International travel has become significantly pricier for South Africans as the rand struggles to hold its own against other currencies. So, it’s no surprise that Saffas are dialling up the intention behind every journey. The result? A generation of travellers for whom the ‘why’ behind a trip matters just as much as the ‘where.’
In fact, new global research points to what many of us already know: South Africans always consider the bigger picture before booking their holidays. According to Flight Centre’s Global PR survey, which surveyed thousands of travellers across South Africa, Australia, New Zealand, the UK, Canada, and the US, a whopping 97% of us say ‘value for money’ is a non-negotiable part of holiday planning – higher than any other nation surveyed. After all, when your wallet has to work overtime to keep up with the dollar, pound or euro, every getaway needs a purpose that stretches past the postcard.
Enter the “whycation,” dubbed by Hilton as 2026’s defining travel trend. Hilton’s latest global trends report explains that after years of “more is more” travel, people are now moving towards intentional escapes, with an emphasis on comfort and connection.
As Antoinette Turner, General Manager of Flight Centre South Africa, says:
“For South Africans, travel has always meant a bit more than ticking off bucket-list destinations – it’s family reunions in faraway cities, birthday braais on the beach. The ‘whycation’ trend simply names what we’ve long embraced. That every journey has a story behind it – and Flight Centre is here to help our travellers tell theirs.”
The SA travel ‘why’
According to Flight Centre’s survey, South Africans’ top travel drivers are as follows:
- 67% of South African travellers say their biggest reason for getting away is to soak up nature and experience the great outdoors.
- Hot on its heels, 66% travel to spend uninterrupted time with their partner or family.
- And for 65%, travel is about de-stressing and recharging.
These findings line up closely with the bigger global picture. Hilton’s research shows that, worldwide, emotional connection and personal purpose are rapidly climbing travellers’ lists of priorities. But there are definitely some uniquely South African signatures. For us, adventure and excitement are major drivers too (63%), as is the thrill of exploring new cultures (61%), and the simple joy of indulging and treating ourselves (57%).
Where to go, depending on your ‘why’
1. Nature calls: Escaping into the outdoors
As mentioned, 67% of surveyed South African travellers named ‘experiencing nature’ as their number one reason to travel. There’s just something about fresh air and peace and quiet that can’t be matched.
Local favourites like Cape Town, George, and Mbombela deliver picture-perfect moments, but it doesn’t stop there. Further afield, consider Mauritius’s palm-fringed beaches or a Kiwi adventure in Auckland – places where natural beauty takes centre stage.
“South Africans are outdoorsy by default, so nature is often our go-to reset button, whether it’s a hike up Lion’s Head or chasing the Big Five,” comments Turner.
2. The family & friendship factor
Along with leading busy lifestyles where quality time is minimal, home, for many South Africans, is a moving target – one that might include three continents and more than a few family WhatsApp groups. It’s no wonder then, that 66% travel to spend time with partners and family.
London, Australia, and Harare remain firm favourites, not just because of the attractions, but because so many South Africans have someone they love waiting there. Locally, Johannesburg and Gqeberha are magnets for family gatherings and milestone celebrations.
3. Chasing calm & recharging
Travel offers one of the few legitimate chances to press pause, which is why, for 65% of us, unwinding and shaking off stress is a top motivator for getting away. Picture a Mauritian hammam or a Parisian sidewalk café, but don’t forget that tranquillity can be found closer to home, too, whether that’s a day of spa treatments in the Winelands or lounging poolside at Sun City with your phone (and brain) switched off.
“Sometimes the most pressing item on your itinerary should be… nothing. A proper recharge should never be underrated. For many, the “whycation” means returning home with far less baggage – the mental kind, that is,” Turner says.
When you know your rand has to stretch further, your choices become sharper and your trips more meaningful.
“At the end of the day, travel shouldn’t revolve around collecting stamps in your passport. Rather focus on what calls you to pack your bags in the first place. The ‘whycation’ just puts a name to something South Africans have always felt – when your journey has a purpose, it becomes effortlessly unforgettable.”
In 2026, it’s clearer than ever… wherever you go, go with intention.
