Are more South Africans travelling again since the pandemic? Tips for travel agencies to stay ahead

The global tourism sector, once one of the most dynamic industries, continues to grapple with the long-lasting impacts of the Covid-19 pandemic.

Although international and domestic travel have resumed, the industry is still striving to return to pre-pandemic levels of activity.

To truly recover, a fundamental shift is required—not just in operations, but in how travel is marketed and experienced. Consumer behaviour has changed significantly, with travellers now prioritising flexibility, safety, and personalised experiences. As a result, traditional travel agencies and tourism bodies must rebrand and modernise their approach to align with the new expectations of a cautious and value-conscious customer base.

Affordability has also become a major concern, particularly in South Africa, where many people are still recovering from the financial setbacks of the pandemic. Coupled with a sluggish economy, the high cost of travel is a major barrier preventing many from booking holidays.

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What keeps the tourism sector alive?

Kele Lekalake, executive manager at Harvey World Travel (HWT) Southern Africa, told The Citizen that cross-selling and upselling become even more critical because a trip to London is not just a flight, a hotel, and a taxi; it’s about what else you could do to explore your destination.

“We are seeing destinations that were not as popular becoming more so, like, for example, Vietnam, Türkiye, Morocco.”

Lekalake said it is important for businesses to rebrand because consumer behaviours change; therefore, a rebranding helps to keep up with what is trending.

Government role in the sector

“Small businesses require an opportunity to bid competitively for business, as they have the skill set and resources that are available in big companies. 

“It is therefore important to allow them that opportunity, supporting their initiatives, such as the introduction of systems and technology that can better support your systems and improve cash flow management,” she added.

Lekalake said that technology, as an enabler, and social media, as an influencer, are the new world in the industry. 

She said travellers now see that while information is available online, engaging with a travel agent is about getting expert insights.

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Africa Travel Indaba

Africa’s Travel Indaba is one of the largest tourism marketing events on the African calendar and one of the top three ‘must-visit’ events of its kind on the global calendar.

It showcases the widest variety of Africa’s best tourism products and attracts international buyers and media from across the world. Africa’s Travel Indaba is owned by South African Tourism.

This year, it took place in Durban, KwaZulu-Natal, from 12 to 15 May 2025.

How Africa Indaba performed

According to Thembisile Sehloho, chief marketing officer of South African Tourism, the projected economic benefits of Africa’s Travel Indaba 2025, encompassing event infrastructure and logistics, as well as accommodation, restaurants, and local transport services, have been substantial.

“The direct economic impact of Africa’s Travel Indaba on Durban’s GDP is estimated at R574-million, with direct spending totalling more than R232-million, highlighting the substantial economic benefits.

“Additionally, the event created more than 2 000 jobs, particularly for the youth and local communities, with an anticipated household income contribution exceeding R140 million.”

Hotel sector performance

The latest available stats for the hotel sector show growth in its income levels for November 2024, which could suggest South Africans have recovered financially.

While income levels are above those recorded before the Covid-19 lockdowns, it is worth noting that when adjusting for inflation, the “real picture” is that the sector still has not fully recovered.

John Loos, FNB’s property strategist, says the higher single-digit growth, outpacing general inflation, is encouraging.

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