07 Oct 2025

South Africa beyond the bucket list: Discovering hidden travel gems

South Africa’s tourism has long been dominated by Cape Town with its iconic Table Mountain, not to mention the majestic and much-loved Kruger National Park, one of Africa’s best known wildlife reserves. While those landmarks are undeniable treasures, over-reliance on them risks leaving much of the country’s rich and diverse offering underexplored. The recent Hospitality Industry Think Tank in Johannesburg underlined the urgency of broadening the country’s travel portfolio so visitors stay longer and spend more across regions.

“We need to create bundled regional products that add value and keep visitors in the country longer. Bush, berg, beach, gastronomy, adventure, not just the Big Five and Table Mountain,” were the sentiments of David Frost, Chief Executive Officer at SATSA, speaking on one of the event’s panels.

Achieving that, he added, means local operators, provincial tourism bodies and airlines working together to align marketing, product and booking channels. Packaged itineraries that combine a few nights in the bush, a coastal stretch and perhaps a regional food trail will deliver longer stays and a more even spread of tourism revenue across the provinces. This requires product development, shared distribution deals and trade-ready experiences that are simple to sell.

“South Africa has so much more to offer beyond the well-known hotspots,” says Melani van der Westhuizen, General Manager of Finfoot Lake Reserve. “Destinations like Finfoot Lake provide travellers with unique experiences in the bush, away from the usual crowds, while still connecting them to regional culture, adventure and nature. By exploring these hidden gems, visitors can enjoy a richer and more diverse South African journey.”

Olivier Perillat-Piratoine, MD at Club Med Southern Africa, echoed the sentiment. “We must tell the story of South Africa in a way that makes people want to stay longer. You might come for the safari, but you stay for the beaches, the culture, the food. That's how we grow the value of each visitor.”

Key operational priorities

Beyond product packaging, three operational priorities will determine whether South Africa can turn diverse itineraries into lasting value: sustainability, skills and transformation, and pragmatic use of technology.

On sustainability, for instance, guests and employees notice when the sustainability claims on a website aren’t reflected on the ground. Simple daily behaviours, such as kitchen food-waste systems and responsible procurement, are what build credibility with modern travellers.

Slow grant processes and fragmented training models have also been choking the sector’s ability to scale jobs. As such, Think Tank panellists called for an industry-owned training pipeline that centralises curriculum, pools funding and places learnerships where demand and seasonality need them most.

Employing AI and automation can be useful too, where these tools can be used to handle booking tasks, scheduling and routine guest queries while staff do what machines cannot, like reading a guest’s mood or facial expressions, designing surprise moments and turning small interactions into memorable experiences.

Simplifying visas for high-growth markets like India and China would make South Africa more accessible to millions of potential visitors. At the same time, limited marketing budgets can work harder if targeted towards creator-led familiarisation trips, micro-influencer campaigns and short-form video that showcases combined experiences rather than single attractions.

“These are areas where the industry can make measurable progress if we work together,” said Chris Snyman, Chief Development Officer at Dream Hotels & Resorts. “Taking steps to make these changes together is crucial and are well within our reach. We cannot wait for policy changes or perfect conditions, we must start now, so that by 2026 South Africa is stronger, more competitive and more resilient.”