South Africa’s tourism industry has long been recognised as a powerful economic engine.
In 2024, it contributed over 3% to GDP and supported close to 700,000 jobs.
So, it’s no surprise that the government’s promises to modernise travel processes, including the long-awaited rollout of an e-visa system, have been welcomed.
But for many in the industry, it’s clear that a digital visa alone won’t fix deeper issues holding back growth.
Yes, the move towards digital travel authorisations is the logical next step in a tech-driven world.
But the road to SA remains frustratingly uneven.
Tourism leaders argue that digitisation alone will not solve SA’s “sluggish” tourism recovery or competitiveness on the global stage.
Anton Gillis, chief executive officer of Hamac and Kruger Gate Hotel, says the country must be “fully geared to welcome more arrivals,” warning that the entry process continues to be inconsistent and frustrating for international guests.
“South Africa’s distinctive hospitality sets it apart, but the first point of contact is often immigration. If that experience is negative, the damage is done before they reach their hotel,” Gillis says.
Despite a modest 5.1% increase in arrivals in 2024, with 8.9 million visitors recorded the sector remains 12.8% below 2019 levels.
In contrast, Thailand reached 35 million international tourists last year, close to its pre-pandemic figures.
Mexico exceeded its previous high, welcoming over 45 million tourists, while Indonesia recovered, to 90% of its 2019 numbers.
China and India are key source markets in these countries’ success stories.
By comparison, SA’s efforts to capture these markets are hampered by delays in processing e-visas and poor communication with applicants.
According to Department of Home Affairs data from late 2024, 58% of rejected applications were due to expired travel dates, pointing to processing inefficiencies. In an earlier report, only 3.2% of applications had been approved.
David Frost, chief executive officer of the Southern Africa Tourism Services Association (SATSA), believes SA is stuck relying on outdated source markets and seasonal peaks.
“We cannot rest on seasonal highs. We must double down and focus on growth markets, consistency, and outperforming last year’s trajectory,” says Frost.
Infrastructure also remains a concern.
Cape Town International Airport, recently ranked the best in Africa but still lacks a functional e-gate system, and Airports Company South Africa (ACSA) has offered no clear timeline for upgrades.
The Department of Home Affairs (DHA) continues to describe the e-visa platform as a “work in progress.”
Applicants have reported portal issues, limited support, and unclear eligibility guidelines.
The DHA recently extended visa concessions due to persistent backlogs and slow digitisation of paper records.
Lee-Anne Bac, advisory partner at BDO South Africa, suggests that relying on legacy markets may not be sustainable.
“Our traditional markets may not be the right markets for the future.”
While the ETA platform holds potential to modernise border control and encourage tourism investment, industry leaders agree it must be paired with improved airport systems, faster processing, and targeted market strategies to make a meaningful impact.
Until digital upgrades are matched, SA risks losing out to more agile tourism economies.
