South Africa has just been named one of the world’s top five luxury travel destinations in the Roxstar Luxury Travel Trends Report 2025, rubbing shoulders with heavyweights like the USA, UAE, Maldives, and France.
According to the report, based on Roxstar’s bookings from 2022 to 2025, international travellers can’t get enough of South Africa’s distinctive mix of wild adventure and sophisticated city life. From world-class safaris to fine dining and exclusive experiences, it seems the rest of the world is finally catching on to what locals already know: there’s no place quite like this.
“South Africa holds a special place in the hearts of luxury travellers,” says Roxy Robinson, founder of Roxstar Luxury Travel. “Few destinations offer such a compelling mix"
Among the country’s most sought-after stays are high-end properties like the Belmond Mount Nelson (owned by luxury group LVMH), Cape Town's One&Only, and safari icons such as Singita, Londolozi, and Cheetah Plains. The report also highlights a growing appetite for curated experiences, think private safaris with expert photographic guides, intimate tastings in the Winelands, and after-hours access to cultural landmarks.
Culinary travel is another driving force, with South Africa’s top chefs being recognised on the global stage.
While South Africa’s luxury credentials remain strong, Robinson notes that competition is heating up. Destinations like Saudi Arabia, Patagonia, and Japan are making serious moves to lure the high-end traveller, while African neighbours such as Namibia, Mozambique, Rwanda, and Uganda are also rising fast.
Wellness Tourism
To stay ahead, the report suggests that South Africa’s next big opportunity lies in wellness tourism. Globally, wellness has become a new marker of status, a trend that aligns perfectly with our natural landscapes, outdoor lifestyle, and emphasis on balance and beauty.
“South Africans can take pride in the country’s endurance as a go-to luxury destination,” Robinson says. “But we can’t afford to rest. With safer cities and better infrastructure, the potential for tourism-led growth and job creation is extraordinary.”
If the Roxstar report proves anything, it’s that luxury isn’t just about price tags, it’s about experience. And few places deliver that quite like South Africa.
While Cape Town is a firm favourite for luxury travellers, Johannesburg can hold its own with hotels like the Four Seasons Hotel and 54 on Bath, to name a few. Meanwhile, the best fine dining restaurant in South Africa (according to the Luxe Awards 2025), Cyra, is located at The Houghton Hotel in Johannesburg.
In case you missed it: Two Kruger lodges earn Michelin's highest hotel award.
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