South Africa’s tourism industry continues its impressive recovery, with the latest data from Statistics South Africa revealing a total of 8.92 million international arrivals in 2024—a 5.1% increase from the previous year. While the sector has yet to reach pre-pandemic levels, it remains a key economic driver, contributing 8.8% to GDP and supporting 1.68 million jobs, according to the World Travel and Tourism Council (WTTC).
Africa Leads the Way
The African continent remains the powerhouse of South Africa’s inbound tourism, accounting for 76% of total arrivals. Zimbabwe continues to be the top source market, with a 3.6% increase bringing arrivals to over 2.18 million. Notably, arrivals from Ghana recorded a staggering 149% growth, reaching 36,656 visitors—a surge largely attributed to enhanced air connectivity and the introduction of a visa waiver in late 2023.
Minister of Tourism Patricia de Lille praised the policy shift, stating, “Ghana’s remarkable growth is proof that easing travel restrictions and strengthening airlift capacity are game-changers for tourism. This, combined with focused marketing efforts by South African Tourism, is a winning formula for the sector’s expansion.”

Strong Growth from the Americas
Tourist arrivals from the Americas climbed by 10.9%, totaling 505,579 in 2024. The United States remains South Africa’s top overseas market, with 372,362 arrivals, reflecting a 5.2% year-on-year increase. Meanwhile, Brazil showed extraordinary growth of 94.2%, reaching 49,855 visitors, driven by improved direct flight access and strategic marketing partnerships.
European Markets Show Stability
Europe remains a vital tourism source, with 1.26 million visitors in 2024, marking a 1.1% increase. The UK leads the region with 349,883 arrivals, despite a slight 1.8% decline. Germany, on the other hand, recorded a 4.0% growth, while the Netherlands showed steady performance with a 0.8% rise.
“Europe continues to be a cornerstone of our international visitor base, and our focused campaigns showcasing South Africa’s rich culture and diverse attractions are driving consistent interest,” noted Minister de Lille.
Asia and Australasia: Expanding Horizons
Tourism from Asia grew by 4.2%, with China seeing an 11.4% increase to 41,651 arrivals, thanks to targeted promotions and better flight connectivity. Japan was a standout performer, with a remarkable 31.8% increase, while India saw a decline of 5.3% due to visa processing challenges and the lack of direct flights. Australia also demonstrated resilience, with demand from the region expected to strengthen further in 2025.
Middle East: Mixed Performance
The Middle East market presented a contrasting picture, with overall arrivals declining by 16.1%. However, Saudi Arabia bucked the trend with a 12.1% increase, bringing in 18,333 visitors. Strategic efforts to enhance connectivity and trade engagement in the region are expected to drive future recovery.

Maintaining a Competitive Edge
South Africa ranks third among key global competitors in tourism’s contribution to GDP. To sustain and accelerate growth, strategic initiatives are underway, including:
- Expanding Airlift: Strengthening airline partnerships and increasing direct routes.
- Targeted Marketing Campaigns: Enhancing South Africa’s visibility in high-growth markets like China, India, and the Americas.
- Digital & AI-Powered Travel Planning: Improving traveler experiences through personalized digital tools.
- Sustainable & Cultural Tourism Growth: Showcasing eco-tourism, heritage, and cultural attractions.
- Enhanced Safety Measures: Collaborating with law enforcement to bolster traveler confidence and community safety.
Minister de Lille reaffirmed the government’s commitment to driving tourism growth, stating, “Tourism remains a critical pillar of our economy and job creation efforts. Our focus is on maintaining this momentum, attracting more visitors, and ensuring South Africa remains a top global destination for travelers seeking authentic, diverse, and enriching experiences.”
With steady growth across multiple regions and strategic initiatives in place, South Africa’s tourism sector is well-positioned for a dynamic and prosperous future.
Source: Stats SA, SA Dept of Tourism, WTTC