DURBAN — With nearly 66,000 arrivals recorded in 2025 and a remarkable recovery rate of 99% compared to pre-pandemic levels, Canada is now the eighth largest international market for South Africa.

No wonder South African Tourism is bullish on the Canadian market, with 2026 looking especially promising for the destination, as tourism execs noted at Africa’s Travel Indaba in Durban recently.

The Rainbow Nation remains a top long-haul destination for Canadian travellers, and is well positioned to reach new heights in 2026, said Justin Barnette, Director of Marketing and Communications for South African Tourism in North America.

“According to Oxford Economics, the number of Canadian arrivals in South Africa is expected to continue to grow, driven by a strong interest in immersive and experiential travel,” said Barnette.

“Our industry partners across Canada are seeing sustained demand from travellers seeking experiences related to wildlife, adventure, culture, food and wine, as well as the diverse and spectacular landscapes of South Africa.”

©Malik Cocherel

MULTI-FACETED ITINERARIES

At the 2026 edition of Africa’s Travel Indaba, the largest tourism trade show in Africa – with this year’s theme ‘Unlimited Africa: Growing Africa’s Tourism Economy’ – Barnette highlighted the major trends to come.

“We are seeing a growing interest in longer stays and multigenerational travel, with Canadians increasingly looking to combine safaris, urban experiences, wellness and coastal getaways in a single itinerary,” he said.

The Western Cape and Gauteng remain the most visited provinces by Canadian travellers. “These regions remain popular because they encompass many of South Africa’s iconic experiences, from the cosmopolitan character of the Cape and the nearby wine country to the urban energy, history and cultural experiences of Johannesburg, including the vibrant community of Soweto,” he explained.

CLUB MED COMING TO KWAZULU-NATAL

In 2026, other regions and provinces could also gain popularity with Canadians. KwaZulu-Natal, in particular, is preparing to welcome Club Med Tinley near Durban, in early July.

Pinky Radebe, head of public relations and communications at KwaZulu-Natal Tourism and Film, did not hide her enthusiasm for the arrival of the all-inclusive pioneer.

“The fact that an internationally recognized brand like Club Med has chosen KwaZulu-Natal to establish its very first all-inclusive resort in South Africa sends a very strong message about investor confidence in the province,” she said.

“This confirms that KwaZulu-Natal is increasingly recognized as a globally competitive tourism and leisure destination, capable of attracting significant international tourism investment.”

Radebe said she was confident that the arrival of Club Med Tinley – officially Club Med South Africa Beach & Safari – will attract more Canadians to the coastal province, renowned for both its safaris and its beaches bordering the Indian Ocean.

“We believe this will generate increased interest among Canadian travellers who may already be familiar with South Africa, but have not yet specifically explored KwaZulu-Natal,” she said.

“The province offers excellent opportunities for extended stays and multi-experience itineraries, whether travellers are interested in safaris, beaches, cultural tourism, hiking, golf, gastronomy or business events,” she added. “Canadians are increasingly seeking destinations that combine nature, culture, adventure, and upscale hotel experiences. KwaZulu-Natal is very well positioned in this niche.”

©Malik Cocherel

NEW AI ASSISTANT FOR TRAVEL ADVISORS

To allow for a better understanding of South Africa in all its diversity of cultures, landscapes and experiences, the North American office of South African Tourism recently launched Siyanda.

This AI-powered travel assistant was designed specifically for the North American market, in collaboration with Matador Network’s GuideGeek platform. It’s a timely tool, with AI increasingly used in the industry, and as travel advisors are gradually integrating digital tools into their work methods.

©Malik Cocherel

Available 24/7, Siyanda offers personalized inspiration and real-time assistance for planning trips entirely focused on South Africa. The assistant can support itinerary development, quickly answer client questions and enhance destination knowledge. It caters to a wide range of travel interests and budgets.

“It’s a tool that helps users explore everything related to safaris, wine tourism, culture, adventure and community experiences, while also serving as a useful resource for travel advisors to develop itineraries and respond to their clients’ requests,” Barnette explained.

Initial feedback about Siyanda “has been very positive,” added Barnette.

South African Tourism’s travel trade portal is here, and for info about the annual Africa’s Travel Indaba, click here.