A new record high for tourist arrivals.

South Africa welcomed more international visitors in 2025 than in any year before. Come Find Your Joy invited the world to come and find it here.

Campaign ROI · January to December 2025

10.48m

International arrivals: a new record

The highest number of tourist arrivals South Africa has ever recorded in a single year.

+17.6%Growth in international arrivals, January to December 2025
9 of 10Top markets grew arrivals. Together they make up 72% of all arrivals.
+32%Year-on-year arrivals in October 2025, the strongest month of the campaign

“Exceptional performance. Driven by strong destination marketing.”

Tourism Minister Patricia de Lille, official statementSA voted “Best Destination: Africa” · Travel Weekly Readers’ Choice Awards

Month after month of growth

August 2025+30.2%935,738 visitors
September 2025+26.9%846,367 visitors
October 2025+32%927,426 visitors
November 2025+26%1,263,598 visitors

Year-on-year increase in international tourist arrivals.

Growth in every region

Middle East+82.2%Saudi Arabia +129.3% · UAE +98.3%
Central & South America+63.6%Argentina +85.5% · Brazil +77.2%
Australasia+38.0%
Africa, neighbouring countries+31.8%Lesotho +110% · Mozambique +36.8%
Africa, air arrivals+26.3%DRC +75.9% · Nigeria +46.6%
Asia+21.1%Indonesia +100.7% · Malaysia +67.8%

The campaign

Come Find Your Joy is South African Tourism’s global brand campaign. It invites travellers to discover the joy that South Africa holds, from city streets and festival stages to wildlife, mountains and coastline.

What we did

A 60-second hero film, supported by global out-of-home in international airports, digital and social, carried one simple invitation to key source markets around the world: South Africa awaits.

Out of home, international airports

More work

View all work →