Geographical Spread and Tourism Prosperity in South Africa

We are now in 2025, two years after our first full year of recovery in 2023 following the pandemic. The seminal question is: where are we really in terms of recovery and growth? To gain deeper insight, SATSA has been engaging with leading Destination Management Companies (DMC) groups to use their turnover and bed nights per province as a barometer of geographical spread.

You can read David Frost's latest Op Ed and view the facts and figures here.​

The State of Recovery (Excerpt from Op Ed)

Comparing 2019 to 2024, we are currently at just under 82% recovery. Some source markets have rebounded faster than others—such as the United States (99.64%) and the Netherlands (91.91%)—while key European markets, including the United Kingdom (80.14%), Germany (79%), and France (76.24%), lag behind. This is concerning, as these markets traditionally contribute a good-value, mid-market segment that drives intrepid travel. Three of our top four source markets for South Africa are at 80% and under.

While the national recovery rate sits at 81.79%, certain regions have surged ahead. The greater Cape Town area, hailed as a top global destination, has outperformed expectations thanks to a coordinated effort by stakeholders. Similarly, luxury lodges in the Kruger National Park have exceeded 100% recovery.

But if Cape Town and Kruger are thriving, what does this mean for the rest of the country?

This webinar will focus on geographical spread and tourism prosperity in South Africa, unpacking the challenges as well as the opportunities.

Natalia Rosa, CEO at Big Ambitions, will facilitate a panel discussion with the following industry leaders:

• Helen Bolton, New Frontiers
• Illana Clayton, CEO, Travel Smart Crew
• Suzi Benadie, Sales Director, Sense of Africa
• Johan Groenewald, MD, Royal African Discoveries
• Monika Iuel, CMO, Wesgro

We invite you to join us and be part of the discussion. We also encourage other Destination Management Companies (DMCs) to share their geographical spread data with us—please send to david@satsa.co.za