Now in its second year, Visit Stellenbosch’s annual Tourism Economic Impact Study provides an evidence-based measure of tourism’s contribution to the local economy. The latest findings show that more than 1.35 million overnight visitors generated R13 billion for Stellenbosch in 2025 while supporting 48,007 direct, indirect and induced jobs across the municipality.

Every day, tourism contributes an estimated R35 million to Stellenbosch’s economy. Behind every visitor is a local story: jobs created, businesses supported, entrepreneurs empowered, and communities strengthened through a thriving visitor economy. These are the lives behind the numbers.

The latest Tourism Economic Impact Study, commissioned by Visit Stellenbosch and independently compiled by Futureneer Advisors, confirms that tourism remains one of Stellenbosch’s most important economic drivers and demonstrates how a shared destination strategy is delivering measurable value for residents, businesses and visitors alike.

The research shows that international overnight arrivals increased by 12% to 641,405 visitors, while domestic overnight tourism grew by an impressive 21% to 711,330 visitors. Together, these figures reinforce Stellenbosch’s position as one of South Africa’s leading tourism destinations and demonstrate the growing strength of a balanced, year-round visitor economy.

While direct tourism value added remained stable at R6.3 billion, the sector continued to generate significant economic value despite global economic uncertainty and increasingly cautious consumer spending. The results point to a destination that has moved beyond post-pandemic recovery and into a new phase of resilient, sustainable growth.

A destination strategy delivering measurable results

Tourism success does not happen by chance. It is the result of long-term planning, strategic investment and collaboration between Stellenbosch Municipality, Visit Stellenbosch, the tourism industry, local businesses and communities working towards a shared vision for the destination.

That strategy focuses on growing year-round demand, encouraging longer stays, expanding the geographic spread of visitors across the destination, supporting tourism businesses, promoting inclusive tourism experiences and ensuring that tourism growth benefits local communities.

As one of Stellenbosch Municipality’s two official Destination Management Organisations (DMOs), Visit Stellenbosch goes beyond destination marketing. The organisation grows demand, promotes year-round visitation, supports tourism businesses, builds strategic partnerships, invests in research and market intelligence, measures tourism’s economic contribution and brings stakeholders together to deliver long-term value for Stellenbosch.

The annual Tourism Economic Impact Study is a key part of this work. By measuring tourism’s direct, indirect and induced contribution to the economy, it informs decision-making, demonstrates return on investment, tracks tourism performance and supports long-term destination stewardship.

Tourism that benefits everyone

Annemie Liebenberg, CEO of Visit Stellenbosch, said the findings demonstrate far more than visitor growth:

“Tourism is one of Stellenbosch’s greatest opportunities to create lasting economic value. Every visitor supports local businesses, creates employment and contributes to stronger communities. That is why destination management matters. Our role is not simply to attract visitors, but to ensure tourism grows sustainably, benefits residents and leaves Stellenbosch stronger for future generations.

“These results show what is possible when research, partnership and long-term thinking come together behind a shared vision.”

A partnership driving destination success

Stellenbosch Mayor, Jeremy Fasser, welcomed the findings and acknowledged the collective effort that continues to position Stellenbosch as one of South Africa’s premier visitor destinations.

“These results demonstrate what can be achieved when Stellenbosch Municipality, Visit Stellenbosch, our tourism industry and local communities work together with a shared vision.

“The Municipality is proud to invest in and partner with Visit Stellenbosch to grow a visitor economy that creates employment, supports local businesses, attracts investment and enhances quality of life for our residents. Together, we are building a destination whose success benefits everyone.”

Setting the benchmark for destination management

The study reinforces Stellenbosch’s strategic importance within the Western Cape tourism economy, attracting approximately 40% of all international visitors to the province.

As destinations across South Africa compete for visitors and investment, Stellenbosch continues to demonstrate the value of collaboration, strategic planning and evidence-led destination management. By combining research, partnership and innovation, the destination is creating a resilient visitor economy that delivers benefits for residents, businesses and visitors alike.

2025 Highlights at a glance:

• R13 billion generated for the local economy

• 48,007 direct, indirect and induced jobs supported

• 1.35 million overnight visitors

• 641,405 international overnight visitors (12% growth)

• 711,330 domestic overnight visitors (21% growth)

• R35 million contributed to the economy every day

• Approximately 40% of the Western Cape’s international visitors choose Stellenbosch

Why we measure the value of tourism

The Value of Tourism is Visit Stellenbosch’s annual economic impact study and forms part of the organisation’s commitment to evidence-based destination management. Independently compiled by Futureneer Advisors using data from Statistics South Africa and South African Tourism, the study measures tourism’s direct, indirect and induced contribution to Stellenbosch’s economy, employment and visitor volumes.

By tracking tourism’s performance year after year, the study provides the insights needed to inform decision-making, guide destination development and demonstrate the value of investing in tourism.

The findings provide a roadmap for the future. Visit Stellenbosch will continue investing in destination marketing, destination development, research, industry support and collaborative partnerships that strengthen the visitor economy while protecting the unique character, cultural heritage and natural environment that make Stellenbosch one of the world’s most desirable destinations.

Great destinations do not happen by chance. They are built through partnership, guided by evidence and inspired by a shared vision.

-ENDS-

For media enquiries, additional information, or to arrange an interview with Annemie Liebenberg, please contact visitstellenbosch@bigambitions.co.za. 

About Visit Stellenbosch

Visit Stellenbosch is the official destination marketing organisation for Stellenbosch, dedicated to growing sustainable tourism, supporting the local visitor economy and showcasing the region as one of South Africa’s premier wine, food, culture and outdoor destinations.

Carmen Hidalgo, Customer Success Team Leader at Corporate Traveller South Africa, says the framing is where most people go wrong.

