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Luxury Travel Demand Soars as South Africans Boost Black Friday Tourism Spending

Luxury Travel and Tourism

Business Honor
01 December, 2025

Digital bookings and premium destinations drive significant Black Friday growth across South Africa’s tourism sector.

South Africa's travel and tourism sector had a stellar performance this Black Friday, recording in excess of R1 million in sales as demand for luxury and international travel continued to rise. It saw R1,090,756 in transactions, reflective of the increasing appetite of South Africans for premium travel experiences and holiday bookings ahead of the festive season. Luxury destinations such as Cape Town, Kruger National Park, Dubai, and Bali continued to lead this surge. There was heightened interest in five-star hotels, curated itineraries, exclusive wildlife experiences, and bespoke holiday packages among travellers. Cape Town remained an outright favourite, with its pristine beaches, world-class wine estates, cosmopolitan restaurants, and activities to suit most budgets. Even the demand for safari lodges went up as people looked for high-end, immersive experiences in nature. Internationally, Dubai, Bali, and Mauritius drew South Africans with their heady combination of luxury properties, cultural experiences, shopping, and tropical charm.

Digital payments played a big role in this year’s travel boom. Peach Payments saw an 80% increase in online transactions this Black Friday compared to last year’s, reflective of the broader move to mobile and digital booking sites such as Booking.com, Expedia, and Travelstart. Ease of access, competitive online discounts, and transparent travel information contributed to the spike in online holiday purchases. The strong spending is at a time when South Africa's economy is slowly recovering and consumer confidence is on the rise. Major agencies such as Flight Centre and Thompsons Holidays have benefited from increased holiday bookings, particularly long-haul international trips, with up to 50% discounts driving sales. With the rise in luxury travel and digital bookings revolutionizing consumer behaviour, the tourism sector in South Africa is perfectly positioned for further growth, which should play a major role in the economic recovery and global travel revival.