South Africa’s adventure travel scene is evolving, and it’s not about splurging. According to new research by the Southern Africa Tourism Services Association (SATSA), over 30% of local adventurers are spending less than R500 per day but still chasing high-value, unforgettable experiences. The findings challenge long-held assumptions about domestic tourism and offer a fresh look at how South Africans are choosing to explore their own backyard.
The research, conducted in partnership with Wesgro through the 101 Adventures Western Cape competition, is the most comprehensive of its kind on domestic adventure tourism. And it’s painting a whole new picture of what the South African traveller wants: flexibility, affordability, and unforgettable moments.
“We’re seeing a market that values experience over expense,” says SATSA COO Hannelie du Toit. “That’s a major shift for the industry.”
Self-catering accommodation came out tops, followed by B&Bs and resorts, proving that flexible, cost-conscious lodging is the way to go. Top activities included hiking, hot air ballooning, zip-lining, boat cruises, and helicopter rides – all offering high-impact fun without breaking the bank.
The study also revealed that travel isn’t just about adrenaline; it’s equally driven by the need to relax (21.2%) and connect with family (21.1%). So, hybrid experiences that combine excitement, downtime and family-friendliness are a win.
For those with a bigger budget? Think wildlife safaris, wine tours, and once-in-a-lifetime experiences like whale watching. Across the board, value for money, scenic settings, and access to basics like free Wi-Fi matter more than ever.
SATSA CEO David Frost sums it up: “This research arms the industry with what it needs most, insight. It’s time to rethink how we package and price experiences for our local market.”
As South Africa’s tourism sector continues to recover and reshape, this study lays the groundwork for smarter, more inclusive growth. And if you thought local travel was slowing down, think again.
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