“The biggest misconception is that lounge access is a luxury perk,” she says. “For frequent business travellers, it’s a practical tool, one that cuts travel fatigue, improves comfort during delays and helps you make better, more productive use of time spent in airports.”

Once you see the lounge as a high-functioning co-working space, and a chance to rest and breathe, things start to look a little different.

When it makes financial sense

For business travellers, the most common options are lounge memberships such as Priority Pass, airline loyalty programmes, purchasing day passes as needed, or accessing lounges through corporate travel agreements and company credit cards. For occasional travellers, day passes are often the most cost-effective. For more frequent travellers, membership programmes generally provide better value over time.

Hidalgo believes that if a traveller is flying every month or making 10-15+ lounge visits a year, a membership or bundled access option starts making more financial sense than buying day passes ad hoc.

Of course, it also helps to know what the passes cost. Walk-in rates at the general-access lounges, Bidvest among them, run from about R300 to R700 a visit, while premium co-branded bank lounges (like SLOW) do not allow general walk-ins and instead require specific bank card tiers or partner programmes.

The door price is only part of the calculation, though. What you’re really paying for is the quiet productivity of a well-considered space.

“The biggest value is in reliable connectivity, comfortable seating, charging facilities, a quieter working environment and complimentary refreshments. These are the features that help business travellers stay productive,” says Hidalgo. “The high-end touches like spa treatments or shower facilities are nice to have, but they’re rarely the reason an SME traveller sees a return on investment.”

That return is easiest to see when things go wrong: your flight is pushed back, your phone needs a charge and the terminal is heaving. You can brave a noisy coffee shop, or move to the lounge, plug in and clear your inbox before you fly. Six or seven trips a year can easily add up to the better part of three working days in airports, and lounge access gives you some of that time back.

A lounge reality check, and how to maximise your time

While lounges were once a quiet refuge for the select few, premium credit cards have thrown open the doors. Now lounges across the world are coming under fire for snaking queues and crowded floors, especially over peak periods. To control numbers, operators have pushed back with restrictions: entry windows that open only a few hours before departure, higher walk-in rates, caps on guests per cardholder and, in some cases, a charge to pre-book a seat. All of it chips at the overall experience, and it’s fair to ask whether a busy lounge is now simply a glorified waiting room.

Hidalgo doesn’t dodge the point. “Overcrowding has reduced some of the productivity benefits travellers used to expect,” she says. “So, we tell clients to treat lounge access as one part of the trip, not the whole experience. And you do need to be intentional about it.”

As Hidalgo explains, customers commonly allow lounge access for frequent travellers, longer layovers, delays, or trips where employees are travelling directly into meetings. The objective should be helping travellers make the best use of their time while maintaining sensible cost control.

“A managed travel programme gives businesses greater visibility and control over traveller benefits, including lounge access,” she says. “Depending on the programme, access may be linked to negotiated supplier agreements, traveller status, or internal travel policy guidelines. The best travel policies treat lounge access as a structured and managed benefit rather than an ad hoc traveller expense.”

When it comes to maximising your lounge experience, a few simple steps make a big difference:

• Check in before you arrive. Use the airline app and travel with hand luggage where you can, so you clear the landside queues and head straight through security to the lounge.
• Mind the fine print. Some lounges, SLOW among them, only let you in 90 minutes before boarding a domestic flight, while international departure lounges have different windows (for example, three hours before boarding).
• Don’t overlook arrival lounges. At the bigger hubs you can shower and press a suit after a red-eye before walking into a client meeting.
• Use the Wi-Fi for the heavy lifting. The private network will carry a video call or a large upload that terminal signal tends to drop.
• Find the quiet corners. Phone booths and work suites, where they exist, are for the calls and pitch prep you’d rather not have overheard.
• Eat before you board. A proper meal in the lounge frees the flight itself for sleep or focused offline work.
• Claim a plug early. Grab a seat near a charging point and get everything topped up before you leave, so you land ready to go.
• Check what else is included. Many lounges offer showers, printing or a fast-track security lane, so it’s worth knowing what your access covers before you pay for it elsewhere.

So, is it worth it?

For all the grumbling about crowds and cost, most travellers still answer yes. Airport Dimensions’ Airport Experience 2025 study, which surveyed more than 10,000 regular flyers worldwide, found that 97% were unwilling to give up their lounge access, and 45% would switch banks to keep card-linked lounge privileges. With terminals busier than ever, 62% said they would pay for premium services to get some breathing room, treating the lounge as a travel essential.

The top end of the market is reading the same signal and spending accordingly. Etihad’s First Class Lounge and Spa in Abu Dhabi has a gym with cardio machines and weights; Finnair’s Platinum Wing in Helsinki runs a traditional Finnish sauna; and from September 2027, San Francisco International will offer private bedrooms, showers and a speakeasy for travellers waiting out a long layover.

For most business travellers, though, the appeal is more grounded. “They can be impressive,” says Hidalgo of the flashier offerings, “although most business travellers still place the highest value on quiet spaces, comfort and the ability to work efficiently.”

Search “hotel safety tips” and women across the web have plenty to share: packing a rubber doorstop to wedge under the door at night; choosing a room between the third and sixth floors; selecting hotels with lifts that need key card access to reach the guest floors; asking reception to hand over the key quietly, without calling out the room number for everyone to hear.

It’s an unfortunate reality. Either consciously or subconsciously, women move through life on high alert, aware of their surroundings and safety – especially when travelling on their own or in unfamiliar destinations.

As Judy Jacobs, Senior Account Manager at FCM South Africa, explains, safety on a business trip, especially for women, isn’t a nice-to-have that sits somewhere below room rate and location; it’s at the very top of the list, and an important part of any hotel programme.

