What international travellers love most about South Africa

International travellers are giving South Africa high marks for its attractions, food, hospitality and the experiences they have once they arrive.

Data Appeal figures from February to August 2026 show an overall international visitor sentiment score of 85.6, almost unchanged from 85.7 last year.

Visitors from 56 countries shared their views, providing a broad picture of how travellers experience South Africa after their trip, rather than what they expected before arriving.

And the results show some clear favourites.

Attractions score 90.2, Food & Beverage 87.8, short-term rentals 86.3 and hospitality 84.3, while some of South Africa’s best-known individual attractions achieve scores above 95.

South Africa’s attractions are winning over international travellers

The strongest sentiment scores highlight the experiences international travellers are enjoying most.

Attractions lead with a score of 90.2, demonstrating the continued appeal of the experiences that form a central part of many South African itineraries.

Food & Beverage follows at 87.8, while short-term rentals achieve 86.3 and hospitality 84.3.

Visitors also frequently mention location, hospitality and staff interaction as highlights.

The figures suggest that while South Africa’s landscapes and attractions remain important, the way visitors feel during their trip is also shaping their overall experience.

South Africa’s iconic attractions are still delivering

Some of the country’s best-known attractions record particularly high sentiment scores.

Kirstenbosch National Botanical Garden scores 95.6, while the V&A Waterfront follows closely at 95.4.

Bloukrans Bungy records 94.1 and Bourke’s Luck Potholes scores 92.8.

For tourism operators, destination management companies, travel advisors and marketers, these scores provide a useful indication of how visitors respond to attractions that already feature prominently on South African itineraries.

The country’s tourism icons are not only attracting visitors. Based on the sentiment data, they are also generating positive experiences once travellers arrive.

Food is becoming a major part of the South African holiday

One of the standout figures is the 87.8 sentiment score for Food & Beverage.

Wildlife, scenery and adventure have long formed part of the South African tourism experience, but the figures show the value food adds to a visitor’s trip.

A braai, tasting menu, vineyard lunch, neighbourhood restaurant, farm stall or unexpected local coffee shop all provide opportunities for travellers to experience another side of the destination.

For the tourism trade, food also provides a way to add depth to itineraries and connect visitors with the places they are exploring.

Rather than simply filling the space between activities, dining experiences can become memorable parts of the trip themselves.

Hospitality remains one of South Africa’s strengths

The data also points to the importance of the people visitors encounter.

Hospitality scores 88, while emotional engagement is also strong.

The friendly conversation with a guide, a useful tip from a waiter, a warm welcome at reception or a spontaneous conversation with a local all contribute to the experience.

Hotels and restaurants exist in destinations around the world, but those human interactions provide another way for South Africa to distinguish the visitor experience.

And international travellers are noticing them.

Travellers are enjoying destinations beyond the usual favourites

Some interesting opportunities are emerging outside South Africa’s traditional tourism hotspots.

Jeffreys Bay records a sentiment score of 89.6, while Limpopo follows closely at 89.4.

Kimberley and East London also recorded strong increases in sentiment, although they received fewer reviews.

For the tourism industry, this presents an opportunity to broaden the destinations presented to international travellers.

South Africa’s established attractions remain important, but the data indicates visitors are also enjoying experiences outside the most familiar routes.

That provides an opportunity to encourage travellers to explore more destinations and gives the industry additional stories to tell alongside the country’s best-known tourism experiences.

Culture and family travel show further potential

Cultural activities and family-friendly experiences also perform positively, despite attracting fewer reviews.

Cultural activities have a sentiment score of 83.6, while family-friendly experiences score 83.2.

For travel sellers, these categories offer an opportunity to place greater emphasis on cultural immersion, local stories, family trips and multigenerational travel.

For marketers and tourism product owners, the scores suggest there are existing experiences with the potential to receive greater attention.

Cleanliness sentiment is improving

Visitor feedback also highlights areas where the tourism experience still has room to improve.

However, there are encouraging signs.

Cleanliness scores increased by 2.7 points, indicating an improvement in visitor sentiment around this part of the experience.

Connectivity, accessibility, check-in and costs remain areas where the industry has opportunities to make the visitor journey smoother.

The improvement in cleanliness sentiment also shows that changes to practical elements of the visitor experience are reflected in how travellers talk about their trips.

What international travellers are telling South Africa

The overall sentiment score of 85.6 gives the South African tourism industry a strong foundation.

Rather than creating an entirely new story about the destination, the data provides insight into what international visitors already value.

Attractions remain a major strength. Food is becoming an important part of the tourism experience. Hospitality and human interaction matter. And destinations beyond the traditional tourism routes are attracting positive responses.

The opportunity is to make those experiences easier for international travellers to find, book and include in their itineraries while continuing to improve the practical elements of the journey.

Ultimately, the data reflects the impressions travellers take home with them.

And with sentiment sitting at 85.6, international visitors are leaving South Africa with a largely positive one.

This article was prepared by South African Tourism’s Analytics and Insights Unit.

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