South Africa welcomed almost one million international tourists in July, with 991,696 arrivals, 12% more than the same month in 2025.
The growth is also coming strongly from the rest of the continent. International arrivals from Africa increased by 14.3% in the first seven months of 2026, compared with a 5.7% increase in overseas arrivals. The figures suggest that South Africa’s neighbouring and regional markets are becoming an increasingly important part of the country’s tourism economy.
The trend is also being reflected in hotel bookings. At The Capital Hotels, Apartments and Resorts, Zambia recorded growth at eight of its 11 properties where it is tracked as a source market, while Kenya grew at six of 10. Botswana and Eswatini are also showing upward trends across the group’s portfolio.
“Regional business travel is expanding, and travellers from across the continent have become a genuinely important market for South African hospitality,” says Garnet Basson, COO of The Capital Hotels, Apartments and Resorts.
African visitors are staying longer
It is not only the number of visitors that matters. How long they stay is becoming part of the story too.
The Capital’s average length of stay across its portfolio remained relatively stable year-on-year at 2.43 nights. However, May recorded a notable increase, with average stays rising from 2.32 nights in 2025 to 2.57 nights this year, an increase of 10.8%.
The group attributes longer stays to several travel patterns, including extended business trips, adding leisure days to work travel and the growing popularity of “bleisure”, where business and leisure are combined in one trip.
For South Africa’s tourism industry, that can mean more spending beyond accommodation, as visitors have additional time to explore destinations, restaurants and attractions.
Different travellers, different booking habits
Hotel booking data also shows that there is no single pattern when it comes to tourism demand.
At The Capital, Zimbali has an average booking window of more than 32 nights, while some of the group’s business-focused properties see bookings made just five to seven days before arrival.
This difference highlights the need for tourism operators to understand the specific markets they are targeting, from leisure travellers planning ahead to business travellers booking closer to their trip.
Tourism remains a significant contributor to South Africa’s economy. The sector supported 954,000 direct jobs in 2024 and contributed 4.9% to GDP.
With African arrivals growing faster than overseas markets, the continent is increasingly becoming more than a source of neighbouring visitors. It is an important tourism market in its own right.
Scene Feed thought
Tourism Month often puts the spotlight on international visitors arriving from faraway destinations, but the latest numbers point to something closer to home.
More African travellers are choosing South Africa, and many are staying a little longer while they are here. For the local tourism industry, that is a market worth paying attention to.