“Both hotel location and room location come up often,” says Jacobs. “The preference is for a mid-level floor, near a lift but not right beside it, and avoiding a stairwell or the end of a long corridor. Once inside the room, the requests are practical: a safe large enough for a laptop, blackout curtains that close fully, and no interleading door, which many women find unsettling.”

What women want

According to the team at FCM, these hotel features are important:

• Reputable chains in safe locations
• Well-lit paths from the car park to the entrance, with no dark stretches within the property
• A genuine 24-hour staffed front desk rather than a night porter (where possible)
• Female staff on duty
• Key card room access
• A room between the 3^rd and 6^th floors (high enough to prevent break-ins from the ground – but within reach of a standard fire truck in case of emergency)
• A working peephole and a secondary lock, swing bar or security chain on the door
• An in-room safe big enough to hold a laptop
• Blackout curtains or blinds that close completely
• No interleading door, or one that locks securely from both sides

Building it into travel policy

Of course, a hotel should meet other standards too, including emergency procedures clearly displayed in rooms, working smoke detectors and fire safety equipment, CCTV in public areas and entrances, and security guards on the premises. The trick is building it into your travel policy.

“Many of our customers, for example, those in the mining sector, have stringent travel, safety, and duty-of-care standards. These non-negotiable requirements directly influence which hotel and accommodation suppliers are considered suitable for their travellers,” says Saskia Fourie, Account Manager at FCM South Africa. “Wherever possible, we also encourage the use of our preferred hotel partners. While these partnerships offer commercial benefits, the bigger advantage is that the properties have already undergone a degree of vetting and due diligence. We have established relationships with these suppliers, understand their standards, and have clear escalation channels should issues arise. This level of familiarity and accountability enables us to better support our customers, ensure compliance with their travel and safety policies, and provide travellers with a safe and consistent experience.”

Regional knowledge is also important. For example, key card-only lift and floor access is standard in large city hotels but not always feasible elsewhere. The same goes for monitored rather than merely recorded CCTV. A good travel management company will know which standards a hotel in a given location can realistically deliver – and how to spot the red flags.

For Jacobs, these might be dismissive responses to security questions, “that’s never happened here” deflection, inconsistent messaging from staff, or common areas that feel poorly lit, unmaintained or deserted at night.

“Thankfully, there are plenty of green flags too. For example, visible but not intrusive security; staff who share direct ‘in-case-of-emergency’ telephone numbers; staff who are quick to respond to a guest’s requests or concerns; and other business travellers staying in the hotel, which demonstrates corporate confidence,” says Jacobs.

Asking the right questions

When negotiating a hotel agreement, you need to ask the right questions: What is the hotel’s protocol if a guest reports feeling unsafe or harassed, and how quickly does it respond? How does the property keep the guest’s information secure (including floor and room number)? What background checks are run on staff, particularly night and maintenance teams who can access rooms? And can room assignments avoid predictable patterns, such as always placing solo travellers in the same wing?

The strongest programmes then go a step further and put agreements in writing. These might include the right to change rooms at no charge if a traveller feels unsafe, and a set window in which any incident is reported to the company or its TMC. As Jacobs puts it, “It’s easy to assume a hotel or chain’s standards cover this, but having it contractually documented gives us recourse and shows the hotel we’re serious.”

Finally, listen to your travellers.

As Nomapelo Kova, Senior Account Manager at FCM South Africa, points out, the people using your hotel programme are the ones best placed to tell you whether it is working. “The most valuable feedback often comes directly from travellers themselves,” she says. “They experience a hotel’s safety and security first-hand, so listening to them, and acting on what they say, is how a hotel programme stays up to date, reliable and safe.”

Importantly, getting delegates there is no longer the logistical question it once was. Proflight Zambia, the country’s largest airline, operates scheduled services connecting Johannesburg and Cape Town directly to both Lusaka and Livingstone, and has opened various new regional routes in the past few years, including to Maun and Windhoek, removing one of the historic objections to Zambia as a conference destination before the conversation even begins.

But to understand why Zambia’s MICE (Meetings Incentives Conferences Events) moment is happening now, you need to understand what’s happening across the continent…

The market making this possible

Africa’s MICE sector is in the middle of a growth cycle that is outpacing every other region globally. Valued at $16.6 billion in 2023, the market is projected to reach $65.6 billion by 2032, a compound annual growth rate (CAGR) of approximately 17%, according to Business Traveller. Furthermore, business tourism demand across the continent is up roughly 40%, and more than 48% of multinational companies operating in the region have increased their event-related spending.

The incentive travel segment is growing the fastest of all, at 17.2% CAGR, and this is where Zambia’s geography becomes a notable competitive asset. Rather than looking for another hotel ballroom, incentive buyers are looking for transformative experiences that a top-performing sales team will still be talking about two years later. Victoria Falls, the Zambezi River, South Luangwa National Park, Lower Zambezi National Park – these are not consolation prizes for delegates who couldn’t get a room in Cape Town. They are, increasingly, the point.

But a booming market does not distribute itself evenly, and the race to capture Africa’s MICE windfall is already well underway.

The competitive landscape is shifting

For years, Africa’s MICE map has been drawn around a small number of established centres. South Africa leads the continent with 115 international association meetings recorded in ICCA’s Globewatch 2025 data, with Cape Town, Marrakech, and Kigali the only African cities to regularly feature in the global top 100 MICE destinations.

But the race for the next tier of African MICE destinations is wide open. Nairobi, Addis Ababa, Accra, and Lusaka are all being actively positioned. South Africa’s National Convention Bureau is pushing planners beyond Cape Town; Johannesburg, Durban, Stellenbosch, and Tshwane are all building their pipelines.

