09-07-2025
This is how South Africans want to travel in 2025
Among the notable emerging travel trends the research highlights are 'bravecations', where travellers are more adventurous on holiday, trying activities they wouldn't normally try at home.
A total of 85% of local travellers said they are braver on holiday, the highest among all markets surveyed. The trend is particularly strong among younger travellers, with 87% of 18- to 24-year-olds and 91% of 25- to 34-year-olds expressing a willingness to try new and exciting things.
Popular activities include: climbing high structures (56%);
participating in high-octane activities such as zip-lining, skydiving and theme park rides (54%); and
trying unusual foods (45%).
Another rising trend are 'heritage holidays', where travellers explore their family's heritage, history or ancestry. A total of 75% of South Africans have taken or plan to take a heritage holiday soon. The trend is more prevalent among younger generations, with 77% of 18- to 24-year-olds and 88% of 25- to 34-year-olds having taken a heritage holiday or planning to, compared to 42% of those aged 65 and above.
Key motivations include the desire to understand where their family comes from and what their life was like (64%) and to see where their ancestors lived (53%).