WTM Event Guide caught up with Darryl Erasmus, Chief Operating Officer and Acting Chief Executive Officer for South African Tourism, ahead of the country’s participation at WTM London 2025.
He describes South Africa’s evolving tourism strategy and how the destination is playing to its strengths in order to reach its goal of 15 million visitors annually by 2030.
What key trends are driving international arrivals to South Africa right now and how are you adapting to them?
South Africa’s international tourism is showing strong recovery. In September 2025, tourist arrivals rose by 26.9% compared to September 2024, reaching over 846,000
visitors in the month. This growth indicates that our collective efforts are effective, with positive trends seen across almost every region.
This comeback is fuelled by several key market drivers and trends, which we are strategically leveraging. These include, but are not limited to:
● Recommendations from someone who already knows or has visited the country: Word-of-mouth and peer recommendations remain one of the strongest motivators for choosing South Africa. Many new visitors come to our shores because friends, family, or social-media contacts have had positive experiences and shared them freely. We adapt to this by partnering with the media buyers and host them in South Africa, where they get to explore and experience our country and leave as ambassadors based on their memorable experiences. We encourage user-generated, authentic content and storytelling from past visitors. We also highlight testimonials, reviews, and influencer collaborations that showcase genuine experiences.
● Repeat visitors returning to explore the country more deeply: Many international travellers are not “first-timers” anymore; they have visited South Africa before and are now returning to experience new regions, cultural depth, or niche experiences (e.g., beyond Cape Town and the Kruger safari). For these travellers, we create itineraries and packages that target “second-time” visitors, showcasing lesser-known provinces, cities, attractions and experiences. We also promote theme-based travel, such as culinary journeys, cultural heritage, adventure and adrenaline-packed experiences, and conservation tourism. By strengthening partnerships with regional destinations, we make it easy for travellers to combine multiple regions in one trip.
● Visiting Friends and Relatives (VFR): Travel to connect with loved ones remains a primary motivator, highlighting the strength of our global diaspora. As a result, we are strengthening diaspora-focused marketing and developing value-based travel packages that encourage visitors to combine VFR trips with broader local exploration, leisure, and cultural experiences.
● Increased Air Access: Increased flight capacity, particularly on long-haul routes such as those between the United States and Cape Town, as well as Australia and Johannesburg, is making South Africa more accessible and convenient for international travellers. We are working closely with South African Airways and other global airlines, airports, and route development partners to expand connectivity, attract new routes, and align marketing efforts in key source markets to maximise passenger loads and visitor numbers.
● Exceptional Value Proposition: South Africa continues to deliver world-class experiences at highly competitive value, a major draw amid
global cost-of-living pressures. We are reinforcing our “value for money” positioning in international campaigns, highlighting premium yet affordable experiences, and supporting trade partners to curate bundled offers and deals that showcase this strong value advantage.
● Enhanced Visitor Experience: Improvements in travel facilitation, policy reform, and digital innovation are transforming the overall visitor journey. We are implementing initiatives such as the digital nomad visa and expanded e-visa access reforms, while continuously enhancing infrastructure, safety, and service quality to deliver a seamless, world-class experience from arrival to departure.
Can you tell us about the inspiration behind South Africa’s new “Come Find Your Joy” campaign and what the overarching goals are?
Our global campaign, “South Africa Awaits: Come Find Your Joy!”, is an invitation to travellers to reconnect with the sense of wonder and exploration that is often lost in our fast-paced world.
The core idea is that South Africa offers a unique environment to reignite a child-like curiosity and embrace the thrill of discovery. It’s about creating moments that make you pause, smile, and feel truly alive. The campaign tells this story in a fresh, engaging way, using a powerful television advert that captures this raw joy
through the eyes of a child—from Johannesburg’s vibrant streets to the tranquil Cape winelands. We also partnered with legendary artists like Zakes Bantwini and Vusi Mahlasela to infuse it with an authentic South African soul.
The campaign is backed by clear, strategic objectives:
● Driving economic growth and achieving visitor targets: This campaign is a key pillar in our strategy to achieve our national goal of attracting 15 million visitors annually by 2030.
● Creating a deep emotional connection: We aim to move beyond traditional
tourism advertising to forge an emotional bond with potential travellers, inviting them to rediscover a sense of joy that only South Africa can offer. Joy is a universal truth, embodied in every person’s pursuit of meaning and connection.