The distribution of Africa’s MICE boom is not yet settled. Destinations that move now, with the right infrastructure and the right connectivity, will capture disproportionate share. Those that wait will find the ground already taken.

Zambia has read the room, and it is building accordingly.

Zambia is building

The Livingstone/Victoria Falls corridor is being actively repositioned as a year-round business events destination – a deliberate diversification away from seasonal safari dependency that reflects both commercial pragmatism and growing international demand. The Zambia Tourism Expo, ZATEX 2026, ran in June at the Mulungushi International Conference Centre in Lusaka, drawing international buyers and trade partners to assess the country’s offer firsthand.

Behind the scenes, the professionalisation of Zambia’s hospitality sector is accelerating. The recent launch of a Hotel Managers Registration Council demonstrates that the country is aligning its standards with what international MICE organisers require before they will commit a conference bid.

The strategic opportunity now is to convert Zambia’s leisure familiarity into conference and incentive bookings. The destination sell is largely done. What has historically been missing is the infrastructure confidence – the certainty that delegates can get there reliably. 

Connectivity is the unlock

MICE destinations are made or broken by airlift. A destination can have world-class venues, compelling experiences, and competitive pricing, and still lose conference bids because planners can’t guarantee their delegates a reliable route in and out.

“Regional carriers like Proflight Zambia now operate scheduled services connecting Johannesburg and Cape Town directly to both Lusaka and Livingstone, with routes to Windhoek and Maun further extending Zambia’s regional connectivity. For a South African corporate travel manager who last assessed Zambia’s accessibility several years ago, the current network would look significantly different to the one they remember,” says Captain Josias Walubita, Proflight Zambia’s Director of Flight Operations.

“Air access is one of the most powerful enablers of tourism and business events growth,” he added – a position that aligns with the broader direction of Zambia’s Airlift Zambia Initiative, a strategic programme aimed at strengthening connectivity and attracting new international carriers to the country.

The initiative’s ambitions received significant external validation in June, with the announcement that Zambia will host AviaDev Africa 2027 – the continent’s leading air service development conference – with Zambia Airports Corporation confirmed as official host partner. Previous editions have been held in Windhoek, Zanzibar, and Botswana. Zambia’s selection reflects a growing consensus among airlines and aviation decision-makers that the country’s connectivity story is one worth investing in.

The window is now

Africa’s MICE boom will not wait. The destinations capturing share in 2026 and 2027 are the ones that will define the continent’s business events landscape for the decade that follows.

“Zambia has the venues, the experiences, the government backing, and, increasingly, the air access to compete seriously for that share,” concludes Walubita.

The question for South African corporates and conference planners is simple: how much longer will you keep booking the same rooms in the same cities, when one of Africa’s most extraordinary destinations is now reliably within reach?

Zambia is ready, and the flights are there. The only thing missing is your delegates.

It’s evidence of an invisible itinerary: the planning, coordination and caregiving responsibilities that happen behind the scenes, before a single flight is booked. Think school runs and lift clubs, dog walks and vet visits, stocked fridges and pre-cooked meals, medication schedules for elderly parents or kids, emergency contacts briefed well in advance, and detailed instructions so everything runs like a military operation.

Gen X and older Millennials, in particular, feel the strain. The modern “sandwich generation” find themselves juggling dual caregiving responsibilities that directly impact professional obligations, including work travel.

The encouraging part of the research is what follows – clear evidence that the right organisational support and policies ease the load and support traveller health and wellbeing.

“The first fix is making sure every trip has a clear purpose, for the business and for the traveller,” says Elize De Jager, Operations Team Leader at Corporate Traveller South Africa, a global travel management company (TMC) that specialises in providing tailored business travel services to small-to-medium enterprises (SMEs). 

“It’s a principle that matters for any company watching its travel spend, particularly SMEs, but it carries extra weight for the person weighing up whether a trip is worth the disruption at home. Few will say that part out loud, though. Admitting to the caregiving and coordination happening behind the scenes takes a genuinely safe workplace, and not everyone has one. In the wrong environment, the cost of staying quiet can be steep: with women turning down worthwhile trips – for their personal development, career and for the business itself – simply because of what’s happening at home. That’s not ideal.”

Better policies and systems

De Jager’s view is a practical one: the fix isn’t asking people to share more about what they’re carrying. Visibility only helps, she says, if a workplace receives it well – and in the wrong culture, disclosing too much too soon can do more harm than good. Instead, it’s about fixing outdated policies.

“Some workplaces can feel as if they’re structured around an imaginary worker who has no caregiving responsibilities and unlimited availability,” she says. “That person is increasingly rare – and was probably never the norm.”

Douglas’s research with the University of Pretoria touches on how important organisational support is when it comes to traveller wellness and wellbeing. Put simply, higher levels of organisational support lead to higher levels of employee engagement. This could mean offering employees an opportunity to recover after a trip; providing the necessary training and coaching ahead of key trips (including cultural awareness guidance, which can help travellers navigate unfamiliar environments with greater confidence and reduce unnecessary risk); allowing more comfortable travel (including premium economy or business class for long-haul flights); and ensuring that all the travel arrangements run smoothly. And of course, this shouldn’t just be understood – it should be written into policy.

De Jager says this might include:

• Giving travellers a say in flight timing, particularly for early departures or late arrivals.
• Giving travellers a choice in ground transport, i.e. a pre-booked shuttle or transfer instead of defaulting to the cheapest option, especially after dark.
• Choosing accommodation with safety in mind, including 24-hour reception, security and security cameras, key-card access to lifts, safe locations and positive reviews.
• Building in recovery time after long trips, rather than an immediate return to a full schedule.
• Canvassing cross-departmental input into policy design, so travel policy reflects real working lives.
• Flexibility to extend a trip so the family can join, where workable. Excursions, outings and leisure activities all play a role in employee morale and satisfaction.

