Adventure tourism in South Africa is undergoing a significant shift, according to a recent survey conducted by SATSA. The survey, which gathered responses from over 4,200 travellers, revealed that a large portion of South African adventure travellers are seeking affordable yet unforgettable experiences.
One of the most striking findings of the survey is that more than 30% of adventure travellers in South Africa are spending under R500 per person per day. This challenges the traditional assumption that adventure tourism is a high-cost activity and highlights the value-driven nature of the domestic market.
The study, conducted in partnership with Wesgro through the 101 Adventures Western Cape Competition, is the most comprehensive analysis of South Africa’s domestic adventure tourism market to date. It sheds light on the preferences and priorities of local travellers, emphasizing the importance of memorable experiences over extravagant spending.
Hannelie du Toit, COO of SATSA, notes that the research has fundamentally changed our understanding of South Africa’s adventure travellers. The market values experience over expense, leading to clear implications for how operators should position and price their offerings.
Key findings from the survey reveal that adventure, relaxation, and family time are the top travel motivators for South African travellers. This multi-dimensional approach to travel decision-making suggests that operators should consider offering hybrid experiences that cater to multiple consumer needs simultaneously.
Self-catering accommodation emerged as the preferred lodging option amongst respondents, followed by bed-and-breakfasts and resorts. The most sought-after activities included boat cruises, hot air ballooning, hiking, zip-lining, and helicopter rides, demonstrating a desire for variety and scenic experiences.
Higher-budget travellers showed a preference for wildlife safaris, wine tours, and whale watching, while premium segments gravitated towards wellness, cultural, and once-in-a-lifetime experiences. Across all demographics and spending levels, value for money was identified as the paramount concern.
Industry stakeholders are advised to focus on affordability without sacrificing quality, develop flexible packages that cater to families and solo adventurers, and prioritize authentic local experiences that offer real value. This evidence-based insight is crucial for driving sustainable industry growth.
SATSA’s commitment to data-driven industry support and strategic market intelligence is evident in this survey. A complementary supply-side report, currently in development with adventure operators, will provide a comprehensive view of market dynamics from both consumer and operator perspectives.
As South Africa’s tourism industry navigates the post-pandemic landscape, understanding and capitalizing on evolving domestic travel patterns is essential. Adventure tourism, recognized globally as one of the fastest-growing segments within the travel industry, presents a significant opportunity for economic recovery and inclusive growth.
SATSA’s mission to strengthen adventure tourism’s strategic position within South Africa’s broader tourism offering aims to drive inclusive growth, regional distribution, and authentic local experiences. The role of industry associations in providing market intelligence for informed business decisions and strategic planning across the tourism value chain is crucial.
For more information, you can access the full report on South Africa’s adventure market trends shaping the future of domestic travel.
