Travel intelligence company Data Appeal says the overall sentiment of tourists from 56 countries who visited South Africa from February to August this year was 85.6, only marginally lower than the 85.7 recorded for the same period in 2025.

International travellers are showing a strong interest in South Africa’s attractions, food, hospitality and unique atmosphere. This gives the tourism industry a solid foundation, as momentum builds this year, the company says.

The country's attractions scored 90.2 with tourists, food and beverage scored 87.8, short-term rentals scored 86.3 and hospitality scored 84.3 among tourists. These numbers show that South Africa’s main tourism strengths are resonating with visitors.

People enjoy what they see, eat, where they stay and especially how the destination makes them feel. Hospitality scored 88 among tourists and emotional engagement is also strong.

Visitors often mention location, hospitality and staff interaction as highlights. While beautiful landscapes draw people in, it is the human connection that creates lasting memories, says Data Appeal.

The 87.8 sentiment score for food and beverage should get the industry’s attention. While South Africa’s tourism has long focused on wildlife, scenery and adventure, food is becoming a key part of the experience, it says.

Whether it is a braai, a tasting menu, a vineyard lunch, a neighbourhood restaurant, a farm stall or a local coffee shop discovered by chance, these meals become lasting memories. Food lets the industry add depth to itineraries and helps travellers connect more with the destination, and is a highlight itself.

The data confirms that people make the difference, with the hospitality score being 88. With many destinations and experiences available, genuine warmth stands out. The friendly conversation with a guide, a helpful tip from a waiter, a warm welcome at reception or a spontaneous chat with a local are all part of South Africa’s appeal. Visitors are noticing this, the company says.

Further, South Africa’s most famous attractions are delivering great experiences. The V&A Waterfront has a sentiment score of 95.4, Kirstenbosch Botanical Garden 95.6, Bloukrans Bungy 94.1 and Bourke’s Luck Potholes 92.8.

“This is good news for the tourism industry. The experiences that are central to most itineraries continue to impress international visitors. This gives operators, DMCs, travel advisers and marketers confidence that the main attractions are meeting expectations.

“It also shows that South Africa’s top products are inspiring positive word-of-mouth, not disappointment. When international visitors recommend South Africa, it is based on real, positive experiences,” says Data Appeal.

Further, some of the most interesting opportunities are beyond the usual tourism spots, with Jeffreys Bay's sentiment score at 89.6, and Limpopo at 89.4. Kimberley and East London also saw strong increases in sentiment.

For the tourism industry, this means there is a chance to promote a wider range of destinations. South Africa already has strong tourism highlights, but the data shows that travellers are enjoying experiences outside the usual routes.

This is an opportunity to encourage visitors to stay longer, explore more and discover new places, and also gives the industry new stories to share, to add to the famous places.

Additionally, cultural activities scored 83.6, and family-friendly experiences scored 83.2, which highlights potential. Visitors do not dislike these experiences; in fact, they may just need more attention.

For travel sellers, this could mean focusing more on cultural immersion, local stories, family trips and multi-generational travel. For marketers, it could mean promoting these experiences more. For product owners, it is a reminder that some growth opportunities are already there and just need to be highlighted, says Data Appeal.

Meanwhile, visitor feedback still points out areas for improvement, although there are positive trends. Cleanliness scores have gone up by 2.7 points, showing that, when the industry makes changes, visitors notice. This should give the industry confidence that steady improvements can lead to better perceptions and more positive word-of-mouth.

Instead of seeing issues like connectivity, accessibility, check-in or costs only as problems, the industry can view them as the next steps for making the visitor experience even better. The basics are strong, and now the goal is to make every part of the journey smoother, it recommends.

The main lesson from the data for the tourism industry is that there is no need to create a new story for South African tourism. Visitors are already sharing what makes the destination special.

The tourism industry should focus on food, culture, and family experiences to enrich the classic South African holiday. Make it easy for international visitors to find, book, and enjoy all that the destination offers.

The overall sentiment score of 85.6 signals trust. The key message for the South African tourism industry is that the world is visiting South Africa and is leaving with a great impression.