For De Jager, none of these are radical. They’re achievable, and TMCs can help draft the policies, vet accommodation and transport suppliers, and negotiate corporate rates to help make it happen.

Closing the gaps

“A policy that books the cheapest available flight without factoring in who’s collecting children from school or covering an elderly parent’s evening care, isn’t neutral; it simply shifts a cost from the balance sheet onto the traveller’s household,” says Christelle Louw, Operations Team Leader at Corporate Traveller and mother of three.

“Companies must recognise that women bear a disproportionate share of caregiving,” says Louw. “But many men are caregivers too. If HR policies are routinely built around flexibility, and reflect the realities of the world today, it becomes a choice for everyone – not a special favour for a woman in a man’s world.”

This Women’s Day, the business case is simple: sustainable corporate travel is fair, flexible and designed for real life and real people.

Behind that confidence is a sustained programme of industrial development, backed by public infrastructure investment, special economic zone incentives and private capital. The Richards Bay Industrial Development Zone has R252 billion in pipeline investment across 23 investors, according to the Department of Trade, Industry and Competition. Among the flagship developments is Nyanza Light Metals’ R15 billion titanium dioxide pigment plant. Construction is already under way and is expected to create around 3,000 jobs before employing up to 850 people permanently. Richards Bay is also positioning itself as an energy hub, with a liquefied natural gas import terminal, new power stations and supporting infrastructure representing almost R100 billion in additional investment.

Projects on this scale bring a steady stream of engineers, contractors, consultants, financiers and government officials into the city, some for a few days, others returning repeatedly as work progresses. According to André de Klerk, General Manager of BON Hotel Waterfront Richards Bay, this is translating into increasingly consistent business travel demand.

“We don’t have a high and low season like a typical leisure destination,” he says. “Our business follows industrial activity. Occupancy rises when a plant shuts down for maintenance, a delegation is in town, or a major project reaches a milestone. When that activity slows, so do we. Right now, we’re in one of our busier periods and we have been for some time.”

That level of demand has taken years to rebuild. Richards Bay’s hospitality sector was hit hard by the COVID-19 pandemic, and just as recovery began, the July 2021 unrest in KwaZulu-Natal dealt another blow. De Klerk says the hotel had to rebuild its room rates from a much lower base, with several years spent simply recovering lost ground before new investment started driving demand rather than just restoring it.

“There have already been weeks where you couldn’t find a room in this town because two or three projects needed people here at the same time,” he says. “That didn’t used to happen.”

De Klerk emphasised the hotel’s booking window reflects the same industrial rhythm. During busy periods, guests typically book around a week in advance. At quieter times, bookings are made just four days before arrival, tied to project schedules or maintenance shutdowns.

The mix of guests checking in is changing alongside the volume. “The executive flying up from Johannesburg for a two-day meeting is only part of the picture now,” De Klerk says. “We’re welcoming metallurgical engineers overseeing technology transfer, project finance teams from Johannesburg and Nairobi, government delegations, environmental consultants, construction managers and representatives from development finance institutions. Some are here for a few days. Others stay for the duration of a project, with contracts that can run for several months.”

The hotel’s guests arrive from Europe, Africa, Asia and North America, largely to support engineering, mining, logistics and infrastructure projects, while domestic business travellers provide a reliable year-round base. De Klerk says repeat business is the clearest sign of that consistency, with companies returning on standing accounts for maintenance work, site visits and ongoing projects.

BON Hotels Group CEO Guy Stehlik says Richards Bay stands out against the other secondary cities where the company operates, across South Africa and West Africa. “Corporate demand is rarely the issue in these secondary cities. The infrastructure around it usually is,” he says. “Failing infrastructure is the constraint we run into most often outside the metros. Richards Bay is the exception. Given the scale of investment going into the IDZ, it’s no surprise it works as well as it does. If anything, it’s the market the rest of these cities could  be measured against.”

BON Hotel Waterfront Richards Bay has refurbished its guest rooms, public areas, restaurant and conferencing facilities to keep pace with demand. Its largest venue seats around 120 delegates, with most bookings coming from technical workshops, project briefings and training sessions.

Much of the investment pipeline has yet to move from planning into delivery. Stehlik believes the opportunities will extend well beyond the industrial sector. “Richards Bay has always had the industrial base. What’s changing is the consistency of business travel around it. As more investment moves from planning into delivery, we’ll see more people travelling to the city, staying longer and returning more often. That creates the kind of demand that gives airlines, hotels and the wider visitor economy the confidence to invest.”

As Mummy Mafojane, GM of FCM South Africa explains, when it comes to domestic hotel rooms, South Africans are accustomed to a certain size and standard. In contrast, European city hotels are notoriously compact, often squeezed into historic buildings with decidedly small rooms and limited amenities. And in secondary, satellite cities in developing regions, water, power and connectivity can be hit and miss.

For the travel manager approving the trip, the rating suggests a known quantity: a decent bed, working Wi-Fi, breakfast and a front desk that answers. For the traveller who checks in, the reality behind those stars depends entirely on who awarded them, and in some markets the answer is nobody at all.

“Our latest FCM Insights Report shows that businesses are becoming more cost-conscious and more deliberate about where their accommodation spend goes, with more corporate volume moving into the 3- and 4-star tier,” says Mafojane. “Across Africa, corporate demand is holding firm, and our top African destinations are Mozambique, Zambia, Ghana, Botswana and Zimbabwe, all corridors where South African business is growing. The only catch is that a 4-star rating can mean something different in each of them, and that’s where a managed hotel programme earns its keep.”

Who stands behind the stars? Hotel classification in FCM’s top destinations

“When a company tells us a traveller had a bad stay somewhere on the continent, the booking almost always said four-star. Nobody lied about the rating. There was just no authority behind it,” says Mafojane.

