Amid rising geopolitical tensions, volatility in exchange rates and high airfares, South African travellers are increasingly seeking holidays closer to home.
A Travel News poll revealed that 82% of respondents believed there was a need to upskill on domestic destination knowledge to better serve budget-conscious travellers.
“People are excited to travel, but many are still careful with spending because of the economy. We’re seeing more interest for local getaways,” explains Emilene Rangayah, Director of Emilene’s Travel Services.
Rangayah says there is a lot of interest in wholesome road trips and weekend getaways for family holidays, wellness and special birthday celebrations.
However, due to a lack of knowledge and the unique challenges that come with booking domestic travel, agents are yearning for more information and training on local destinations.
“One reason so many agents feel a need to upskill is simply because much of this product remains beneath the radar, overshadowed by big international brands or traditional local favourites,” says Sue Garrett, GM of Supply, Pricing and Marketing at the Flight Centre Travel Group.
A two-way street
Garrett adds that there is a need for more education on South Africa’s domestic tourism offerings, from remote wilderness lodges to homely small towns and community-run experiences that rarely make it on to mainstream itineraries. However, this requires more active participation from agents and local suppliers.
On the one hand, agents have a responsibility to research established options and actively pursue new regional offerings, whether it’s attending local trade shows, collaborating with provincial tourism boards, or taking up fam trip invitations from emerging suppliers, explains Garrett.
“At the same time, product owners must do more than wait for bookings.” She says local suppliers also need to invest more in clear educational materials, accessible destination guides, and regular engagement with agents across all channels. Ultimately, it’s this two-way commitment that will unlock South Africa’s full potential as both an affordable choice – and an unforgettable one – for travellers.
“Domestic travel brings an economic multiplier effect that can’t be overstated, and not just for headline destinations like Cape Town or Durban, but across the full geographic spread of our country. When we send clients off-the-beaten-track within SA, we’re directly supporting jobs and small businesses in regional communities that rely on visitor spend and might otherwise be overlooked,” says Garrett.
