Simon Nare
The United Kingdom overtook the United States as South Africa’s leading overseas source market in 2025, as international arrivals climbed to 10.48 million between January and December.
This is a 17.6% increase from 2024 and the highest total on record, according to data from South African Tourism (SAT).
The growth was driven in part by Europe, which SAT said was a critical growth engine, with arrivals from the region up 12.6% over the same period.
SAT said it recorded double-digit growth across key European markets, led by the UK (15.4%), Austria (15.6%), Germany (14.0%), Switzerland (13.2%), Sweden (12.5%), Belgium (10.9%) and Italy (10.2%), while Portugal was the only market in the region to post a slight decline.
“These results reflect not only sustained demand for South Africa as a long-haul destination, but also the impact of highly targeted, locally relevant initiatives implemented by our Europe hubs. Europe has been a key driver of South Africa’s recovery and record-setting growth in 2025,” said Ian Utermohlen, Regional General Manager: Europe at South African Tourism.
SAT said its UK and Ireland hub focused on high-impact initiatives, including the “Live South Africa” campaign, which it said engaged 4 million consumers, and a Gary Barlow television series which it said reached more than 6 million viewers.
The hub also backed trade partners through joint marketing and training programmes, and invested in key UK platforms, SAT said, alongside airline partnerships that included British Airways, Virgin Atlantic and Norse Atlantic Airways.
SAT said the Central Europe hub delivered strong growth across its core markets, with Austria leading at 15.6%, followed by Germany (14.0%) and Switzerland (13.2%).
Germany remained the region’s second-largest source market for South Africa.
Engagement with tour operators and travel agents remained a key focus, said SAT.
“Strategic collaborations and targeted campaigns have ensured South Africa remains firmly positioned within Central European travel portfolios.”
The European gains come as SAT has faced governance turmoil and scrutiny.
The government has authorised a Special Investigating Unit probe into alleged maladministration and improper conduct at South African Tourism, with a focus that includes procurement and spending related to media buying.
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