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# South Africa's tourist count barely moved in September, but fewer of the big spenders came
- URL: https://www.businessbagel.com/south-africas-tourist-count-barely-moved-in-september-but-fewer-of-the-big-spenders-came/
- Published: 2026-10-30T02:45:00.000Z
- Updated: 2026-10-30T02:45:00.000Z
- Description: Stats SA counted about 835,000 tourists in September, close to last year's figure, but the overseas visitors who spend the most fell by more than a tenth.
- Author: Christian Maidman
- Tags: Economy, Business Bagel News

On the face of it September was a quiet month for tourism. Stats SA counted 835,380 tourists, just 1.3% fewer than a year earlier. That was about 17% below August, but last September is the fairer comparison, and against it the mix underneath moved more than the total did.

Stats SA counts tourists, meaning visitors who stay at least one night, and it warns that some ports of entry still have gaps in their data because of poor network coverage, so the figure may be an undercount.

Almost eight in ten came from elsewhere in the Southern African Development Community, the regional bloc of South Africa's neighbours. Mozambique and Zimbabwe sent about 180,000 each, and Lesotho was the standout, up almost 22% on a year ago. Three in four arrived by road, with Lebombo and Beitbridge the busiest crossings, and 97.5% of all September's tourists said they had come on holiday. EWN's reading is that the neighbours are what is keeping the year on track.

## The visitors who spend more

Overseas tourists count for more than their numbers suggest, because travellers from the region have traditionally spent less than visitors from further away. About 162,000 came from outside Africa in September, under a fifth of the total, and EWN reports that was 11% fewer than a year before. The US, the UK and Germany sent the most.

BDO, the professional services firm, has tried to put a price on that mix. Its report estimates South Africa missed out on R6.5 billion of foreign spending in 2025 by relying so heavily on regional visitors, and ranks the country below Morocco and Tunisia as the continent's most preferred destination.

## A charm offensive aimed at Lagos and Accra

The state's tourism marketer has a plan for the African side of the market. Earlier this month South African Tourism said it would spend millions on a campaign to win over travellers from Nigeria and Ghana, aimed at cities such as Lagos, Abuja and Accra. Business Day notes that South Africa has struggled with a reputation for being unwelcoming to other Africans, particularly after this year's wave of sentiment against undocumented immigrants. The agency's own research gives the campaign its starting point: South Africa, it said, ranks "poorly on all key travel attributes, except for wildlife."