South Africans travel smarter this festive season as Cape Town tops domestic holiday list

Despite tighter household budgets, more than half of South Africans are still planning to travel this festive season, according to Cape Town Tourism’s latest Domestic Travel Intent Report.

The report indicates that 54% of South Africans intend to take a holiday in December, with the vast majority choosing destinations within the country. The Western Cape remains the most popular province, attracting 48% of domestic travellers, while Cape Town accounts for 80% of visits within the province.

Researchers found that while travel plans remain intact, many holidaymakers are adjusting how they travel to manage costs. Around 43% of travellers are staying with friends or family, while self-catering accommodation is increasingly preferred as it allows greater control over spending. More than a third of travellers are also opting to drive rather than fly, reducing transport costs and allowing greater flexibility.

Spending priorities have shifted towards experiences rather than accommodation or luxury travel. Free and low-cost activities such as visiting beaches, exploring nature reserves, attending local markets, and enjoying outdoor attractions continue to be popular choices among domestic travellers.

While local travel remains strong, Cape Town is also being promoted on the international stage.

Earlier this month, the City of Cape Town launched the “This Is Cape Town” campaign, which is being rolled out across six continents and 55 cities. The initiative aims to attract international visitors, encourage investment, and support economic growth within the City’s tourism sector.

Mayoral committee member for economic growth, James Vos, said the campaign focuses on building a sustainable and well-managed destination that delivers benefits for residents as well as visitors.

“Tourism is about people, livelihoods, and real economic impact. Through strong destination readiness and meaningful work in communities, Cape Town’s value proposition continues to strengthen, positioning the city as one of the most desirable destinations in the world to visit," he said.

Cape Town Tourism chief marketing officer, Briony Brookes, said the trend towards value-driven travel is expected to continue beyond the festive season.

“South Africans have not stopped travelling; they are simply doing so differently. People are prioritising meaningful moments and value-for-money experiences over costly expenses, and Cape Town aligns perfectly with this.”

Cape Town Tourism said the City remains focused on working with the tourism industry to create affordable, year-round travel options for domestic visitors.