How the international list stacks up

FCM’s top international destinations for South African corporates are Germany, the United Kingdom, the United States, the United Arab Emirates and China (2026 FCM booking data), and even in these mature markets the stars don’t necessarily align, as the table shows.

Which brings us to what the rating actually buys. In South Africa, a 4-star property typically comes with extra space, room service, TV, secure parking and a proper breakfast. By 5-star, you’re looking at round-the-clock staffing, valet parking, 24-hour room service, luggage assistance, a business centre, and exceptional on-site facilities like fine dining and a spa.

A room in a 4-star hotel in central Paris or London is much smaller, and the traveller is paying considerably more for it. Corporate travellers paid an average of US$349 a night in London and US$531 in New York in the last quarter of 2025, against US$233 in Cape Town and US$196 in Johannesburg (FCM Consulting Insights Report 2026). A Johannesburg traveller landing in New York pays more than double the rate for a fraction of the space; the rating stays the same while the experience shifts.

What to look for beyond the star

In markets without enforced grading, the questions that actually predict a good stay have little to do with thread counts. Does the property have genuine backup power and water, meaning generator and borehole capacity that covers guest rooms rather than only the lobby? Are transfers and parking secure? Is the Wi-Fi reliable enough to run a video call, since connectivity in a business hotel is a working tool rather than an amenity? Will the card machine work, and can the rate be billed back rather than settled in cash? What are the real cancellation terms? And does the property appear in your travel management company’s duty of care picture at all?

“A star rating tells us what a hotel thinks about itself,” says Mafojane. “We look at backup infrastructure, secure transfers, payment, cancellation terms and whether we can reach a decision-maker at the property directly. Those are the things that decide whether a trip works.”

Hotel development in Africa has long followed colonial and linguistic lines, with French brands clustering in West Africa and Portuguese investment shaping Angola and Mozambique. Yet Mafojane says many of the most consistent properties on the continent are local chains.

“They build for the realities of their own markets, so a generator, a borehole and a driver who actually arrives are standard rather than selling points. In several of our top destinations they are simply the best-performing option, and traveller feedback confirms it trip after trip.”

The conclusion for travel managers is clear. Where the star rating cannot carry the weight placed on it, the managed programme does that work instead: verified properties, negotiated rates with consistent inclusions, traveller feedback that flags a slipping property early, and duty of care visibility across every booking. FCM now goes a step further, advising buyers to write travel policy around hotel brand types rather than star ratings, because brands describe the actual product more reliably (FCM Consulting Insights Report 2026).

“Companies that spend time interrogating and building their hotel programme will sleep better – and pay less – than those defaulting to star ratings in their travel policy,” says Mafojane.

*** ends ***

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

What then are the barriers to adoption? Some are practical. AI tools come with costs that need to be justified, and it takes a dedicated team to keep pace with how quickly the technology is advancing. Training matters too: an AI assistant is only useful if travellers and bookers actually use it, and adoption inside a business takes deliberate effort.

But speak to the people who sign off on these decisions and a deeper hesitation emerges, one that has less to do with time, budgets and expertise and more to do with confidence: how safe is our data, and what stops the AI from making things up? Anyone who has interacted with generative AI (like ChatGPT, Gemini or Claude) has likely watched it invent a fact, a statistic or a source with complete confidence, and a healthy wariness now follows the technology into the workplace.

Generative AI is non-deterministic by nature: ask the same question a hundred times and you can get a hundred variations of the answer. In personal, consumer settings, that’s a quirk. In corporate travel, where policy compliance, expense eligibility and duty of care are on the line, it’s a serious problem. A confident but wrong answer about visa requirements or an out-of-policy hotel recommendation creates work and risk rather than removing it.

“The hesitation we hear from South African companies is almost never about whether AI is quick enough or clever enough,” says Mummy Mafojane, General Manager of FCM South Africa. “It’s about trust and accountability. If an AI assistant gives one of your travellers the wrong answer – that’s your traveller stranded and your problem to fix.”

So, what should trustworthy AI in managed travel actually look like? The emerging consensus points to a handful of markers, and none of them are glamorous.

The first is controlled information. A general-purpose chatbot draws on the open internet, which is precisely why it can be confidently wrong. AI built for managed travel should work differently, drawing its answers from defined, verified sources: the company’s own travel policy, its booking data and its traveller profiles. The answer to “can I fly business class on this route?” should come from the organisation’s policy document, never from a general source, because the question isn’t really whether a traveller can. It’s whether they may.

“Of course, there are different intelligence layers,” says Mafojane, referring to Sam, the AI solution (or intelligent travel companion) built into the FCM Platform, which went live for customers in more than 90 countries in June. “If your traveller wants to know the current temperature in Munich, plus a packing list, Sam draws on general sources. If a travel arranger wants the most up-to-date visa requirements, Sam will draw on specialist sources, and if it’s a question of policy, Sam will draw on pre-approved and pre-loaded documents. The guardrails are in place, and Sam is built with accuracy, security and privacy at its core.”

The second is governance. Travel managers should be able to configure how an AI assistant responds to specific types of queries, so that spend thresholds, approval workflows and supplier preferences are enforced automatically in every interaction. A traveller who isn’t entitled to a premium fare should never be shown one.

“This is where the conversation has matured,” says Mafojane. “Two years ago, companies asked what AI could do. Now they ask how it’s controlled. Can I decide which sources it uses? Will it apply my policy consistently across the board? Those are governance questions, and any provider serious about corporate travel should welcome them.”

The third marker is data privacy, and for Mafojane it’s never been more important.

“Where is company data stored? Is it ever used to train public AI models? Who can see it? In a trustworthy setup, the answers are specific: data is held in a private, secure environment, never fed into public models, with access – and information – restricted to the right people.”

