South African Tourism targets 15m visitors by 2030 as arrivals climb 26.9% – WTM London brief
South African Tourism is targeting 15 million annual visitors by 2030, with COO and acting CEO Darryl Erasmus reporting a 26.9% year‑on‑year rise in international arrivals in September 2025 to over 846,000. Speaking ahead of WTM London 2025, he cited stronger air access on US – Cape Town and Australia – Johannesburg routes, competitive value for money, and facilitation measures including an expanded e‑visa and a digital nomad visa, supported by word‑of‑mouth advocacy, repeat travel and VFR demand.
The new global campaign – South Africa Awaits: Come Find Your Joy! – aims to deepen emotional connection and reinforce the destination’s brand while driving growth. Erasmus highlighted the upcoming G20 Summit as a catalyst for long‑term MICE demand and infrastructure legacy, alongside product and investment activity including Canopy by Hilton Cape Town Longkloof (154 rooms), the new Park Hyatt Johannesburg, a US$25 million upgrade at Four Seasons Hotel The Westcliff, upgrades at Spier and Radisson Collection Waterfront, the carbon‑neutral Few & Far Luvhondo eco‑lodge in the Vhembe Biosphere, and Cape Town developments such as Granger Bay Pavilion with a heliport, a new luxury mall at the V&A Waterfront and the Cape Winelands International Airport project.
Source: WTM Global Hub
