The development threatens to tarnish the reputation of one of Africa’s most celebrated tourism destinations.
Just last year, the World Travel Awards named Cape Town as Africa’s Leading City Destination, while Durban and Johannesburg also ranked among the continent’s top tourism hubs.
However, growing concerns over the safety and treatment of foreign nationals are raising questions about whether South Africa can maintain its appeal to African travellers, who make up the country’s largest tourism market.
South African Tourism has acknowledged reports of cancelled bookings and moved to reassure visitors, warning that the actions of a minority do not reflect the views of most South Africans.
Nevertheless, the controversy highlights the economic risks facing a sector that relies heavily on regional travel and the country’s image as a welcoming destination.
Anti-migrant unrest threatens years of tourism gains
In a statement released on May 28, South African Tourism acknowledged reports of cancelled travel bookings from several African countries following protests and attacks involving foreign nationals in parts of the country.
The tourism agency said it was concerned about the impact of the incidents and moved to reassure travellers that South Africa remains committed to being a welcoming destination.
“As an organisation committed to promoting South Africa as a welcoming and inclusive destination, we unequivocally condemn all acts of intimidation, violence, discrimination and unlawful conduct directed at foreign nationals,” the agency said.
South African Tourism further stressed that the actions of a minority do not reflect the views of most South Africans or government policy, adding that law enforcement authorities are monitoring the situation while government engages communities to maintain stability and social cohesion.
“While issues relating to illegal immigration remain a legitimate matter of public concern, these challenges must be addressed through lawful state processes and institutions. No individual or group has the authority to take the law into their own hands.” the body added.
The agency also highlighted Africa’s importance to the country’s tourism sector, noting that the continent remains South Africa’s largest source market and that regional tourism ties are built on deep historical, cultural and economic connections.
The stakes are particularly high because travellers from across Africa contribute significantly to South Africa’s tourism revenues through business travel, leisure tourism and regional trade connections.
Tourism experts have long noted that perceptions of safety and hospitality play a major role in destination choice. Even isolated incidents can have an outsized impact on travel decisions when amplified through social media and regional news coverage.
While it remains too early to determine the long-term impact on visitor numbers, continued reports of xenophobic violence could undermine years of efforts to position South Africa as Africa’s premier tourism destination.
For a country whose cities consistently rank among the continent’s best travel locations, restoring confidence among African travellers may prove just as important as attracting visitors from further afield.