The final marker is the one most often overlooked: knowing when the technology should step aside. Disruption, complex itineraries and emergencies still call for human judgement, and well-designed AI recognises the limits of what it can resolve accurately.

As Mafojane explains, the test is what happens at the point of escalation. If a traveller has to re-explain their situation from scratch to the consultant who picks up, the system has failed them at the moment it mattered most.

“Humans and AI have to work hand in hand. The technology handles the hundredth policy question so our consultants can spend their time on the situations that need experience and care. As an example, when Sam escalates a request to one of our travel experts, the consultant already has the full context in conversation. The traveller never starts over. That’s what builds trust, one interaction at a time.”

For travel managers weighing up AI this year, the practical advice is to interrogate rather than admire. Ask any provider where its AI gets its answers and how accuracy is assured. Ask how your travel policy is enforced within each conversation. Ask where your data lives and whether it ever touches a public model. And ask what happens, in detail, when the AI reaches its limit and a human needs to take over.

Providers with precise answers to those questions are ready for the realities of corporate travel. And that, rather than any dazzling demo, is what earns AI a place in a travel programme: information you can rely on, controls you can prove and people exactly where you need them.

It’s a remarkable feat of engineering. It’s also, if we’re honest, a long time to spend in seat 47E. Which raises a question: if work required it, would you strap in for the ultra-long-haul?

Before you answer, “that’s Australia’s problem”, consider this. South African business travellers are already seasoned ultra-long-haul flyers. Delta’s Johannesburg to Atlanta service runs to over 16 and a half hours. United flies non-stop from Joburg and Cape Town to Newark – both around 15 and a half hours. Interestingly, neither breaks into the world’s top 10 longest non-stop flights, which routinely run between 17h 35m and 19h 15m (New York JFK to Singapore). As the flights get longer, the world continues to get smaller.

“South Africans are already flying 15, 16, nearly 17 hours right now, often in economy, and often going straight into a meeting upon landing,” says Herman Heunes, General Manager at Corporate Traveller South Africa. “Project Sunrise is a reminder to relook your travel policy and ask: what does a company owe a traveller it puts on a flight like that?”

A different category of travel

Here’s the thing the airlines have already figured out: ultra-long-haul is a fundamentally different product to ordinary long-haul – and they’re building accordingly.

Qantas didn’t simply order more planes. It commissioned a purpose-built aircraft, the Airbus A350-1000ULR (Ultra Long Range), with an extra fuel tank and a deliberately roomy cabin of just 238 passengers (where a standard A350-1000 typically seats 350-400 passengers). It brought in sleep and nutrition scientists from the University of Sydney’s Charles Perkins Centre. The aircraft features a dedicated Wellbeing Zone for stretching and movement, plus 12 custom lighting scenes designed around circadian rhythms to nudge your body clock towards its destination while you cruise over the North Pole.

Singapore Airlines, which holds the current record with its Singapore to New York service, made an even blunter design choice. Its ultra-long-range aircraft has no economy cabin at all. Just 161 seats, all business and premium economy. The airline that knows more about ultra-long-haul flying than anyone on earth quietly concluded that economy seating and 19 hours don’t belong in the same sentence.

If airlines are treating these flights as a separate category, travel policies probably should too.

What your travel policy should actually say

This is where the conversation gets practical, for travellers and for the people who book on their behalf. A sensible ultra-long-haul policy covers a number of things:

Lie-flat above a defined threshold. Pick a number, say 12 hours, above which lie-flat seating is standard. The math is simple: a traveller who sleeps arrives able to work, and a traveller who spends 15 hours upright arrives physically exhausted and unproductive.

Lounge access at both ends. The journey includes the hours around the flight. A shower, a proper meal and a quiet place to work before boarding (and after landing) cost a fraction of the fare and change the entire experience.

A recovery buffer on arrival. The rough science of jet lag is that your body adjusts about one time zone per day (depending on whether you’re flying east or west). Landing at 06:00 and presenting to a client at 09:00 is a big, big ask. Build in a 24-hour buffer before the first commitment.

Rest days on the return leg. For flights crossing multiple time zones or exceeding 12 hours, companies often grant one full, paid “rest day” before a return to standard duties and expectations.

Early check-in (or late check-out). If an employee lands early in the morning and must work that afternoon, travel bookers may negotiate early check-in so the traveller can sleep, shower and change before the meeting.

Flexible ground transportation. Taking public transport or driving a rental car after a 12-hour flight is another big ask (especially if a traveller is landing in a foreign city). Policies generally mandate expensing an airport shuttle, chauffeured ride or taxi to eliminate the danger of fatigued driving.

Pre-trip health screenings. Some corporate policies recommend or fund medical consultations for frequent flyers on ultra-long-haul routes to manage risks like deep vein thrombosis (DVT).

Ancillary expenses. Think preferred seating fees (nabbing extra legroom in emergency exit rows or bulkhead seats) or in-flight Wi-Fi.

“None of this is about pampering people,” says Heunes. “It’s duty of care, and it’s protecting the investment. If a company is spending tens of thousands of rands to put someone on the other side of the planet, the marginal cost of making sure that person arrives functional is the best money spent across the whole trip.”

But we’re an SME, not a bank

Fair. Blanket business class policies are a luxury many smaller travel programmes simply can’t carry. But as Heunes explains, there’s a wide middle ground between “business class for everyone” and “good luck in the back”, and this is precisely where a travel expert earns their keep: smarter routings, fare classes with upgrade potential, well-timed stopovers, loyalty programmes put to proper work, negotiated rates and premium economy deployed where it genuinely helps.

