South Africa has once again secured its place among the world’s most sought-after destinations for high-end travellers.
As highlighted by BusinessTech, the Roxstar Luxury Travel Trends Report 2025, the country ranks fourth globally, trailing only the United States, the United Arab Emirates, and the Maldives, and even edging out France.
‘South Africa holds a special place in the hearts of luxury travellers,’ said Roxy Robinson, who is the Founder of Roxstar Luxury Travel, whose company surveyed its elite members to uncover the world’s top luxury travel trends.
The magnetic blend of nature, culture, and cuisine
Few places offer such a compelling combination of urban sophistication and breathtaking wilderness. Cape Town, described by Robinson as a city that ‘combines vibrant urban culture with some of the world’s most beautiful natural scenery,‘ remains a cornerstone of the country’s appeal.
Iconic properties like the Belmond Mount Nelson and One&Only Cape Town continue to draw international guests, while luxury safari destinations such as Singita, Londolozi, and Cheetah Plains showcase South Africa’s wild side in world-class style.
But it’s not just about where visitors stay, it’s about how they experience the country. Today’s high-end travellers crave curated experiences, from private safaris and Cape Winelands tastings to bespoke township tours and after-hours museum access.
And for food lovers, Cape Town’s dining scene remains irresistible. Restaurants like La Colombe and FYN continue to top reservation lists, both earning their place among the World’s 50 Best Restaurants.
‘Our chefs are world-class,’ Robinson noted, adding that they ‘stand proudly alongside international names from Nobu Malibu to Michelin-starred institutions like Le Cinq and Guy Savoy.’
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Despite its success, experts caution that South Africa cannot afford complacency. Emerging destinations are fast becoming the next big thing in luxury travel.
‘Enquiries and future reservations are pointing to Saudi Arabia, Antarctica, Patagonia and Japan as fast-emerging challengers,’ said Robinson.
Closer to home, Namibia, Mozambique, Rwanda, and Uganda are seeing increased interest, with many promoting themselves as eco-conscious and wellness-driven retreats, a theme now seen as the ‘new status marker’ among affluent travellers.
The Middle East, in particular, is investing heavily in high-end tourism. Robinson pointed out that Dubai’s ‘Vegas-style mega-project called The Island’ and Saudi Arabia’s Red Sea Project, expected to feature over 50 hotels and 1,000 residences, are set to redefine the ultra-luxury experience.
While competition grows, South Africa’s natural beauty, cultural depth, and sense of authenticity remain powerful advantages. However, Robinson stressed that safety and infrastructure are key to keeping pace with the global shift.
‘To maintain this position, we need to tap into wellness as a greater focus of our tourism offering,’ she explained, adding that addressing these problems could create many jobs and drive significant growth through tourism.
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