In his recent State of the Nation Address (SONA), President Cyril Ramaphosa introduced sweeping visa reforms aimed at revitalising South Africa’s travel and tourism sector. At the core of this initiative is the Electronic Travel Authorisation (ETA) system. By fully digitising the visa application process, this system promises to streamline travel for international visitors. Using artificial intelligence and automation, the ETA will reduce processing delays, cut down on opportunities for corruption, and offer a smoother travel experience.
The government’s commitment is already paying off, with over 90% of a backlog of 300,000 visa applications cleared. These reforms are expected to renew confidence among both leisure tourists and business travellers eager to explore South Africa.
Lessons From 2024: A Stabilising Sector
Reflecting on 2024, South Africa’s tourism sector demonstrated encouraging growth, particularly in Cape Town and safari experiences. “The sector has stabilised over the past few years,” shares Marc Wachsberger, CEO of The Capital Hotels, Resorts and Apartments. Adding “We don’t need to talk about Covid anymore. Growth from here on will be driven by economic factors and strategic management actions to capture a larger share of a static market.”
Wachsberger noted that The Capital has already made significant strides. Its net promoter score—a critical measure of guest satisfaction—rose from 88% to 92%, placing it among the best in its category. This jump in satisfaction translated into higher occupancy and revenue per room, outpacing industry competitors.
Trusted Tour Operator Scheme: A Boost From China and India
One of the most exciting developments for 2025 is the Department of Home Affairs’ (DHA) Trusted Tour Operator Scheme (TTOS). This initiative, involving 65 tour operators from South Africa, China, and India, aims to attract more group travellers from these countries—two key markets where South Africa has historically underperformed.
While Wachsberger applauds the TTOS, he believes broader reforms are necessary to truly elevate South Africa’s tourism sector, “The tours from China and India will boost a specific market segment, but our appeal needs to extend across all travel groups. The simplest way to do that is to cut the red tape, make systems work efficiently, and tourists will flood in naturally. South Africa is still one of the best and most affordable countries to visit.”
G20 Summit: A Global Stage for South Africa
South Africa’s hosting of the G20 Summit in Johannesburg could be a pivotal moment for the nation’s travel and tourism sector. According to UN Tourism, the G20 economies account for more than 70% of all international tourist arrivals and contribute 82% to tourism’s global GDP, making this summit a significant opportunity to raise the country’s profile on the world stage.
President Ramaphosa has acknowledged the vital role tourism plays in economic recovery and growth. By hosting the G20 Summit, South Africa has the chance to showcase its unique offerings, from its rich cultural heritage and vibrant cities to its breathtaking landscapes and wildlife experiences. The summit will also allow the nation to highlight its world-class infrastructure, which has evolved to accommodate global events and large-scale tourism.
Moreover, the exposure from hosting such a high-profile event will provide long-term benefits. Countries that have previously hosted the G20 have seen a sustained increase in international arrivals due to heightened awareness and improved perceptions of safety, hospitality, and ease of travel.
Wachsberger sees the summit as an important marketing opportunity: “South Africa is already an attractive and affordable destination. The G20 gives us the perfect platform to tell our story to a global audience and show them why this country is one of the most unforgettable places to visit.”
According to Wachsberger, if South Africa can further improve travel processes—such as easing visa applications, offering simplified entry for business travellers, and resolving concerns around unregulated accommodation—the G20 Summit could act as a catalyst for a tourism boom that extends well beyond 2025.
2025 Outlook: Promising Potential
With the combination of visa reforms, initiatives like the TTOS, and the global visibility afforded by the G20 Summit, South Africa’s tourism sector is poised for a bright future. By continuing to improve accessibility, addressing regulatory challenges, and capitalising on major international events, South Africa is set for a big year in tourism. One that could put the country in position to welcome the world in 2025 and beyond.
