The South African travel terrain is changing substantially, and travellers are now looking for personalised, immersive experiences that differ from the conventional holiday. New research conducted by KLA and YouGov Profiles: Australia* Co-hosted by KLA, reveals that the local travel mindset is changing to focus on flexibility, authenticity, and technology. South African tourists are in search of two completely different ways to holiday in 2025.

In an era of global travel recovery post-pandemic, South African tourists are hungry for mobile-first tools, cultural experiences and off-the-beaten-path discoveries that inspire their itineraries. This new attitude among travelers to focus on authentic places reflects trends throughout the world of tourism, as more people are seeking meaningful experiences rather than simply ticking items off the standard tourist itinerary.

The Tech-Driven Travel Experience

Digital is an essential part of the travel experience in 2018, and with mobile at the heart of almost everything involved in travel. It should be no surprise, then, that an impressive 84 percent of South Africans believe that mobile devices enhance the travel experience. This runs the gamut from getting around via unfamiliar cities on Google Maps, to real-time reviews and recommendations via avenues like Instagram and TripAdvisor, to even pushing out those personal travel moments through social media.

The steadiness of that trend since 2021 makes it clear that mobile is no longer a supplement to travel, but a vital part of it. The result is that travel brands not only in South Africa but around the world are now required to think about creating mobile-first strategies that place accessibility, frictionless communication and real-time updates first. That’s according to a study of South Africans conducted by Skyscanner, which found that in 2025, travellers look to technology to seamlessly move them through the travel continuum from inspiration and booking to reflection post-trip.

Authenticity Over Itinerary Longing for the Real Deal

Checklist tourism is dying away for many South Africans. Instead, travelers increasingly want to experience destinations in the context of their local culture and community. In 2025, 81% of South Africans think that the only way to experience a country is to day themselves in its culture, the study says. This can involve anything from enjoying local food, joining local tours, or chilling in local cafes. The rise of “slow travel” is reflective of a wider trend of travelers seeking out more meaningful, authentic travel opportunities.

Cultural experience is now more important than sightseeing in foreign places. Travelers no longer want just to check the boxes on famous sights; they seek real connections with people and places. This quest for cultural authenticity is also changing the way South Africans are looking at travel, putting the emphasis on making memories versus racing through a destination checklist.

The Pleasure of Planning: A New Way to Research Trips

No longer will holiday travel plans be made on a wing and a prayer at the last minute. South African travellers are now dedicating much longer to doing their research than they have in the past. According to the study, 76% of South Africans love planning their holidays, looking to social media platforms such as Instagram and TikTok or travel blogs for inspiration. The emphasis on curated guides, itinerary builders, and visually-driven content also follows the pattern of a broader trend where there’s an increasing number of travelers who consider organizing their trips fun and a creative part of traveling.

The trend is fueled by social media, where travel content can trigger wanderlust and prompt travelers to consider new destinations. With the advent of Instagram reels and TikTok videos that highlight secret spots and unique experiences, interest in less common travel options is increasing, attracting travelers away from mass tourism and toward more personal experiences.

Life’s an Adventure: Travel and the Traveling Experience

And in 2025, relaxation, too, has been reset. The old school beach retreat has been redefined into a more active and purposeful way of traveling. Keyword: Ethical adventure South Africans seek trips with adventure that also include a growth opportunity. Stencil food tours, pottery classes, forest walks and yoga retreats have spiked in popularity, with 62% of travellers seeking holidays which include planned and immersive activities.

This change of preference suggests that active travel is not always equivalent to rigorous physical activity. In other words, it’s not just a matter of the body, but also the mind — both are engaged in fulfilling and enriching experiences. Whether that’s by learning a new skill or finding peace in nature, the trick is to balance adventure with mindfulness.

The New Spontaneity: How to Plan Last-Minute Getaways

One unexpected trend is the growing popularity of last-minute travel. With 40% of South African travellers now happy to sit back and wait for a deal before booking, this shift sees a new level of flexible and spur-of-the-moment travel. This rise, from 31% in 2021, signals a growing appetite for cheap, last-minute trips influenced by social media and changing work habits. Increased “FOMO” (fear of missing out) as a result of travel content online is also part of this equation.

From the perspective of tourism providers, this trend also requires a rethink of the traditional way of booking. Agile booking opportunities, flash sales, and live mobile notifications will be key to attracting the spontaneous traveler, on the hunt for the next brilliant deal or adventure.”

Door to the New World: Discovering Greaties

Almost half of all South African travelers (46%) are looking for less-touristy, off-the-beaten-path destinations. Whether it’s peaceful hiking trails, off-the-beaten-path farm stays, or stargazing in secluded destinations, travelers are seeking out experiences significantly different from the usual mass-tourism jaunts. This thirst for discovery has inspired a focus on highlighting ‘the hidden gems’ – those local places that are distinctive, original, and full of character.

For travel brands that latch onto this longing for the unfamiliar, they will resonate with a rising group of travelers who value discovery over luxury. By zeroing in on authentic local experiences and unique storytelling, they can cater to these adventure-seekers.

Travel with a Personal Touch: On Vacation Through Hobbies

Recreation is now defined by personal interests, with 70% of South Africans engaging in hobbies during their time off. Whether it is birdwatching, landscape photography, trail running, or food foraging, travelers are increasingly using their passions as a way to plan their holidays. This is a reflection of a deeper relationship to travel in which personal passions lead the way and to reward.

To the contemporary South African traveler, holidays are no longer simply moments of respite but times of self-expression and the active pursuit of things they love, against new backdrops.

Conclusion – The Future of South Africa: Travel permeating the lens of the law.

With South African travellers still motivated by personalisation, mobile technology, and an extension of experiences being searched for, travel in 2025 will offer up deeper connections and more meaningful experiences. This involves the travel brands and tourism providers of today listening and responding to the changing and dynamic tastes of their customer base, to engage in mobile-first strategies, and to highlight unique, culturally rich and flexible experiences that increasingly discerning travelers are now seeking. Here are some of the trends that you can expect to shape the South African travel landscape in the coming years, and why their development will be a good thing for everyone.

(Source: KLA, YouGov Profiles, South African Tourism, Government of South Africa)