New data from Discovery Bank and Visa reveals that South Africa remains a magnet for international tourists, particularly from the United Arab Emirates (UAE), Canada, the United States, Germany and the United Kingdom.
The findings are part of the latest SpendTrend25 report, which analyses how consumer spending has changed between 2019 and 2024.
Cape Town leads international spend
Using insights from VisaNet and Discovery Bank’s client data, the report paints a clear picture: international travellers are not only arriving in higher numbers they’re also spending generously, especially in Cape Town.
Cape Town accounts for 46% of total spend by foreign visitors. Johannesburg follows with 24%, while Durban attracts just 3%. Other cities make up the remaining 27%.
The biggest chunk of money spent in Cape Town, 34% goes to accommodation, followed by retail (19%) and dining out (17%).
Groceries account for 10%, while the remaining 20% is spent on various activities.
Interestingly, the UAE has topped the list of countries from which travellers are visiting South Africa throughout 2024.
According to BusinessTech, Canadians are also arriving in notable numbers, likely to escape harsh winters back home.
Tourists from the UK, US and Germany continue to be steady contributors to South Africa’s tourism economy, particularly during the country’s summer months.
South Africans are travelling less but spending more
On the flip side, the report shows that while South Africans are travelling abroad less frequently than in previous years, they are spending more per trip a sign of rising travel costs.
Discovery Bank clients, in particular, are spending up to 24% more on travel than before, even as the total number of trips dips.
The UK remains the top destination for South African travellers, making up 22% of international trips.
Mauritius, the US, the UAE, Italy and Australia follow closely, while France, Portugal, Namibia, New Zealand, Germany, Switzerland, Zimbabwe and India are also popular.
Travellers heading to Australia stay for an average of 22 days, while visits to the UK and US last about 17 days.
Shorter-haul destinations like the UAE and Mauritius see stays of around 9 to 10 days.
Online spending on the rise
The report also notes a shift in how South Africans are spending while abroad.
While travel itself may have slowed down, spending on international digital platforms has grown sharply – surpassing what travellers are spending in physical stores overseas.
This trend may reflect changes in consumer behaviour, such as pre-booking experiences online or shopping on global e-commerce sites while travelling.
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