As 2026 draws closer, South Africa’s travel landscape is undergoing a dramatic transformation. Rather than simply being a break from the daily routine, holidays are now becoming deeply personalised, high-tech, and luxurious experiences. South African travellers are increasingly relying on artificial intelligence tools to shape their journeys, and are gravitating toward premium stays and travel aligned with their personal passions. These shifts reflect global trends while also charting a unique course for the local tourism market.
More Trips On the Horizon
Research reveals that nearly seven out of ten South African travellers plan to take as many or more holidays in 2026 compared to 2025, and almost half say they intend to travel more frequently. Younger generations lead this trend: two-thirds of Gen Z plan to travel more in the year ahead. Domestic destinations remain strong, but international travel is also rising, with top interests in places like England, Mauritius and the United States. This response marks a significant stride for the South African travel industry, signalling a resurgence of demand and a more adventurous mindset.
Artificial Intelligence Reshaping Trip Planning
One of the most notable changes is the rapid uptake of artificial intelligence in vacation planning. Nearly half of South African travellers say they have already used AI tools to help organise their holiday; more than half are comfortable booking accommodations through AI-powered platforms. Among Gen Z the comfort level is particularly high. AI is no longer a niche tool—it has become embedded in how people choose destinations, hotels and experiences. For the tourism industry, this means that travel agents, airlines and hotels need to adopt smarter, more personalised tech experiences or risk falling behind.
Lux-Scaping: The Rise of Short-Stay Luxury
A striking trend emerging in the local market is “lux-scaping” — the idea of booking a short luxury stay, such as a spa hotel or five-star resort, at the beginning or end of a trip rather than committing to a full week of high-end accommodation. In South Africa, nearly two-thirds of travellers have already done this, and the percentage is higher still among younger generations. The motivations are clear: nearly half say a luxury stay helps them relax and switch into holiday mode, while many cite treating themselves or securing a unique experience as reasons. Hotels, resorts and travel companies are responding by crafting shorter luxury offers and hybrid value-luxury packages to cater to this growing demand.
Passion-Pursuit Holidays: Travel Aligned to Interests
Beyond where travellers go, how they travel is changing too. More South Africans are embracing what could be called “passion-pursuit” travel — holidays centred on personal interests such as attending cultural festivals, engaging in adventure sports, or exploring wildlife. Nearly three quarters say they have taken such experience-driven trips, with Gen Z and Millennials leading the way. These holidays are less about lounging by the pool and more about creating meaningful memories tied to individual passions. This shift is prompting destination marketers and tour operators to develop themed travel packages, special-interest excursions and immersive local experiences.
Families, Smart Spending and Sustainability
Despite these luxury and technology trends, family travel remains a cornerstone for South Africans: around 44 % prefer to travel with children or extended family, emphasising that shared experiences are still central. At the same time, travellers are increasingly value-conscious: over half say special deals influence their booking decisions, and loyalty programmes are gaining traction. Importantly, sustainability is rising up the agenda—as many as three quarters of South Africans now take into account the environmental impact of their holidays, and a significant majority check accommodation sustainability credentials before booking.
What This Means for Travel Business
For travel-industry players in South Africa and beyond, the implications are clear:
- Technology adoption is mandatory — Travel brands must incorporate AI-based tools and platforms to cater to consumers expecting personalised, seamless planning.
- Luxury doesn’t mean long stays only — “Lux-scaping” implies that short-term high-end stays matter, so product offerings need to reflect that.
- Experiences matter more than destinations alone — Curated, passion-based trips and thematic travel will increasingly drive bookings.
- Value and conscience both matter — Even luxury-seeking travellers are looking for smart spending and sustainability, so responsible tourism cannot be ignored.
Looking Ahead to 2026
As South Africa moves into 2026, the convergence of AI-driven planning, luxury short-stay behaviour and personalised passion-pursuit travel is set to redefine the holiday paradigm. Destinations that can deliver high-tech booking experiences, flexible luxury stays and meaningful, interest-based itineraries will stand out. Travel companies, hotels and tour operators that adapt to these shifts will be well placed to thrive.
In short, the holiday experience for South Africans is no longer about simple escape—it’s about immersion, personalization, indulgence and purpose. With evolving traveller expectations and fast-moving trends, the next generation of travel in South Africa promises to be smarter, richer and far more aligned to what each individual traveller truly wants.
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