South Africa’s reputation as an adventure capital continues to grow, with the country ranking among the world’s leading adventure destinations for travellers from across Europe, the UK, the Americas, Brazil, Asia, Japan and the rest of Africa.
SA Tourism’s Brand Tracker – covering the full year 2023 – highlights adventure and wildlife as key differentiators in the country’s tourism attractiveness and appeal. The Brand Tracker Survey, an international brand assessment that determined appeal and demand creation in South Africa’s markets, found that adventure tourists made up 8.8% (722 900) of the country’s 8.2 million arrivals in 2023.
The UK, Germany, the US, Netherlands and France were the top five adventure tourist…