South Africa welcomed nearly one million international tourists in July alone, capping off a stellar 12.4% year-to-year surge for the first seven months of the year.
While overall visitor numbers are rising sharply across both regional African and overseas markets, the real story lies in where these travellers are going and what they think of the journey.
Recent visitor sentiment data reveals that while classic heavyweights continue to charm, international guests are increasingly venturing beyond traditional gateways to discover regional gems.
The latest figures from the Department of Tourism show that international tourist arrivals reached 6,576,169 between January and July 2026, up 12.4% compared with the same period in 2025.
Arrivals from the rest of Africa grew by 14.3% year on year during the period, while overseas arrivals increased by 5.7%.
Tourism Minister Patricia de Lille said the figures showed that tourism growth was becoming “more geographically diversified”, which she described as one of the department’s strategic priorities.
But as more international visitors make their way to South Africa, where are they going and which experiences are leaving the strongest impression?
According to the latest South African Tourism visitor sentiment insights, the country’s attractions are continuing to perform particularly well, with several destinations and experiences recording sentiment scores of above 90.
Kirstenbosch takes the top spot
At the top of the rankings is Kirstenbosch National Botanical Garden, which recorded an impressive visitor sentiment score of 95.6.
The Cape Town attraction was followed closely by the V&A Waterfront, scoring 95.4.
The results show that some of South Africa’s most established attractions continue to deliver strong experiences for international visitors, despite the growing appetite for less conventional and more localised travel.
Adventure is another major drawcard. Bloukrans Bungy recorded a sentiment score of 94.1, while Bourke’s Luck Potholes scored 92.8.
These high scores underline the breadth of South Africa’s tourism proposition, from urban attractions and gardens to adrenaline-fuelled experiences and dramatic natural landscapes.
Jeffreys Bay and Limpopo make the list
Perhaps more telling in the context of De Lille’s comments on geographical diversification is the performance of destinations outside the country’s traditional tourism hotspots.
Jeffreys Bay recorded a sentiment score of 89.6, while Limpopo scored 89.4.
The strong showing by Jeffreys Bay highlights the appeal of the Eastern Cape coastal town, particularly among travellers looking for beaches, surfing and a more relaxed coastal experience.
Limpopo, meanwhile, offers a distinctly different proposition, with wildlife, nature, cultural experiences and expansive landscapes forming part of its tourism offering.
Their performance suggests that international visitors are finding rewarding experiences beyond the country’s established gateways and headline destinations.
Kimberley and East London also recorded positive movement in visitor sentiment, pointing to further opportunities for destinations looking to attract a greater share of international tourism.
It’s not only where visitors go
The SA Tourism insights also show that the quality of the experience extends beyond the destination itself.
Attractions recorded the highest overall category sentiment at 90.2, followed by Food & Beverage at 87.8 and hospitality at 88.
That strong performance by food and beverage is significant as South Africa increasingly positions its culinary offering as an integral part of the visitor experience.
For international travellers, a South African trip can be as much about discovering local flavours and restaurants as it is about ticking off major attractions.
Hospitality is similarly important, with visitors responding positively to staff interactions, location and genuine human connection.
The combination helps explain why South Africa continues to generate strong visitor sentiment even as travellers become more discerning about the experiences they seek.
Beyond the traditional tourism circuit
For a country seeking to grow international arrivals while spreading tourism benefits more widely, the data presents an interesting opportunity.
South Africa’s biggest attractions are clearly still delivering. But the strong sentiment recorded in destinations such as Jeffreys Bay and Limpopo suggests there is scope to encourage visitors to venture further beyond the traditional itinerary.
With almost one million international tourists arriving in July alone, the opportunity is not simply to bring more visitors into South Africa, but to encourage them to stay longer, travel further and experience more of the country.
And if the latest visitor sentiment is anything to go by, some of the country’s most rewarding experiences may be found well beyond the usual tourist checklist.
zamandosi.cele@nationalmg.co.za