The Guide To Travel: Why South Africans Are Choosing Asia
A New Era of Travel
Over the past year, South Africans have fully embraced a noticeable shift in travel habits. Patterns have returned to pre-pandemic levels, but the mindset has evolved. Millennials and Gen Z are no longer waiting for retirement to explore the world. With social media turning travel into a lifestyle, people now prioritise experiences — choosing destinations not just for relaxation, but for culture, content, and connection.
From Europe to the East
Europe and North America have traditionally dominated South African long-haul itineraries. Today, Asia is taking centre stage. Expanding flight routes, simplified visa processes, and stronger airline connectivity make Southeast and East Asia more accessible than ever. These destinations offer vibrant cultures, affordability, and dynamic travel experiences — making Asia an increasingly attractive choice.
Thailand: Still Reigning Supreme
Thailand remains a top destination for South Africans. Visa-free stays of up to 60 days, supported by the Thailand Digital Arrival Card, make entry simple and convenient.
Its capital, Bangkok, ranked the most visited city globally in 2025, attracting 30.3 million visitors. Beyond Bangkok, destinations like Phuket, the Phi Phi Islands, and Krabi cater to both energetic nightlife seekers and those wanting quiet coastal escapes. Rising costs and increased crowds have encouraged travellers to explore other destinations.
Vietnam and Underdog Destinations
Vietnam is emerging as a strong alternative, offering vibrant street food, rich culture, and welcoming locals. Key cities include Hanoi, Ho Chi Minh City, Hoi An, and Da Nang.
Just last year, Vietnam reached a record tourism milestone, welcoming around 21.2 million international visitors in 2025 — the highest number ever recorded. As more travellers discover the country’s incredible value, social media buzz and growing investment are helping position Vietnam as a destination of choice. Imagine spending as little as R7 for a draught beer, R14 for a delicious bánh mì, and about R40 for a comforting bowl of pho. Stay tuned — we’ll be sharing a guide to exploring Vietnam in our next post.
Other affordable “underdog” destinations gaining attention include:
- Philippines: Stunning islands like Boracay, Palawan and Cebu.
- Cambodia: Historical treasures like Angkor Wat.
- Laos: Serene river towns and natural beauty.
- Sri Lanka: Affordable beaches, tea plantations, and wildlife.
East Asia: Japan, South Korea, and China
South Korea, Japan, and China are attracting South African travellers seeking culture, technology, and culinary experiences.
- Japan: Tokyo’s bustling city life, Kyoto’s historic temples, and Osaka’s street food scene make Japan a blend of modernity and tradition.
- South Korea: Seoul’s vibrant culture, technology hubs, and K-food experiences appeal to younger travellers, while Busan and Jeju Island offer coastal escapes.
- China: China’s diversity makes it a must-visit. Shanghai impresses with skyscrapers, shopping, and modern city energy. Beijing is steeped in history with the Great Wall, Forbidden City, and hutongs. Guangzhou is known for culinary exploration and Cantonese cuisine, while Shenzhen combines tech innovation with vibrant city life.
These countries are ideal for travellers wanting immersive experiences, from city adventures to traditional rituals, without sacrificing convenience or infrastructure.
Connectivity Driving Growth
Airline networks are key to this Eastern shift. Emirates, Qatar Airways, and Cathay Pacific provide seamless routes to Asia, including new destinations like Da Nang, Shenzhen, Hangzhou, and Siem Reap. Stopovers in Dubai or Hong Kong allow travellers to explore an additional city while breaking up long-haul journeys. Multi-city itineraries are increasingly popular, often combining Vietnam, Thailand, Singapore, Japan, South Korea, China, and Hong Kong.
A Younger, Experience-Driven Market
Much of this growth is led by tech-savvy travellers aged 18–44. They favour longer stays, immersive experiences, and flexible itineraries over traditional single-destination holidays. Travel is no longer simply ticking off landmarks; it is about storytelling, cuisine, culture, and meaningful moments.
The East Is the Future
South African travel preferences are evolving. Asia is no longer considered an alternative to Europe or America; it is now the main attraction. With cultural depth, affordability, accessibility, and dynamic city energy, Asia continues to captivate a new generation of explorers.
From iconic destinations like Bangkok, Tokyo, and Shanghai to hidden gems in Laos, Sri Lanka, and the Philippines, the East offers something for every type of traveller — and this momentum shows no signs of slowing down.
