South Africans are, by almost every measure, the most committed travellers in the world. That’s according to the data in Flight Centre’s recent global PR survey, which surveyed thousands of travellers in South Africa, Australia, New Zealand, the UK, the US, and Canada.
The survey revealed that South African travel intenders lead the field on nearly every metric that matters:
- Trust in travel agents sits at 97%.
- 83% say travel is essential to their mental health and wellbeing.
- 62% are actively pursuing luxury travel.
“South Africa is one of the world’s most economically pressured consumer markets, and yet it carries one of the deepest relationships with travel of any country we surveyed,” says Antoinette Turner, General Manager at Flight Centre South Africa. “It is also one of the most under-researched.”
Turner argues that travel is not a discretionary reward for South Africans. Rather, it’s considered a necessity and a form of identity, and in many cases a deliberate act of resistance against difficult circumstances.
Here’s what Flight Centre’s latest data reveals about how South Africans want to experience the world.
Travel planning with intention
South Africans are actually among the most open to AI tools for travel planning of any market surveyed, and yet 97% still see value in using a human travel agent. In this market, technology and expertise coexist rather than compete.
“The data reflects a traveller who thinks carefully about where they go and who wants to feel cared for when they go. This traveller plans accordingly and has no interest in compromising on the experience. The relationship with a travel agent is genuinely valued in a way that’s quite different from other markets,” comments Turner.
Resourceful by necessity
96% of South African survey respondents are looking to make travel more affordable, and they’re doing it methodically by booking well in advance, hunting for package deals, and choosing budget airlines when they have to. They’re also, at 77%, among the most likely to have combined, or be open to combining, business and leisure travel.
What explains it? Partly geography, according to Turner. “South Africa sits far from most of the world’s major travel corridors, which means getting anywhere takes planning, money, and commitment. There’s no casual weekend trip to Paris or Rome. When South Africans travel, they mean it,” she says.
The 2027 Rugby World Cup in Australia is already on the radar for many South African fans, and with Qantas operating direct flights from Johannesburg to Sydney (just over 12 hours) and both Qantas and SAA offering direct flights to Perth (just under 10 hours), the tournament has never been more accessible.
“South Africans are incredibly resourceful when it comes to making travel happen. Australia is still a long-haul, and traditionally expensive destination, but many South Africans are determined to get there anyway,” Turner adds.
Luxury, wellness, and slow travel
Although South Africans are the most likely of any market to travel during off-peak seasons (49%), they’re also amongst the most likely to prioritise luxury experiences, displaying an appetite for slow and restful travel (86%), food and gastronomy (83%), eco-tourism (76%), nature (67%), and spending time with partners and family (66%).
LATAM Airlines’ direct flight from South Africa to São Paulo, Brazil, launching in September 2026, matches this appetite well, bringing visa-free travel within easy reach without a stopover.
“We’ve always known that our customers here are deeply committed to travel. But seeing it quantified, and seeing how it compares globally, does make you look at this market differently,” Turner adds. “South African travellers think carefully about what they want, cherish what they choose, and deserve more credit than they get,” she concludes.
