Young South Africans: ignite that travel spark at home first!

BBy Thembisile Sehloho, Chief Marketing Officer of South African Tourism

What if your first ‘grown-up’ adventure wasn’t across the ocean, but in your own beautiful country? What if joy wasn’t something you left to find far away, but something that’s waiting for you in the golden dunes of the Northern Cape, the hip streets of Maboneng, or the lush cliffs of the Wild Coast?

At South African Tourism, we believe that once our youth experience the wonder of South Africa for themselves, they’ll get caught up in the life-changing magic of domestic travel.

Life-changing travel starts right here

According to the South African Tourism Services Association’s (SATSA) youth tourism demographics, people aged between 15 and 34 make up one third (about 36%) of our total population. Our own data shows that during the fourth quarter of 2024, there was a 7.9% year-on-year increase in domestic overnight trips, which shows a clear appetite among travellers for local exploration.

This is a generation that will unlock South Africa’s tourism potential, kicking off a travel revolution that could literally change lives, not only for young adventurers, but also for young tourism entrepreneurs keen to show off the country they know and love. Our youth are bold explorers and economic catalysts, fuelling local businesses, boosting brand visibility, and building community legacies.

But inspiration alone isn’t enough - youth tourism must be accessible, affordable, and infused with opportunity. From community-led experiences to content creation, from volunteering to venture-building, the travel economy is a space for young people to create, lead, and thrive.

Learnings from the youth, for the youth

Youth tourism can be a launchpad for careers, a storyteller between cultures, and a stage set for green innovation. It’s about building a generation that knows – and loves – where they come from and recognises the value of what South Africa has to offer the world.

We are passionate about building a domestic tourism culture that nurtures our youth from an early age that starts in local schools and community centres through mentorship, funding support, and digital innovation.

The recent Africa’s Travel Indaba 2025, held at the Durban ICC in KwaZulu-Natal, brought together youth travel experts for a backpacking panel discussion. These sector leaders: Sanele Zulu, CEO of the Green Youth Network; Ndabenhle Ntshangase, co-founder of AirStudent Travel; and Sandile Cele, CEO of Volunteer and Travel, highlighted the role youth tourism plays an economic and developmental lever.

Some key take aways and themes under the spotlight included:

• The creation of intentional platforms that link youth tourism with sustainability and community-based development.
• Challenging the sector to craft eco-conscious experiences.
• How today’s youth, while price-sensitive, are willing to save and travel when an experience speaks to their lifestyle or values.
• The idea of purpose-driven travel, with Cele sharing how youth experiences that combine volunteering, cultural exchange, and leisure can create deeper connections to place and people.
• Issues like a lack of access to information and education can prevent travellers from being exposed to diverse provinces, local history and heritage.

Perhaps the most powerful insight? That international exchange students often see more of South Africa than many locals do. This must change.

Our youth, our future

Let’s inspire our youth to explore the Panorama Route before Paris, to dance in Limpopo before they dream of Lisbon. Let them fall in love with the rolling vineyards of the Cape, the ancient rock art of the Drakensberg, and the soulful energy of township jazz.

Young people are not only shaping the way we travel, but redefining how the world sees us. Their fashion, music, art, and even the way they move through digital spaces create the ‘vibe’ that can powerfully influence perceptions of South Africa as a destination. It’s the rhythm of amapiano at sunset. It’s the streetwear that turns city corners into runways. It’s the slam poetry, the skateparks, the pop-up galleries. This is the spirit of a generation, and it’s magnetic.

So, here’s the invite: your next big trip doesn’t have to be a passport stamp away. It can be the magic of a road trip with friends, a weekend in the Winelands, or a sunrise hike in the uKhahlamba. South Africa is bursting with undiscovered joy – and it’s calling your name.

South Africa Awaits – Come Find Your Joy!

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