New research from South African Tourism has revealed a major opportunity for the country’s tourism industry: the majority of international travellers explore only a single province during their visit to South Africa.

According to the South African Tourism Departure Survey (2025), approximately 91% of international visitors travel to just one province, while only 9% extend their trip across multiple provinces. This travel pattern means that tourism spending and economic benefits remain concentrated in a limited number of destinations, leaving many regions with untapped potential.

Tourism analysts say encouraging travellers to explore multiple provinces could significantly increase both visitor spending and the length of stay.

Data from the survey shows that travellers who visit more than one province stay an average of 20 days, compared with 14 days for those visiting only one province. Their average trip spending is also substantially higher, reaching approximately R26,000 per trip, compared to R8,800 spent by single-province travellers.

Multi-province visitors are also far more likely to participate in key tourism activities. Around 63% visit natural attractions, 59% engage in wildlife experiences, and 35% book fully inclusive travel packages. These visitors are typically older travellers, often travelling as couples or with friends, and are more likely to be first-time visitors to the country.

In contrast, travellers who visit only one province are more likely to be visiting friends and relatives, a travel segment that accounts for 59% of single-province trips.

Tourism strategist Sthandiwe Mkhize, founder of Sthandiwe Mkhize Advisory, says the findings highlight a strategic opportunity for South Africa’s tourism sector.

“Encouraging visitors to travel across multiple provinces can unlock far greater economic value for the country. It supports longer stays, higher visitor spending, and allows more communities to benefit from tourism,” Mkhize said.

Industry experts believe improved storytelling, clearer travel information, and better packaging of multi-province itineraries could help address the challenge. Stronger messaging about connectivity between provinces — including road, air, and travel routes — may also help visitors feel more confident about exploring beyond traditional tourism hubs.

The research also highlights differences across global markets. Travellers from South America perform best in geographic spread, with more than half visiting multiple provinces, while visitors from African land markets remain the most concentrated, with only 2.3% travelling beyond one province.

Tourism authorities say increasing geographic spread is essential for sustainable tourism growth. When travellers move between destinations, economic benefits extend to more communities, tourism pressure is reduced in already popular areas, and visitors gain a richer experience of the country’s diverse landscapes and cultures.

With South Africa offering world-class wildlife, cultural heritage, scenic landscapes, and coastal experiences across all nine provinces, industry stakeholders believe the country has a significant opportunity to reposition itself as a multi-destination journey rather than a single-province stop.

Source: South African Tourism Departure Survey (2025) ,SA Tourism Social Media Pictures