Business

International travellers are flocking to these luxury hotspots in South Africa

Luke Fraser

 ·19 Oct 2025

South Africa is one of the most popular destinations for luxury travel in the world, but there is more international competition coming. 

South Africa was named as the fourth most favoured destination in the inaugural Roxstar Luxury Travel Trends Report 2025, which looks at the views of the company’s members. 

South Africa trailed the United States of America, the United Arab Emirates, and the Maldives but was ahead of France. 

“South Africa holds a special place in the hearts of luxury travellers,” said Roxy Robinson, Founder of Roxstar Luxury Travel. 

“Few destinations offer such a compelling mix. Cape Town combines vibrant urban culture with some of the world’s most beautiful natural scenery, while our safari lodges in the north provide a complete escape. 

Popular properties frequented by the group’s clientele include the Belmond Mount Nelson and One&Only in Cape Town. 

Safari destinations Singita, Londolozi and Cheetah Plains, are popular with luxury travellers. 

Travellers are also looking for curated experiences, which include private safaris, tastings in the Cape winelands, bespoke township tours, and after-hours access to cultural attractions. 

Regarding food, Cape Town La Colombe and FYN lead as the country’s most booked restaurants, with both regularly named among the world’s best 50 restaurants. 

“Our chefs are world-class. “They can stand proudly alongside international names from Nobu Malibu to Michelin-starred institutions like Le Cinq and Guy Savoy in France,” said Robinson. 

Competition coming in 

Although South Africa continues to perform strongly, Robinson cautioned that competition intensifies. 

Enquiries and future reservations are pointing to Saudi Arabia, Antarctica, Patagonia and Japan as fast-emerging challengers in the luxury travel space. 

Closer to home, Namibia, Mozambique, Rwanda and Uganda are also attracting increased interest from foreigners. 

“The fact is, South Africa cannot afford to rest on its laurels. The Middle East is investing heavily in luxury tourism, with Dubai in the process of developing a Vegas-style mega-project called ‘The Island’ on Jumeirah Coast.” 

“Saudi Arabia’s Red Sea project alone promises an eco-conscious luxury destination with more than 50 hotels and 1,000 residences on completion.”

African competitors also position themselves as pristine nature escapes, tapping into demand for rest, wellness and sustainability. 

Wellness emerges from the data as a status marker, with Roxstar Luxury stating that new ventures centred on this theme will thrive.

“South Africans can take pride in the country’s endurance as a go-to luxury destination,” Robinson concluded. 

“To maintain this position, we need to tap into wellness as a greater focus of our tourism offering.

“Luckily, we have the natural attributes to take advantage of the trend. It is a testament to the splendour of our natural endowment that we continue to attract the world’s wealthiest travellers despite our challenges.” 

However, she warned that South Africa needs to act, stating that safer cities and stronger infrastructure are required. 

Fixing these issues will help, with Robinson noting that the potential for tourism-led job creation and growth is extraordinary. 

Images of popular South African destinations