India is one of the world’s fastest-growing travel and tourism economies. New research commissioned by South African Tourism shows that Indian travellers are seeking the right experiences, and South Africa is well positioned to compete for them. The findings send a clear message to the tourism trade: Indian travellers are evolving, and South African tourism businesses must adapt their products, marketing and sales approach accordingly.
The continued absence of a direct air connection remains a hurdle; Indian arrivals to South Africa from January to July 2026 are tracking below the same period in 2025. Even so, the opportunity in one of the world’s fastest-growing outbound travel markets remains significant. South Africa has seen 6.6 million arrivals so far in 2026, from January to July, up 12.4% over the same period in 2025, while Indian arrivals have reached 29,525 in the same period.
“While Indian arrivals for January to July 2026 are below the same period in 2025, the long-term outlook for the market remains positive, underpinned by positive forward bookings, strong outbound travel growth, increasing consumer confidence and sustained interest in long-haul travel.” – Ismail Dockrat, COO, South African Tourism.
South African Tourism has undertaken comprehensive market research to understand better the needs, motivations and behaviours of this important source market. The objective is to equip the South African tourism industry with the insights needed to understand the evolving Indian traveler, develop experiences that resonate with this market, build stronger trade partnerships and unlock future growth in arrivals.
A market with enormous potential
India is one of the world’s most dynamic outbound travel markets. Millions of Indians travel each year internationally, fuelled by a growing middle class, increasing disposable income, and a strong appetite for international experiences. SA Tourism’s Segmentation Research Study, concluded in December 2025, shows that Indian travelers remain among the most optimistic globally about leisure and business travel. Despite economic pressures, they continue to prioritise holidays that deliver memorable experiences, excellent value for money and authentic connections.
The market’s long-term fundamentals remain exceptionally strong. Rather than viewing the current decline in tourist volumes as a setback, the research shows how the industry can align more closely with changing traveller expectations and unlock future growth.
Five priority segments have emerged from the latest research into Indian outbound travellers, and the most fruitful consumers for South Africa are Seasoned Explorers, Family Adventures, Aspirational Explorers, Scenic Adventurers, and Jetsetters. These middle-to high-income long-haul travellers account for 35% of the Indian travel market and are most inclined to choose South Africa for its scenery, food, adventure, and quality of experience.
Experiences drive travel decisions
“Travelling is not only about visiting places. It’s about experiencing the heart and soul.” -Respondent, male, aged above 50.
One of the strongest findings from the research is that Indian travellers are increasingly seeking meaningful experiences over traditional sightseeing. Wildlife encounters, nature, food, culture, local communities, and immersive experiences are becoming key drivers of destination choice. Travellers are looking for holidays that create lasting memories and can be shared with family and friends. In this context, the experience is the icon, and the most unique ‘once in a lifetime’ experiences are what Indian travellers seek.
Packaging variety that plays directly to South Africa’s strength
“The conversations with strangers who feel like home, the silence in the mountains; that heals louder than words.” – Respondent, female, under 30.
Few destinations combine world-renowned safari experiences, vibrant cities, spectacular coastlines, award-winning wine estates, rich cultural heritage, adventure activities and warm hospitality in a single holiday. By showcasing this variety as part of a complete journey, South Africa has a compelling story for Indian travelers seeking exceptional value for money. Indian tourists are less inclined to repeat a destination for leisure or a family holiday, making the itinerary an all-in-one trip.
A sense of occasion
“Travel truly becomes an adventure when we step out of our comfort zone and embrace the unknown.”- Respondent, female, aged 40-50.
Travel is an important part of the modern Indian’s life, and why they travel and who they travel with changes the types of holidays they are looking for. Travel with family is about reconnecting and growth, with learning experiences for all; Indian tourists are likely to travel with children, a spouse, and their parents. For those trips, safety and predictability matter more because they want to avoid inconvenience. However, when travelling alone or with friends, the focus on fun, adventure and discovery makes them more open to stepping beyond their comfort zone. These trips are often more last-minute and likely to include a beach destination or a new city to discover.
Africa is becoming increasingly desirable
“The enchanting landscapes and the elevation changes are hugely rewarding.” – Respondent, male, under 30.
The research also highlights growing interest among Indian travellers in African destinations. Safari holidays remain highly sought after, but travellers are increasingly looking beyond wildlife to authentic culture, local cuisine, luxury accommodation, wellness experiences and family-friendly itineraries. This creates an opportunity for South Africa to position itself not simply as a safari destination, but as a destination that offers diversity in one trip, from Big Five game viewing and scenic road trips to township experiences, world-class restaurants and coastal escapes.
Digital inspiration is shaping travel choices
Indian travellers are highly connected and digitally engaged. In March 2026, India had 1.09 billion active internet subscribers, and 94% accessed the internet via mobile devices or wireless connections. Social media, online video, influencers, and AI-powered travel planning tools are playing an increasingly important role in destination discovery and itinerary planning. Authentic storytelling and visually engaging content have become critical in inspiring travel decisions. South African tourism businesses must maintain a strong digital presence, showcase unique experiences and provide inspiring, easy-to-access information that supports both travellers and travel agents.
The travel trade remains an important partner
While travellers are embracing digital planning tools, trusted travel advisors continue to play an influential role in long-haul travel decisions. Indian travellers often seek expert guidance on visas, itineraries, accommodation and family travel, making strong relationships with the Indian travel trade essential. South African tourism businesses should ensure their products are easy to sell, provide relevant sales tools and develop itineraries that meet the expectations of today’s Indian traveler.
Turning insight into growth
The absence of a direct air service between India and South Africa remains a challenge. However, the research makes it clear that connectivity is only one part of the equation. By understanding what motivates Indian travellers, showcasing relevant experiences that resonate with them and working closely with the travel trade, South Africa can strengthen its competitiveness and position itself for long-term growth. This latest SA Tourism Segmentation Research Study provides practical insights that tourism businesses can use to understand this evolving market better, refine their offerings, and create experiences that inspire more Indian visitors to choose South Africa.
“India presents significant long-term growth opportunities for South Africa. By using these insights to understand better the evolving Indian traveller, our tourism industry can create experiences that resonate and drive future arrivals.” – Gcobani Mancotywa, Regional General Manager: Asia and Australasia, South African Tourism
South African Tourism encourages tourism businesses, tour operators, attractions, accommodation establishments and provincial tourism partners to explore the research, get a detailed understanding of each segment and use the insights to refine their products, strengthen engagement with the Indian travel trade and capitalise on one of the world’s most promising outbound tourism markets. The opportunity is significant. With the right products, partnerships and positioning, South Africa is well placed to welcome more Indian travellers in the years ahead.
To access the full report, click here: India Segmentation Study 2026.
This article was prepared by South African Tourism’s Analytics and Insights Unit.
