Wednesday, May 21, 2025
Recent findings from a Travel News survey have revealed a noticeable decline in the number of South African travellers planning to visit Europe for the upcoming summer season. This change in travel patterns suggests that South African tourists are rethinking their holiday choices, potentially due to rising economic concerns and evolving post-pandemic travel trends.
According to the poll results, 54% of South African travel agents reported a decrease in demand for European travel compared to the previous year. In contrast, 27% noted that interest had remained stable, while 19% observed an increase.
The results point toward a significant shift in travel preferences, with many South African tourists becoming more selective and cautious when planning trips to Europe—traditionally a top destination during the Northern Hemisphere summer.
Economic Pressures and Shifting Travel Choices
Thompsons Travel, one of the leading travel agencies in South Africa, confirmed that bookings to Europe have experienced a slight drop, particularly for destinations such as Switzerland.
Angie Cachao, the company’s Europe Product and Contract Executive, cited inflation and the rising cost of living as major contributing factors to this decline.
These economic pressures are prompting tourists to reconsider their travel options and opt for more affordable destinations.
As inflation and higher airfares continue to challenge consumers, many South African tourists are turning to destinations that offer better value for their money.
The increased costs of flights, visas, and accommodations are pushing travellers to explore less traditional options, focusing on places with lower expenses and simpler visa requirements.
A Shift Toward Wellness and Authentic Travel Experiences
In addition to economic factors, post-pandemic travel trends are shifting the focus toward wellness and authentic travel experiences. South African travellers are increasingly seeking destinations that offer tranquility, space, and opportunities for personal enrichment.
The desire for less crowded and more meaningful travel experiences is driving a preference for quieter locations that align with individual values.
As a result, destinations known for their natural beauty, wellness offerings, and cultural authenticity are becoming more attractive.
Tourists are now more likely to prioritize destinations that provide a sense of security, well-being, and alignment with their personal values, leading to a reduced interest in Europe’s more popular tourist cities.
Budget-Conscious Travellers: Rethinking Accommodation and Destinations
Carla Vickers, who works with Italian and French Excursions, has noticed a shift toward more budget-conscious choices among South African travellers.
Instead of booking high-end luxury hotels, many are opting for more affordable, yet still high-quality, accommodation options such as entry-level five-star or well-rated four-star hotels.
While bookings for Southern European countries like Italy, Spain, and Portugal remain stable, Vickers reported a decline in interest in France.
She speculates that the oversaturation of interest in France following major events like the Rugby World Cup and the upcoming Olympic Games may have led to a temporary decrease in its appeal. With these large-scale events taking place, some South African tourists may feel that they have had enough of France for now.
However, Italy continues to enjoy strong demand, with bookings on the rise in 2025, likely due to the Jubilee Year celebrations.
Spain and Portugal, which were recently introduced to Vickers’ portfolio, have started to attract bookings, but it remains uncertain if this trend will continue throughout the summer months.
Luxury Travel: Strong Demand Amid Economic Uncertainty
Despite the overall dip in demand for Europe, the luxury travel segment remains largely unaffected. Chrissa Karanastasis, a travel expert with The Travel Concierge, shared that her high-end clients have not been impacted by the economic challenges influencing other South African travellers. For her clientele, Europe remains a top destination, with countries like Greece, Spain, and Portugal continuing to generate strong interest.
Karanastasis noted that the demand for luxury travel in Europe has remained resilient. Her clients prioritize exclusive, bespoke experiences, and they are willing to invest in high-end services. While the broader market may be more budget-conscious, the luxury sector is thriving, particularly in sought-after destinations such as Greece, Italy, and France.
Even with economic pressures affecting other segments, the demand for luxury European vacations has stayed robust. High-end travellers continue to focus on quality, uniqueness, and personalized experiences, making luxury travel a consistent and growing market.
The Changing Landscape of European Travel Preferences
The shift in South African travel trends reflects a broader change in how tourists view traditional European destinations. Economic pressures, including rising costs for airfares and accommodations, are influencing South African tourists to explore more affordable and diverse travel options.
This is compounded by a post-pandemic shift toward wellness and authentic experiences, which are driving interest in quieter and more personal destinations.
The growing preference for budget-friendly travel, especially among families and middle-income groups, suggests that European destinations may need to evolve to remain competitive.
Places that offer good value for money, along with easier visa processes, are increasingly attractive to South African tourists.
Looking to the Future: South African Tourists Embrace New Horizons
The decline in interest for traditional European destinations signals a shift in how South African tourists approach their vacations. While countries like Italy continue to remain popular, there is growing interest in new and emerging destinations.
Additionally, the luxury market continues to thrive, with high-end European travel showing no signs of slowing down.
For the travel industry, these changes in traveller behavior may require a rethink of marketing strategies and package offerings. By focusing on affordability, authentic travel experiences, and destinations that align with tourists’ personal values, the tourism sector can adapt to meet evolving preferences.
As South African travellers become more selective, offering a combination of value and meaningful experiences will be essential for ensuring continued growth in European tourism.
