Exploring the Indian travel market
KwaZulu-Natal landscapes
Image: Supplied
AS South Africa seeks to enhance its tourism landscape, the focus has shifted towards travellers from Indian.
New research from South African Tourism’s Analytics and Insights Unit sheds light on how the reason for travel and the company you keep directly influence where Indian visitors go, what they do, and how they plan their trips.
The comprehensive study by South African Tourism digs deep into the changing behaviours of Indian tourists. It explored the changing behaviours and preferences in the Indian travel market, as part of a broader study aimed at gaining deeper insights into this key market.
From multi-generational family holidays prioritising safety and scenery to friend getaways centred on adventure and flexibility, the report highlights a market that is dynamic, adaptable, and ripe for tailored travel experiences.
Occasion-based travel is a growing trend, with many Indian consumers customising their plans depending on the group they’re travelling with, be it a partner, family, or friends.
When it comes to family travel, planning is done well in advance to align with school holidays, and coordinate with extended family or friends. The focus shifts toward destinations that are scenic, safe, and engaging for all ages, with parents actively seeking activities that balance relaxation with inspiration for kids.
The SA Tourism’s departure survey shows that Indian travellers generally book within one month of travel.
For Indian travellers it is not just about the destination; it's about curating the right trip for the right people at the right time.
When travelling with family or in larger groups, travellers often prioritise shared spaces like villas or Airbnbs that offer common areas to relax and connect. In smaller family units, hotels with convenient amenities such as breakfast and housekeeping are preferred.
Last year, there were over 75 500 arrivals from India to South Africa. Travel from India peaked in May last year, with 11 695 arrivals, which was double the average arrivals.