Women have taken over South African adventure tourism. Not quietly, not gradually – decisively. They now make up 71% of solo travellers and influence over 80% of all travel decisions worldwide.
But here’s what makes South Africa’s story different: the same women driving demand are also the ones building the industry to meet it. From the boardrooms of SATSA to the trails of the Drakensberg, women are simultaneously the customers and the creators of South Africa’s adventure tourism revolution, setting the safety standards, and redefining what adventure means in the first place.
The female adventure travel boom
Nearly 40% of women have planned solo trips for 2025 – an 8% jump from last year, according to Skift. Behind these numbers is growing confidence in safety and a hunger for meaningful experiences, alongside a noticeable shift toward multigenerational and boutique travel.
As Stacey van Wyk of Safari for Six (a 100% locally women-owned and operated safari company in St Lucia) notes:
“One of the most striking changes since the pandemic has been the move from couple travel to multi-generational experiences. Women are now more often bringing their children and even parents along, seeking to share transformative safari and adventure moments with those closest to them.” Family, friendship, and connection are taking centre stage.
But what attracts women to South Africa’s adventure scene? Above all: authenticity and empowerment. Today’s female travellers are searching for journeys that feel safe and meaningful. Their confidence is bolstered by improved safety standards, professional guiding, and the knowledge that women are increasingly leading at every level of the industry.
Through organisations like SATSA, the Voice of Inbound Tourism, women are setting new industry standards and expanding what “adventure” means in South Africa.
“Women are making adventure travel more inclusive, community-based, and mindful of impact,” says Hannelie du Toit, COO of SATSA and Adventure Chapter Committee Member. Female-run businesses across the country are implementing rigorous safety protocols and building transparent, trust-based relationships with travellers.
According to du Toit, women hold three out of nine seats on SATSA’s Adventure Chapter Committee, actively crafting codes of good conduct that set the tone for the industry. And innovation definitely doesn’t end with paperwork. Responding to the market’s call for safety and credibility, SATSA has rolled out a free, comprehensive self-assessment toolkit for operators. Du Toit stresses, “safety is not just a tick-box exercise; it’s part of how we build trust with travellers and expand market access.”
Meanwhile, the business models reflect a deeper understanding of inclusivity and respect.
“As a woman running a boutique safari company, I’ve always believed that women don’t want to be singled out. They simply want the same level of respect and attention to detail as anyone else,” explains van Wyk. Small group sizes, immediate responsiveness (like direct WhatsApp support), and a culture of care have become distinguishing hallmarks for the best operators.
Digital connectivity has also greatly enhanced the climate of support and inclusion. As van Wyk observes, “Today, tools like WhatsApp and social media mean women have instant access to updates and assistance wherever they are.” This connectivity has fundamentally changed the experience of adventure travel, broadening horizons for those who might have once felt excluded or exposed.
However, not everyone agrees that the trend needs a gendered lens. Lisa Sheard, owner of Mpumalanga’s Misty Mountain and the Panorama Route’s well-known Long Tom Toboggan, challenges the narrative of adventure as a gendered pursuit:
“Adventure travel is about being adventurous. Gender doesn’t come into it. You are your own keeper in adventure. You will know what you want to and don’t want to do, what feels comfortable and fun for you.”
For Lisa, framing adventure travel primarily around women may be more industry-driven than reality-based and risks diminishing the autonomy that is core to any adventure, regardless of gender.
This diversity of perspectives reveals a sector where women are confidently determining what adventure feels like for everyone: safer, more open, and more authentic.
Emerging and shifting barriers
Women’s leadership is especially evident amongst a new generation of founders and emerging operators forging their paths across South Africa’s legendary landscapes.
For Innocentia Mbuyane, the journey to opening Hazyview’s Extreme Adventure Camp began with a passion for the outdoors and a clear sense that adventure should be accessible to all. “There are so many opportunities out there for women – we just lack information and mentorship,” she notes, highlighting both the promise and persistent gaps women often face.
Mentorship and access to support remain crucial. “I was a SATSA Tourism Business Incubatee and received mentorship from the programme managers, Sigma International, financial coaching, and a grant from Europcar. This assistance was pivotal,” Mbuyane says.
Yet, obstacles are real. Exposure on the international stage comes at a steep price. “Access to market is still a challenge because some of the exhibitions are too costly, like the international trade shows and roadshows. As for the local exhibitions, I do manage to attend them.”
Thankfully, industry bodies like SATSA are intentionally building support ecosystems for emerging female entrepreneurs by offering business coaching and platforms like Tourism LinkUp to encourage connections and improve market access.
As more women build visible, thriving businesses, their influence ripples outward. For Mbuyane and others blazing new trails, the goal is to see more women step into the sector and contribute to the growth and diversification of South African tourism.
The road ahead: Barriers, solutions, and aspirations
Despite progress, funding gaps, limited access to networks, and outdated stereotypes still hold too many back. But women in South African adventure tourism refuse to wait for permission. Instead, they’re choosing to support each other and push boundaries every day.
Their advice? Invest in professionalism, build your networks, and don’t hesitate to ask for help. The future lies in breaking down barriers and building up opportunity – and the future is bright. Because women are no longer part of the journey; they’re leading the way.