South African Tourism UK is brimming with optimism after the UK reclaimed South Africa’s top spot for overseas arrivals in a record-breaking year for the destination.  

Last year, approximately 10.5 million international arrivals visited the African nation, the highest number ever.

Rachel Lewis, acting hub head of South African Tourism UK, told TTG: “In 2025 the UK reclaimed the number one spot to South Africa. The US had it for a bit, but we have reclaimed it and I’m sure we are going to carry it.”

This year has started on the right track to do just that: January arrivals from the UK increased 10% year-on-year.

Lewis added: “We’ve surpassed our 2019 arrival figures, which is a really big moment for us, as we’ve taken a little bit longer to get that recovery into Africa since the pandemic.”

© Rachel Lewis

And she acknowledged the achievement in doing that, given current airlift is not yet comparable with pre-pandemic levels.

“British Airways and Virgin Atlantic have been incredibly supportive, but we are missing that direct South African Airways Johannesburg flight.”

In 2018, SAA reduced its Joburg-Heathrow flight from twice daily to once daily, before it was dropped for good in early 2020.

“We’re hopeful that’s not the end of the SAA-UK story,” said Lewis. “We love our flag carrier but we know airlines need to be [financially] successful.”

Lewis attributed the surging UK market to a combination of factors, which included the destination’s “amazing value”, its word-of-mouth reputation, and the success of recent marketing campaigns, which have included a TV partnership with pop star Gary Barlow.

Image emailed by Kinza Chaudry, from Black Diamond, PR representation for South African Tourism

South Africa’s direct flights with the UK were also a benefit: “Difficulties in other parts of the world are helping South Africa,” she said. 

“What’s going on to the east of Africa is having an impact on how people are going to travel and having more direct capacity down to South Africa is going to work in our favour.”

Looking ahead, Lewis said South African Tourism would be leveraging Kruger National Park’s centenary, British Airways’ increase in capacity to Cape Town from November, and the England cricket team’s tour of South Africa in December ‘26 and January ‘27.

Bookings are soaring

The rosy picture for South Africa is backed up by tour operators selling the region. Kuoni’s South Africa trade bookings are up 89% year-on-year, and Africa product manager Helen Austin agrees that the US-Iran war is playing into the destination’s favour: “With the situation in the Middle East prompting some customers to switch to alternative destinations with direct flights, we anticipate demand will strengthen even further,” she said.  

Growth for the operator is being driven by small group safaris offering great value, she said, and also family safaris, supported by itineraries such as a KwaZulu-Natal Safari & Mountains Family Adventure. “Safari taps into the rising demand for experiential travel, with customers wanting deeper cultural immersion and something out of the ordinary,” she said.
 
Elegant Resorts also reports strong growth, with South Africa room nights up 71% year-on-year (2025 v 2024).
 
Lindsay Ormrod, Asia and Africa product executive, highlights South Africa’s value for money, especially when consumers are spending in the destination, with the exchange rate working out in favour of British travellers. “It’s one of the best places to be on holiday,” she says.
 
She also recommends South Africa more for first-time visitors to Africa, whereas for repeat visitors she tends to offer Kenya.
 
“South Africa offers more variety to a holiday, with a safari experience alongside easy access to big cities, beaches and scenic drives. South Africa is known for its food and wine, and is more flexible regarding budgets. There’s more opportunity for clients to do self-drive and explore independently. South Africa also more family-friendly, while Kenya is more suited to couples and honeymooners, and is better for clients who’ve been to Africa before and want a more traditional wildlife experience.”
 
South Africa continues to be African Pride’s most popular destination in a record-breaking start to the year for the operator.
 
“The feedback we receive from clients [about South Africa] is so positive and the level of repeat clients is always high,” says product manager Liz Hall.