In 2024, South Africans are traveling less internationally but are increasingly purchasing from global online platforms.
Data from Discovery Bank reveals shifting consumer trends, with travel spending stabilizing post-pandemic while e-commerce transactions surge.
Key Travel Trends for South Africans
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Top international destinations: UK, Mauritius, Australia, US, and UAE.
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Travel costs rise: Despite fewer trips, spending per trip has increased.
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Discovery Bank savings: Clients saved over R700 million on flights, car hire, and accommodation via Vitality Travel.
Spending Habits: Affluent vs. Mass Market
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High-net-worth individuals spend 3% more on travel and 1% more on dining than the national average.
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Everyday affluent consumers prioritize dining and takeout, spending slightly less on travel.
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Mass market segments focus more on essentials (groceries, fuel), with 4-5% less spent on travel and retail.
Regional Differences in Spending
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Coastal cities (Cape Town, Durban): More diverse social spending.
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Inland cities (Bloemfontein, Gqeberha): Higher spending on food and fuel, less on travel and dining.
Domestic Travel: Steady Demand, Rising Costs
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Top local destinations: Cape Town, Johannesburg, Durban.
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Flight price hikes: 4-13% increase on major routes (except Cape Town-George, down 13%).
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Cheapest flight days: Midweek (Tues-Wed) typically offer better deals.
International Visitors Boost SA Tourism
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Top tourist sources: USA, Germany, UK, Canada, UAE.
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Cape Town remains #1 for foreign visitors, who stay 17 days on average.
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Peak seasons: Most arrive in warmer months, except UAE travelers who visit in winter.
Why South Africans Are Shopping More Online
While international travel slows, cross-border e-commerce grows, with online spending surpassing in-store purchases abroad. This shift reflects changing consumer priorities—convenience and value over physical travel.
Key Takeaways
- Travel is costlier but recovering post-pandemic.
- Affluent South Africans still prioritize travel & dining.
- Domestic tourism remains strong, especially in Cape Town.
- Online shopping from global platforms is rising.
For smart travel savings, Discovery Bank’s Vitality Travel offers discounts on flights, hotels, and car rentals—helping South Africans explore more for less.
