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When Virgin Atlantic's new CEO was asked to name the most underrated destination on the airline's network, he didn't hesitate to respond.
"Here in the US, I'd say South Africa," Corneel Koster told Skift Airlines Editor Gordon Smith during a conversation at the Skift Global Forum in New York.
"We'll fly ten times a day to Cape, sorry, that would be great. Ten times a week to Cape Town, ten times a week to Johannesburg," he said.
Koster went on to describe South Africa as an "amazing destination", encouraging US travellers to discover the country via Delta's direct services or Virgin Atlantic's connections through London Heathrow.
Delta has a 49% stake in Virgin Atlantic, with the remaining 51% owned by Sir Richard Branson's Virgin Group. The endorsement comes as Virgin Atlantic celebrates 30 years of flying to South Africa, marking the milestone with increased summer capacity and an aircraft upgrade on its Johannesburg route.
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Thirty years of connecting South Africa
From 25 October, 2026, Virgin Atlantic will introduce its Airbus A350-1000 on the daily Johannesburg–London Heathrow service, replacing the aircraft currently operating the route.
The new-generation Airbus brings the airline's signature Upper Class, Premium and Economy cabins, alongside improved fuel efficiency and a more modern long-haul experience.
From December, three additional weekly Johannesburg services will bring the route to 10 flights per week in each direction.
Cape Town is also enjoying a connectivity boost, with Virgin Atlantic increasing its seasonal London services to 11 flights per week, since mid-October 2026 through March 2027.
Together, the two routes underline South Africa's importance to the airline's long-haul network, particularly during the country's peak summer tourism season.
The expanded services also come as South Africa sees a strong year for international tourism. Between January and June 2026, SA welcomed an estimated 5.58 million international tourists, up 12.3% year-on-year, according to the latest data from the Department of Tourism.
Arrivals from Africa grew by 14.3%, while overseas arrivals increased by 5.6%. Most relevant for Virgin Atlantic is that some 141,019 British visitors came to South Africa in the first quarter of 2026, an increase of 7.7% compared with the same period last year.
With Britain leading overseas arrivals, Virgin Atlantic's increased capacity offers a timely boost to connectivity between South Africa and one of its most important tourism markets, with 70% of its route capacity served via Heathrow.
Germany followed with 118,085 arrivals, while travellers from the US ranked third with 78,146 visitors, despite an 8.5% decline year-on-year.
Premium travel is taking off
Koster's endorsement of South Africa as an underrated destination for American travellers is particularly significant, as Virgin Atlantic invests in next-generation aircraft and an expanded premium offering to attract long-haul travellers.
Speaking to Skift, Koster highlighted strong demand for passengers willing to pay more for comfort and elevated experiences.
The airline is planning substantial increases in premium seating across its future Airbus A330 aircraft and refurbished Boeing 787 Dreamliners.
On its new A330 configuration, 104 seats will be allocated to Upper Class and Premium, compared with 128 in Economy. But he was equally clear that Virgin Atlantic's biggest differentiator isn't necessarily the seat or the champagne. It's the people.
As artificial intelligence transforms the airline industry, Koster believes authentic human connections will become even more valuable.
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The next chapter in SA
Echoing this sentiment, Marc Harding, Virgin Atlantic's Country Manager for South Africa, remarked that the anniversary is about more than aircraft and flight schedules.
When I reflect on the last 30 years, I don't think first about aircraft, schedules or destinations. I think about the people who believed in our brand, the teams who made every journey possible, and the partners who have stood alongside us every step of the way," adds Harding.
Thirty years on, Virgin Atlantic is looking to its next chapter in South Africa with more capacity, a younger fleet and a clear appetite for travellers seeking memorable experiences.
And if Koster's enthusiasm is anything to go by, South Africa remains firmly on the airline's must-visit list.
Read more: Virgin Atlantic's Johannesburg flights are getting an upgrade.
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