The Evolution of Travel in South Africa and the new era that’s emerging
If you work in hospitality or tourism, you’ll know: this industry doesn’t stand still. It evolves.
From dusty roads and handwritten guest books to seamless online bookings and AI-powered check-ins — travel in South Africa has transformed more than most people realise.
But it didn’t happen overnight…
🌄 From the wild beginnings to world-class experiences
Back in the late 1800s, the idea of “tourism” in South Africa was a luxury reserved for a few. People travelled for hunting, health, or holiday — mostly the privileged few who could afford to see the country’s natural beauty up close.
The proclamation of Kruger National Park in 1926 marked one of the first steps toward organised tourism. Those early rest camps and scenic drives were the seeds of what would become a global attraction.
Then came the apartheid years — decades that divided access to leisure and travel. While infrastructure developed, large parts of the population were excluded from participating in or benefiting from tourism.
It wasn’t until 1994, with South Africa’s first democratic elections, that the doors truly opened. Borders lifted. Curiosity grew. The world wanted to see the “Rainbow Nation.”
Tourism exploded.
By the mid-2010s, more than 10 million international travellers were visiting each year, and the sector became one of the country’s biggest employers. (Source: Condé Nast Traveler)
🌍 Then came the internet — and everything changed
The web, social media, and digital booking platforms flipped the industry upside down. Suddenly, storytelling moved from glossy brochures to Google searches, from TV ads to TikToks.
Travellers no longer watched brand stories; they created them — through photos, reviews, and hashtags.
Even through the chaos of COVID-19, South Africa’s hospitality sector proved its resilience. Domestic tourism kept the lights on. And in 2025, the industry welcomed nearly 5.85 million visitors in just the first half of the year — almost back to pre-pandemic levels. (BDO Tourism Trends 2025)
✈️ The next chapter: legacy meets innovation
As we move into 2026, one thing is clear: South African travel and hospitality are standing at a crossroads. Legacy brands are being reimagined. Smaller independents are scaling through smart systems, automation, and bold digital storytelling.
And this is where 2 Smart Girls steps in.
We work with hospitality and travel brands ready to redefine growth — through sharper strategy, better systems, and content that actually moves people.
We believe in blending the legacy of hospitality with the innovation of the digital age.
Because the next era of travel in South Africa isn’t just about arrivals — it’s about alignment, agility, and authentic brand stories that travel further than ever before.
👉 Let’s build it together. If you’re a hotel, restaurant, or travel brand looking to grow in this new chapter of South African tourism, connect with us at 2 Smart Girls — your Hospitality Growth Partners.
Book your discovery call here: rb.gy/hmc931
