Tourism and Hospitality - Brand South Africa

Tourism and hospitality

This is where African hospitality scales with confidence

South Africa welcomed 8.5 million international visitors in 2023, generating R620 billion in total tourism revenue and supporting 1.5 million jobs across hospitality, transport, and experience economy sectors.

From safari lodges in Kruger to Cape Town’s design hotels, wine estates in Stellenbosch to Indian Ocean beach resorts, South Africa offers investors proven tourism infrastructure, globally recognized brands, and year-round demand from European, American, and Asian markets.

With visa reforms easing access and tourism recovery exceeding pre-pandemic levels, this is where African hospitality scales with confidence.

Tourism and hospitality

Success Stories

Major hospitality groups—Marriott, Hilton, Radisson, Sun International—operate here. And new opportunities are emerging: eco-lodges, adventure tourism, medical tourism, and cruise terminal expansions in Cape Town and Durban.

Table Bay Icon Reopening

6 SA hotels

DoubleTree expansions

Durban upgrades

Africa-wide anchor (40+ hotels)

Hilton Worldwide (USA): Sustained Expansion in Premium Market

Hilton has operated in South Africa since 1997, with a strong Johannesburg and Durban footprint, and continues to expand its portfolio, including recent DoubleTree by Hilton openings in Cape Town. Its Durban property has undergone significant upgrades tied to the tourism rebound post-2023. Hilton uses South Africa as a southern anchor for its African network of 40+ hotels across 20 countries, highlighting the country’s tourism scale and resilience.

Hilton Worldwide announcements (2022–2025); Hospitality Business reports

Table Bay Icon Reopening

Q4 2025 reopening

Cape Town flagship

Luxury and MICE positioning

Part of IHG’s African expansion

InterContinental Hotels Group (UK): Table Bay Icon Reopening

InterContinental Hotels Group (IHG), through Sun International, is re-investing in the InterContinental Table Bay Hotel in Cape Town, slated to reopen in Q4 2025 after a major refurbishment. The property, overlooking Table Mountain and the V&A Waterfront, is a flagship for luxury tourism in South Africa. The reopening follows IHG’s strategy of reinforcing South Africa as a luxury travel hub, linking it with its global network of InterContinental resorts. The refurbishment is expected to boost Cape Town’s MICE and high-end tourism segments.

IHG/Sun International press releases (2024–2025); Hospitality Net

African Safari & Urban Expansion

16 hotels in SA

2023 Safari flagship

Urban + safari diversification

Pipeline growth

Radisson Hotel Group (Sweden/China): African Safari & Urban Expansion

Radisson Hotel Group has made South Africa one of its top African markets, with 16 operational hotels and more in development. The Radisson Safari Hotel Hoedspruit, opened in 2023, is the group’s first safari-focused property worldwide, signaling South Africa’s unique tourism appeal. Radisson also manages hotels in Cape Town, Johannesburg, and Durban, with a strong pipeline of business and leisure properties. The group cites South Africa’s airlift and diverse tourism base as critical factors.

Radisson Hotel Group Africa announcements (2023–2025); Tourism Update

Marriott International (USA): Continental Expansion via Protea Hotels

US$186M acquisition

60+ hotels in SA

First Largest African hotel deal at the time

Pan-African HQ role

Marriott International (USA): Continental Expansion via Protea Hotels

Marriott International acquired Protea Hotels in 2014 for US$186 million, marking the largest single hotel investment in Africa at the time. Since then, Marriott has expanded its South African portfolio to over 60 properties, including the flagship Marriott Hotel Melrose Arch and Marriott Executive Apartments in Johannesburg. The group leverages South Africa as a base for its pan-African strategy, serving corporate and leisure markets. The steady inflow of international guests has helped position Johannesburg and Cape Town as hubs for conferences and premium hospitality.

Marriott press releases (2014–2024); Business Day reports

Tourism and hospitality

What the world says

From investors to industry leaders, each testimony offers an outside view of the country’s reform momentum, economic resilience, and growing global influence. Together, they reveal how South Africa is shaping — and being shaped by — the future of investment, innovation, and partnership.

World Travel & Tourism Council — Tourism Economic Impact (May 2025)

“Travel & Tourism is forecast to support 1.9 million jobs in 2025… surpassing 2019 levels and contributing ~ZAR 650 billion to GDP.”

Context / Impact:
Tourism emerges as one of the strongest long-haul markets post-COVID, boosted by ETA visa reforms and hotel reinvestment.

Why it matters for investors:
Validates tourism as a resilient foreign- currency export engine.

Source: WTTC – South Africa Economic Impact 2025

PwC Strategy& — SA Outlook (Jan 2025)

“South Africa’s macroeconomic outlook at the start of 2025 is notably better… much more to be positive about than 12 months ago.”

Context / Impact:
PwC cites lower inflation, easing interest rates, and improved sentiment following the GNU. Forecasts GDP growth of 0.5–1.3%.

Why it matters for investors:
Confirms improving cycle—supportive rates and sentiment reduce hurdle rates for projects.

Source: PwC South Africa Economic Outlook 2025

IMF — Article IV Consultation (Jan 2025)

“Directors welcomed South Africa’s new Government of National Unity… The fresh mandate offers an historic opportunity to pursue ambitious reforms.”

Context / Impact:
The IMF projects GDP growth to accelerate to 1.5% in 2025 (from 0.9% in 2024), supported by stabilised electricity supply, reform momentum, and improving confidence.

Why it matters for investors:
Signals macro stability and a reform runway—improving risk-adjusted returns and policy predictability.

Source: IMF Article IV Summary 2025

Tourism and hospitality