It’s also worth saying that non-stop is not automatically better. For some travellers, a one-stop itinerary with a shower and a stretch in Singapore, Dubai or Doha beats the record-breaker comfortably. A good policy allows that choice rather than defaulting to the shortest elapsed time on the screen.

“The best itinerary is the one that gets the job done properly,” says Heunes. “Sometimes that’s the non-stop; sometimes it’s the sensible stopover. What it should never be is whatever happened to be cheapest on the day, with the traveller left to absorb the consequences.”

So, are you in?

There’s something thrilling about the Sydney to London non-stop: three meal services, two sunrises and a piece of aviation history from a single seat. Plenty of travellers will board it out of sheer curiosity.

But whether it’s a bucket-list adventure or a 22-hour endurance test depends far less on your personal stamina than on what your company wraps around the flight.

“Ask questions before the trip, not after it,” Heunes says. “If your travel policy was written when your longest flight was 11 hours to London, it’s due an update. The flights are getting longer. The policy should be getting smarter.”

Border and customs compliance has always been something you dealt with at the airport. Not anymore. South Africa’s new mandatory online Traveller Declaration, which came into effect on 1 July 2026, is the latest signal in a global shift that has been building for years.

Governments now want your information before you even board your flight, and for business travellers running on tight itineraries and even tighter margins, that shift has consequences.

“The SARS Traveller Declaration is a fundamental change in when compliance happens. The border has moved, and it’s moved to 24 hours before departure. Business travellers who don’t adjust their pre-trip habits and routine are going to feel it,” says Herman Heunes, General Manager at Corporate Traveller South Africa.

An emerging global pattern

South Africa is joining a growing cohort of governments that have decided the old model of processing travellers at the point of entry is too slow, too manual, and too reactive.

The UK’s Electronic Travel Authorisation, now required for millions of previously visa-exempt visitors, must also be secured before boarding. The EU’s ETIAS system, expected to launch late 2026, adds a pre-departure authorisation layer for travellers who previously needed nothing more than a valid passport. Across Asia, countries including Thailand and Indonesia have introduced or expanded digital arrival and declaration systems (the Thailand Digital Arrival Card and All Indonesia Arrival Card, respectively) that replace the paper cards travellers once filled in on the plane. Ethiopia, meanwhile, requires all arriving and transiting passengers to complete an online Traveler’s Health Declaration Form before arrival at Addis Ababa Bole International Airport.

The architecture is different in each case (some are entry authorisations, others are customs declarations or health declarations), but the direction is identical.

Pre-travel. Digital. Mandatory.

“What we’re seeing globally is the rise of the smart border,” says Heunes. “Information moves ahead of the traveller. That’s better for governments, and ultimately better for travellers who are prepared. But it creates a new category of risk for anyone who treats pre-trip admin as an afterthought.”

What the SARS declaration actually means for business travellers

The new SARS Traveller Declaration is a manageable addition to the pre-trip checklist for leisure travellers with a suitcase of personal belongings. They simply complete it within 24 hours of departure, keep the confirmation on their phone, and proceed as normal.

However, for business travellers, it’s slightly more complex. The declaration requires passport details, travel information, contact details, and – critically – disclosure of any goods, currency, or items that fall outside personal use. Business equipment, product samples, gifts intended for clients, commercial goods, and cash above the R100,000 threshold all require declaration. Allowances cannot be combined between travellers, and goods exceeding the duty-free threshold trigger further customs assessment.

Importantly, this is not a form to rush through. SARS has been unambiguous on the consequences – failure to declare, or making a false declaration, can result in delays, detention of goods, penalties, or enforcement action under customs legislation. For a business traveller catching an early morning flight to close a deal, none of those outcomes are acceptable.

“If samples or goods get held at customs, the real cost is the stress and disruption that ripples into expos, meetings and other commitments,” says Heunes. “That’s why the declaration needs to be part of the travel workflow rather than something forgotten about until check-in.”

The compliance gap that travel management closes

The uncomfortable truth for many SMEs is that the systems designed to streamline border processing actually increase the pre-trip burden on anyone without a managed travel programme. Leisure travellers have time and flexibility; large corporates have compliance infrastructure. SMEs and smaller businesses (the ones most likely to be sending their MD on a last-minute flight to Nairobi or their sales lead to a trade show in Frankfurt) are most exposed to the gap between “booked” and “compliant”.

The new normal for business travel looks something like this: a traveller needs not just a valid passport and a booking confirmation, but potentially (depending on their passport) an ETA or ETIAS authorisation, a completed customs declaration, and documented details of any goods or currency they’re carrying – all resolved before they reach the airport.

“Managed travel was always about more than getting the best fare,” says Heunes. “It was about making sure the trip actually works. That’s truer now than it’s ever been. A good travel booker is securing flights while, more importantly, ensuring their travellers are actually ready to travel.”

The companies that will navigate this new landscape most effectively are those that treat compliance as part of the travel booking process rather than a separate responsibility left to the traveller to figure out alone.

What to do now

The practical adjustment is straightforward, even if the habit change takes time. Add the SARS Traveller Declaration to your pre-trip checklist alongside passport validity, visa requirements, online check-in and boarding pass. Complete it within 24 hours of departure, keeping the confirmation accessible. If you’re carrying business equipment, commercial goods, or significant currency, give yourself time to complete the declaration accurately.

More broadly: check entry requirements for each and every destination earlier than you used to.

“The era of the paper form at the airport is ending. The new compliance window opens long before departure, and for business travellers, that window needs to be part of the plan,” Heunes concludes.

Side bar: Corporate Traveller’s latest Travel Advisory covers everything you need to know about SA’s new Traveller Declaration, including links to SARS’ FAQs and a quick video tutorial: https://www.corporatetraveller.co.za/en-za/resources/news/sars-online-traveller-declaration-now-required