As 2025 begins, economic uncertainties and inflation are shaping leisure travel decisions for South Africans.
Industry experts Joanne Adolphe, CEO of Thompsons Holidays, and Kirsty Knott, Sales Relationship and Communication Manager at Beachcomber Tours, shared their insights on trends and priorities for leisure travel in the year ahead.
A balance between affordability and luxury
Leisure travel pricing in 2025 will reflect inflation and operational cost increases, particularly for flights.
“The longer out you book and pay, the better the pricing. Passengers continue to search for value for money and flexibility on bookings,” advises Adolphe.
Knott points out that January is a peak booking month, with many travellers planning their year ahead. She adds that travellers are increasingly willing to invest in unique and luxurious experiences that offer exceptional value. “The quality of the experience is paramount.”
All-inclusive packages continue to appeal to South Africans for their value and convenience. However, some travellers opt for half-board packages to balance budget and flexibility, Knott notes.
Popular and emerging destinations
Mauritius, Maldives, Thailand and local South African destinations remain perennial favourites among South African travellers. However, new destinations like Réunion and Brazil are emerging as contenders in 2025, Adolphe says.
Immersive and unique experiences
According to Adolphe, South African leisure travellers are seeking unique, personalised and immersive experiences.
“The demand for cultural immersion is on the rise as travellers look for authentic experiences that go beyond traditional sightseeing. Travellers love connecting with local communities and participating in their customs, sharing ‘genuine human stories’,” she says.
Wellness and sustainability in focus
Wellness travel is expected to thrive in 2025, as Adolphe explains that travellers are prioritising “rejuvenation and mindfulness”.
Knott elaborates: “In 2025, we see a growing emphasis on wellness in all senses of the word: mind, body, connection and sustainability.”
Sustainability, too, is a major consideration. “This demand is growing as travellers increasingly prioritise eco-conscious travel choices,” says Adolphe.
Off-the-beaten-track destinations
South Africans are turning their attention to less-explored locales.
“Travellers are leaning towards off-the-beaten-path destinations with a growing desire for unique and personalised experiences that create Instagram-worthy moments,” Adolphe observes.
Knott adds: “While popular hubs remain attractive, travellers often appreciate exploring hidden gems to complement their itineraries.”
Multigenerational and customisable travel
Travel preferences vary widely among generational groups. Gen Z and Millennials gravitate toward adventure, social media-worthy moments and eco-conscious options.
Meanwhile, Gen X and Boomers favour comfort, relaxation and premium amenities. “Customers are no longer happy with generic options. They want customised itineraries that cater for their unique preferences,” says Adolphe.
Knott agrees: “Personalisation is key. By working closely with travel agents, we tailor holidays to meet individual needs, whether a bush-and-beach combination or celebrating a milestone occasion.”
