South Africa’s Black Friday 2025 proved to be a major boost for the tourism industry, with spending in the travel sector reaching R1,090,756 in a single day. The impressive performance reflects the strong demand for both luxury and essential travel, as thousands of South Africans booked trips for the upcoming holiday season.
Online consumer activity surged dramatically this year, with an 80% increase in digital travel spending compared to Black Friday 2024—highlighting a renewed enthusiasm for travel and a major shift toward digital booking platforms.
Luxury and International Travel Lead Consumer Interest
Premium holiday packages stood out as the top sellers during the Black Friday travel rush.
Popular destinations included:
- Cape Town
- Kruger National Park
- Dubai
- Bali
- Mauritius
Travelers showed a strong preference for five-star hotels, personalized itineraries, private safaris, and curated experiences, contributing to the rise of high-end tourism.
Cape Town remained a favorite for its scenic beaches, Table Mountain views, wine estates, and multicultural attractions, while safari tourism also spiked—particularly luxury lodge stays and exclusive wildlife experiences.
International travel demand rose sharply as well.
- Dubai attracted visitors with its luxury shopping, desert safaris, and iconic skyscrapers
- Bali appealed to travelers looking for active and nature-focused itineraries
- Mauritius remained a top choice for families and honeymooners seeking luxury beachfront stays
Digital Payments and Mobile Bookings Drive New Travel Patterns
This year marked a major shift in consumer behavior, with an 80% increase in online transactions reported by Peach Payments.
Platforms such as Booking.com, Expedia, and Travelstart benefited from demand for:
- Instant discounts
- Holiday packages
- Flexible payment options
- Easy comparisons of accommodations and activities
Consumers are increasingly mobile-centric, using smartphones to research, book, and pay for travel—indicating a permanent transformation in the way South Africans plan holidays.
Tourism Boost Supports South Africa’s Economic Recovery
The surge in bookings comes at a crucial time, as South Africa continues its post-pandemic economic recovery. As one of the largest contributors to GDP, tourism plays a vital role in:
- Job creation
- Local business stimulation
- Increased foreign revenue
- Strengthened consumer confidence
Industry analysts believe the sector has strong growth potential, especially as domestic and international travel continue to rebound. Tourism boards are encouraged to develop long-term strategies to support year-round bookings and expand infrastructure.
Travel Agencies Report Strong Black Friday Results
Major travel agencies experienced significant revenue spikes during the sales period:
- Flight Centre recorded more bookings for long-haul flights to destinations such as Dubai, New York, and London
- Thompsons Holidays reported higher demand for holiday packages to Mauritius, Seychelles, and Zanzibar, aided by discounts of 20% to 50%
The rising volume of overseas bookings suggests that many South Africans are ready to travel internationally again, some for the first time since the pandemic.
Looking Ahead
Given the exceptional performance during Black Friday 2025, experts predict continued growth in the tourism sector—especially for luxury and experiential travel supported by digital-first booking trends.
As travel demand accelerates and confidence continues to rise, tourism remains one of South Africa’s strongest engines for economic recovery and cultural exchange.