Why French Travellers Are Hesitant to Return to South Africa

South Africa has been celebrating a strong rebound in international tourism, but one key market is still lagging behind: France. Despite being the country’s fourth-largest overseas source market, French arrivals remain more than 21% below pre-COVID levels, a gap that’s raising questions about what’s keeping travellers away.

Airfares Pricing Out Travellers

Between January and June this year, South Africa welcomed just under 63 000 French tourists, compared to over 80 000 during the same period in 2019. For many would-be travellers, the cost of getting here is a dealbreaker.

Although direct air routes between France and South Africa have largely resumed, ticket prices remain steep. For budget-conscious French tourists already squeezed by post-COVID inflation at home, the high cost of long-haul flights has made South Africa less accessible.

Cape Town-based tour consultant Peter Siljeur notes that independent travellers are returning, but group tourshistorically a big driver from Franceare still sluggish. “We would welcome collaboration with airlines to create more affordable and accessible airfares,” he says.

High Costs Reshape Itineraries

It’s not just the flights. Rising hotel rates, particularly in Cape Town, are reshaping how French visitors experience the country. André Laget, Managing Director of Akilanga, explains that tour operators are shifting itineraries away from long stays in the Mother City.

“Many operators are now designing shorter ‘north loop’ itineraries that focus on Johannesburg’s historical sites, safaris, and a briefer Cape Town stop,” Laget says. This adaptation helps travellers stay within budget but reduces the depth of their South African experience.

A Visibility Problem in France

Cost is one side of the challenge. The other is South Africa’s lack of visibility in the French travel market. Unlike competitors such as Mauritius or Thailand, which run sustained campaigns in French-speaking media and digital spaces, South Africa has been relatively quiet.

Tour operators and destination managers say this silence matters. “We need stronger promotion efforts in the French market, in collaboration with local travel trade partners,” says Thibault Jeannin of Terra Africa. “That includes sales tools and marketing content tailored to French-speaking audiences.”

Why This Matters

France may not be South Africa’s biggest source of international visitors, but it remains a crucial European market with long-standing cultural and travel ties. French travellers are known for favouring extended stays, cultural immersion, and multi-destination itinerariesspending habits that directly benefit local economies in provinces like KwaZulu-Natal, Limpopo, and the Western Cape.

If South Africa fails to win back this market, it risks losing share to destinations that are more visible, affordable, and aggressively marketed.

Public Reaction

On French travel forums and South African tourism groups, travellers are already voicing concerns. Some cite flight prices that are double what they paid pre-pandemic. Others note that Cape Town hotels, once seen as affordable luxury, now compete with Paris in price.

South African tourism insiders are equally frustrated. “We can’t afford to sit back,” one industry professional commented in a local travel group. “If we don’t market aggressively, the French will choose Portugal, Morocco, or Reunion Island instead.”

The Road Ahead

To rebuild momentum, experts argue that South Africa needs a coordinated push:

• Affordable airfares through airline partnerships

• Competitive accommodation packages

• French-language campaigns across traditional and digital platforms

• High-visibility exposure, from trade shows to international TV

The French market isn’t lost, but winning it back will take more than waiting for inflation to ease. It requires South Africa to actively sell itself as a destination worth the splurge.

Source:F1 Travel News

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