As global travellers increasingly seek purpose, wellness, design and connection, South African tourism operators have an opportunity to align with these emerging preferences. A new trend report from Trend Hunter identifies key shifts shaping the future of travel — from AI-curated sleep retreats to educational journeys rooted in science and sustainability.
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The report uses real-time behavioural data and AI to track emerging travel movements. Here are eight top trends and how South African destinations and businesses can leverage them.
1. Travel that tells a story
Trend: Local heritage-inspired stays
From brutalist architecture in Mexico to pyramid-themed suites, global hotels are drawing on local history and culture in their design. Travellers are seeking more than a stay — they want immersion.
SA opportunity: Township tourism, safari lodges with indigenous aesthetics, and collaborations with local makers could meet this demand. Authentic, design-led experiences that are Insta-worthy and locally supportive resonate with today’s visitor.
2. The sleepcation is real
Trend: Wellness and sleep retreats<
Luxury brands like Mandarin Oriental and Four Seasons are launching sleep-focused offerings with diagnostics, meditation, and AI-assisted environments.
SA opportunity: South Africa’s natural assets lend themselves to restorative getaways — from forest therapy in Knysna to stargazing pods in the Karoo.
3. Eco everything
Trend: Sustainable amenities take flight
Airlines are moving toward plastic-free and biodegradable kits. Travellers are becoming more aware of their impact.
SA opportunity: Local hospitality providers could review their own amenity offerings. Sustainable packaging and visible environmental choices are becoming brand differentiators.
4. Science + wonder
Trend: Educational, science-infused travel
Space-themed resorts and marine biology experiences show that learning and leisure are converging.
SA opportunity: With unique biodiversity and stargazing locations like Sutherland, SA can offer science-focused tourism to families, schools, and curious Gen Z travellers.
5. Gen Z is (still) everywhere
Trend: Digital-first, experience-rich travel
Gen Z travellers book based on visual appeal. They want value, personalisation, and social media-ready moments.
SA opportunity: Affordable, immersive experiences optimised for TikTok or Instagram can stand out — even mid-tier offerings, with the right visual hook, can go viral.
6. Art meets experience
Trend: Instagrammable exhibits and pop-ups
Art is becoming interactive. Museums are turning exhibitions into tactile, shareable moments.
SA opportunity: Think AR-led street art tours, wine farms as art spaces, or gallery-style pop-ups in wild natural settings.
7. AI is the new travel agent
Trend: AI travel planners and chatbots
Apps like Expedia and Kayak now use AI to generate real-time itineraries and provide instant support.
SA opportunity: Local tourism boards and operators can integrate AI tools to offer customised trip planning — from safari to city — on demand.
8. Proximity escape
Trend: Hybrid camping experiences
Travellers want nature close to home — with Wi-Fi, comfort, and a bit of luxury.
SA opportunity: Glamping near city centres or along major travel routes (like the Garden Route) could serve this market — think luxe tents with city views or Wi-Fi-enabled pods in the bush.
Why it matters
With the global travel economy expected to hit $16 trillion by 2034, understanding and adapting to these trends can help South African tourism businesses stay competitive. Travellers today want more than movement — they want meaning. South Africa, with its cultural depth and landscape diversity, is well-positioned to meet that expectation.
