key player in South African tourism.Switzerland saw a 13.2% growth, further solidifying the strong presence of Swiss tourists.Austria experienced the highest growth in Central Europe, with a 15.6% increase in arrivals. This is an indication of the rising demand for South African experiences from Austrian travellers.Northern Europe also performed well, with the Netherlands growing by 6%, Belgium by 10.9%, and Sweden by 12.5%.Southern Europe also saw promising figures, with France increasing by 7.3%, Italy by 10.2%, and Spain by 8.2%. The Portuguese market experienced a slight decline of 0.2%.
These growth numbers reflect a clear trend of increased demand from European travellers, who are seeking out authentic, diverse, and immersive travel experiences in South Africa. The targeted campaigns spearheaded by South African Tourism, in collaboration with European travel agencies and tour operators, have played a vital role in sustaining this growth.
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The Minister’s Statement on Tourism’s Economic Contribution
Tourism Minister Patricia de Lille highlighted the substantial contribution that tourism makes to the South African economy. In light of the record-breaking numbers, she praised the collective efforts of the private sector, provincial authorities, and international stakeholders. According to de Lille, the achievements in 2025 reflect not only the strong demand for South Africa as a tourism destination but also the success of the country’s tourism growth plans. She emphasized that this growth would continue to boost South Africa’s economy in the coming years, as it attracts more international visitors, including those from Europe.
The Outlook for 2026 European Arrivals
While 2025 has been an exceptional year for South African tourism, the data for 2026 European arrivals has not yet been released as of early February 2026. Official sources, such as Statistics South Africa (Stats SA) and South African Tourism, have yet to publish any detailed figures regarding European arrivals for 2026. The 2026 data is expected to be released later in the year, once the necessary border movement records have been processed and verified.
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Despite this, industry analysts and tourism experts are optimistic about the continued upward trend of European arrivals in 2026. Given the momentum from 2025, European tourists are expected to remain a key market for South African tourism. Restored travel confidence in the EU, coupled with improved travel regulations, suggests that South Africa will continue to benefit from significant European visitation.
Why 2026 European Arrival Data Is Not Yet Available
The delay in the release of 2026 data is primarily due to the need for full-year border movement records to be compiled and verified by the Department of Home Affairs. Stats SA’s monthly and quarterly releases currently cover data up to parts of 2025, such as January-July reports. These reports are essential in tracking tourism migration and arrivals but require time to process and verify the necessary immigration records.
Once all the required data has been compiled and validated, annual tourism reports will be generated, which will then offer a comprehensive breakdown of European arrivals for 2026. Official figures are likely to be released in mid to late 2026, once the border records have been fully processed and aggregated.
Projections for 2026 European Arrivals
Although the official 2026 data has not yet been confirmed, many travel industry outlets and tourism analysts forecast that South Africa will surpass 10 million international arrivals in 2026. European countries, with their strong demand for long-haul travel and interest in Africa, are expected to remain one of the top sources of these visitors. Projections suggest that Europe will continue to be a key market for South African tourism, contributing significantly to the country’s 2026 tourism performance.
Looking ahead, South Africa’s 2030 tourism target aims to attract around 15 million visitors. With the positive growth trajectory in 2025, 2026 is expected to be a critical year in this ongoing recovery. However, these figures are still based on projections, and official data is pending.
Ultimate 2026 European Tourist Guide to South Africa’s Top Destinations
South Africa’s diverse tourism offerings — from urban sophistication and wildlife adventures to coastal escapes — position it as one of Africa’s most popular long-haul destinations for Europeans. According to South African Tourism and national data, some of the country’s most visited destinations by Europeans include Cape Town, Kruger National Park, and the Garden Route. These areas consistently rank as top choices for European tourists seeking both cultural and natural experiences.
1. Cape Town & the Western Cape – South Africa’s #1 European FavouriteWhy Europeans Love Cape Town
Cape Town stands as South Africa’s most beloved destination among international tourists, known for its breathtaking landscapes, rich cultural offerings, and cosmopolitan atmosphere. Whether it’s hiking up Table Mountain, enjoying a wine-tasting tour, or exploring the city’s rich historical sites, Cape Town offers something for everyone.
Top AttractionsTable Mountain: Offering iconic views, accessible via cableway or hiking trails.V&A Waterfront: A hub for shopping, dining, and entertainment.Robben Island: Historic site, home to the former prison of Nelson Mandela.Cape Winelands: Discover world-class vineyards in Stellenbosch and Franschhoek.Cape of Good Hope: Scenic drives and rugged coastal beauty.Hotel Recommendations (All Budgets)Luxury: Taj Cape Town, One&Only Cape Town, The Silo Hotel.Mid‑Range: Protea Hotel by Marriott Cape Town Waterfront, Victoria & Alfred Hotel.Budget: Ashanti Lodge Gardens, Mojo Backpackers.Flights
Most European tourists fly into Cape Town International Airport (CPT) via direct flights, such as from London with British Airways and Norse Atlantic, or through one-stop options via Lufthansa, Air France, and KLM.
Best Time to VisitSummer: November to March, ideal for beaches and outdoor dining.Whale Watching: June to November.2. Kruger National Park & Greater Mpumalanga – Safari Capital of AfricaWhy Europeans Visit
Europeans are drawn to Kruger National Park for its unrivalled wildlife safaris. As South Africa’s premier safari destination, Kruger offers unparalleled opportunities for spotting the Big Five.
Top AttractionsBig Five Game Drives: Includes lions, elephants, rhinos, leopards, and buffalo.Blyde River Canyon: Stunning views and natural beauty.God’s Window & Bourke’s Luck Potholes: Iconic geological formations.Where to StayLuxury Safari Lodges: Singita, Sabi Sabi.Mid-Range: Protea Hotel Kruger.Budget: Campsites and self-catering units inside the park.FlightsKruger Mpumalanga International Airport (MQP) and Nelspruit Airport are the main gateways.3. The Garden Route – Scenic Drives and Natural BeautyWhy It’s Popular with Europeans
The Garden Route is renowned for its scenic drives, rugged coastlines, and tranquil forests, making it one of the most desired destinations among European visitors.
HighlightsKnysna: Famous for lagoons and forests.Plettenberg Bay: Pristine beaches and adventure activities.Tsitsikamma National Park: Coastal forests and suspension bridges.AccommodationLuxury: The Plettenberg, Tsala Treetop Lodge.Mid‑Range: Protea Hotel Knysna Quays.Budget: B&Bs in Knysna and Sedgefield.How to TravelBy Car: The ideal way to experience this coastal region.Visa & Entry Requirements (2026)
Most Europeans need a tourist visa for entry unless exempt. Always check Department of Home Affairs requirements for up-to-date information.
Best Time to VisitSummer (Nov–Mar): Perfect for beach lovers.Winter (Jun–Sep): Best for safaris in Kruger.Conclusion: South Africa’s European Market in 2026
South Africa continues to grow as a preferred destination for European travellers. With impressive growth in 2025, it is expected that Europeans will continue to be a major contributor to the country’s tourism figures in 2026, especially as tourism confidence in the EU rises.