● Reinforcing South Africa’s global position: The campaign serves as a powerful reaffirmation of our standing as a leading global destination for leisure, culture, and adventure.
Ultimately, this campaign is an authentic story about our people, our culture, and our artistic spirit. The world is ready to rediscover joy, and we are ready to help them find it.
Hosting the upcoming G20 Summit is a major milestone for South Africa. What long-term opportunities do you foresee the event creating?
Hosting the upcoming G20 Summit is an extraordinary milestone for South Africa, not only as a diplomatic achievement but as a powerful driver of long-term economic and tourism growth.
The event places South Africa firmly on the global stage, showcasing our leadership, infrastructure, and capacity to host world-class gatherings.
In the long term, the G20 presents several key opportunities:
● Enhanced Global Visibility and Destination Branding: The summit provides unparalleled global media exposure, strengthening South Africa’s image as a capable, modern, and safe destination for business and leisure. This visibility will elevate our global brand and inspire confidence among travellers and investors alike.
● Growth in Business and MICE Tourism: Successfully hosting the G20 reinforces South Africa’s credibility as a leading Meetings, Incentives, Conferences and Events (MICE) destination. This legacy will help attract more high-profile international conferences, exhibitions, and corporate travel in the years ahead.
● Infrastructure and Service Legacy: The investments made in infrastructure, technology, transport, and hospitality in preparation for the G20 will deliver lasting benefits, improving the overall visitor experience and supporting tourism growth beyond the summit itself.
● Trade, Investment, and Partnerships: The summit creates a platform to deepen international partnerships, stimulate direct foreign investment, and open new trade and travel links, particularly across emerging markets and the Global South.
● Sustainable and Inclusive Growth: The G20 will also advance South Africa’s sustainability agenda by showcasing local innovation in renewable energy, green infrastructure, and community-based development. This positions the country as a thought leader in sustainable tourism and inclusive growth.
Ultimately, the G20 is far more than a single event; it is a catalyst for long-term destination competitiveness, economic opportunity, and international collaboration. It gives South Africa a global platform to tell its story, attract future travellers, and drive lasting confidence in our tourism and investment potential.
As South Africa continues to diversify its offerings, what exciting new tourism products or experiences can you tell us about?
South Africa’s tourism landscape is evolving rapidly, marked by several world-class developments, sustainability-focused innovations, and new experiential travel opportunities. These include:
New Hotel Developments:
● Canopy by Hilton Cape Town Longkloof: A 154-room property blending contemporary design with local heritage, featuring fynbos-inspired elements and tributes to the colourful Bo-Kaap district.
● Park Hyatt Johannesburg (Rosebank): The prestigious Park Hyatt brand has officially launched in Johannesburg, setting a new benchmark for urban luxury.
● Four Seasons Hotel The Westcliff, Johannesburg: Undergoing a USD 25 million transformation, including a Grand Ballroom and Destination Lobby, further enhancing its appeal for high-end leisure and MICE travellers.
● Spier Hotel: The whole property has been upgraded and now offers a luxury 5 star experience.
● The Radisson Collection Waterfront also recently did a full renovation and upgraded from Radisson Blu to Radisson Collection
Sustainability-Focused Offerings:
Sustainability continues to be a defining theme in South Africa’s tourism growth. For example, Few & Far Luvhondo (Limpopo) located in the UNESCO-listed Vhembe Biosphere Reserve, is a six-suite, carbon-neutral eco-lodge, developed by the founders of Under Canvas (USA). It is fully solar-powered, follows a zero-waste philosophy, and has a 40 km aerial cable system for elevated, low-impact game viewing. This represents the next generation of conservation-led, luxury eco-tourism in South Africa.
We are also witnessing strong growth in luxury camping, or “glamping,” as travellers seek unique, nature-connected experiences without compromising comfort. Some standout examples include AfriCamps Premium Tents – Addo, Eastern Cape and Summerplace Game Reserve – The Hideout Tents, Limpopo.
In Cape Town, we also have a lot of new developments, especially in terms of infrastructure and tourism investments. These include:
● Granger Bay Pavilion, a new R200 million luxury mall, and a new heliport.
● New R200 million luxury mall opening up at V&A Waterfront
● The Cape Winelands International Airport, which is currently in development stages.
Together, these developments signal an exciting era for South Africa, one defined by innovation, sustainability, and premium experiential travel, catering to both new and returning visitors who want to explore the country in fresh and meaningful ways.