The South African traveller is no longer content with cookie-cutter holidays. A recent consumer insights study by KLA and YouGov Profiles reveals how local travel behaviour has evolved into something more personalised, flexible, and experience-led.
Mobile-first tools, meaningful activities, and off-the-beaten-path discoveries are now high on the agenda.
Eva Darron/Unsplash
Tech is the new travel essential
From trip inspiration to booking confirmations, tech is non-negotiable. A resounding 84% of South Africans believe that mobile devices improve their travel experience. The consistency of this trend since 2021 shows just how essential mobile tech has become at every step of the travel experience. Whether it’s navigating with Google Maps, checking real-time reviews, or sharing the perfect sunset on Instagram, travellers want their tech tools to be intuitive and integrated. This shift means that travel brands must prioritise mobile-first designs—not as a feature, but as the foundation of every interaction.
Authenticity over itineraries
Checklist tourism is out, and cultural immersion is in. An increasing number of South Africans—81% in 2025—say that the only way to truly understand a country is by experiencing its culture. This includes sampling local cuisine, joining community-led tours, or simply lingering in a neighbourhood coffee shop. It’s a move toward “slow travel” that invites longer stays, deeper connections, and a richer understanding of place.
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The joy of planning
Forget last-minute stress— 76% of South Africans enjoy researching and planning their holidays. Travel planning has become a hobby in itself, spurred by dreamy Instagram reels, travel-themed TikToks, and endless online resources. Curated guides, itinerary builders, and visually rich content are key tools that help today’s traveller map out their perfect escape.
Adventure meets intention
Relaxation still matters—but it looks different now. The classic “sun, sea, and slumber” holiday is making way for more dynamic experiences. From food tours and pottery classes to forest hikes and yoga retreats, 62% of travellers now favour trips that include scheduled activities. Active doesn’t mean exhausting; it means engaging the body and mind.
Picture: Supplied
Spontaneity has its moment
Last-minute getaways are on the rise, with 40% of travellers waiting for deals before booking. Compared to just 31% in 2021, this jump points to shifting work patterns, tighter budgets, and the influence of social media FOMO (fear of missing out). For tourism providers, this is a call to action—be ready with flash sales, flexible bookings, and real-time mobile alerts.
The allure of the unfamiliar
Roughly 46% of South African travellers actively seek out less-trodden routes. Instead of high-end hotels or famous landmarks, they’re after quiet hiking trails, remote farm stays, or local stargazing spots. Tapping into this desire means showcasing hidden gems with compelling storytelling, organic imagery, and word-of-mouth reviews.
Holidaying through hobbies
More than ever, leisure time is being shaped by personal interests. Whether it’s birdwatching, landscape photography, trail running, or food foraging, holidays are increasingly about doing what you love in a new setting. About 70% of South Africans now pursue hobbies while on holiday, turning travel into a form of self-expression.
What it all means for the future
The data is clear: South African travel in 2025 is personal, tech-savvy, and driven by a desire for depth over distance. It’s not about ticking off tourist attractions—it’s about connection. For travel brands, this means adopting mobile-first strategies, offering flexible and meaningful experiences, and showcasing authentic, local stories. The future belongs to those who build journeys that reflect who travellers are—and who they want to become.
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