South Africans Are Travelling With More Purpose Than Ever

South Africans are proving they are among the most committed travellers in the world.

That is according to Flight Centre’s latest global travel survey, which analysed traveller behaviour across South Africa, Australia, New Zealand, the UK, the US, and Canada.

The results show South African travellers lead globally across several major travel trends.

Key findings include:

• 97% trust travel agents
• 83% believe travel is essential for mental health and wellbeing
• 62% are actively pursuing luxury travel experiences

According to Antoinette Turner, General Manager of Flight Centre South Africa, the findings reflect a unique relationship between South Africans and travel.

“South Africa is one of the world’s most economically pressured consumer markets, yet it has one of the deepest emotional connections to travel of any country we surveyed,” says Turner. She explains that travel is not viewed as a luxury reward.

For many South Africans, it is a necessity, an identity marker, and often a deliberate escape from everyday pressures.

South Africans Plan Travel With Intention

South African travellers are embracing innovation while still valuing human expertise.

The survey found South Africans are among the most open globally to using AI travel tools. Yet 97% still see strong value in working with a human travel advisor. This reveals a traveller who wants efficiency without sacrificing personalised care.

“The South African traveller plans carefully and values expertise,” says Turner. “They want confidence in their choices and expect every trip to deliver a meaningful experience.”

This relationship with trusted travel consultants remains far stronger than in many international markets.

Smart Travel Planning Is Driving More Affordable Adventures

Affordability remains top of mind.

An impressive 96% of South Africans actively look for ways to reduce travel costs.

Travellers are doing this by:

• Booking earlier
• Securing package deals
• Choosing budget-friendly flight options
• Combining work and leisure trips

In fact, 77% have blended or would consider blending business and leisure travel, a travel trend coined “bleisure”.

Turner says geography plays a major role. South Africa’s distance from major global travel corridors means international trips require planning, budgeting, and commitment.

“There is no casual weekend escape to Europe from South Africa,” she explains. “When South Africans travel, they make it count.”

The 2027 Rugby World Cup Is Already Inspiring Travel Plans

The upcoming 2027 Rugby World Cup is already generating excitement among South African travellers. Improved flight access to Australia is making attendance more realistic than ever.

Travel options include:

• Direct Qantas flights from Johannesburg to Sydney
• Direct flights to Perth via Qantas and South African Airways

For South African rugby fans, Australia is becoming a practical long-haul sporting destination. Turner notes that despite costs, many travellers are already planning ahead. “South Africans are incredibly resourceful when they want to make travel happen.”

Luxury, Wellness and Slow Travel Are Defining 2026

South Africans are increasingly choosing travel that prioritises rest, meaning, and elevated experiences.

The survey found:

• 86% prioritise slow, restorative travel
• 83% seek food and gastronomy experiences
• 76% value eco-tourism
• 67% prioritise nature-based travel
• 66% focus on quality time with loved ones

They are also among the world’s most likely travellers to book during off-peak seasons. This reflects a desire for quieter, more immersive journeys.

New air access is helping meet this demand. LATAM Airlines will launch direct flights from South Africa to São Paulo in September 2026. The route opens visa-free access to Brazil without stopovers, creating new opportunities for luxury and experiential travel.

South Africans Deserve More Recognition as Global Travellers

For Turner, the data confirms what Flight Centre has long observed: South Africans are thoughtful, strategic travellers who value every journey they take.

“They think carefully about what they want, cherish what they choose, and deserve more credit than they get.”

As global travel continues to evolve, South African travellers are proving they are not simply keeping pace. They are setting the standard for intentional, experience-led travel in 2026.