Unlocking Latin America’s Potential: A Bright Future for South Africa’s Tourism Market

The Growing Latin American Market: A Gateway to South African Tourism

As South Africa navigates the post-pandemic world of tourism, a new and increasingly important market is emerging: Latin America. Specifically, Brazil, with its vast population and growing interest in South Africa’s offerings, is becoming a top player in the inbound tourism industry.

From January to May 2025, tourist arrivals from Central and South America have surged by 16.6% compared to the previous year. This shift is being keenly felt by South African inbound operators, with families, free independent travellers (FITs), and incentive groups seeking to explore what South Africa has to offer.

Brazil’s Rising Interest

Brazilian travellers have long been drawn to South Africa’s world-class wildlife, scenic landscapes, and cultural richness. Operators have noted a steady flow of Brazilian tourists throughout the year, free from the typical seasonal fluctuations. The demand is strong across several tourism segments, and Brazilian clients have unique preferences when it comes to travel logistics.

Suzanne Benadie, Sales Director at Sense of Africa, explains that Portuguese-speaking guides are an essential requirement for Brazilian travellers, as is a focus on excellent food, wine, and vibrant nightlife experiences. For these tourists, locations such as Nelson Mandela Square and the Cape Town Waterfront are top of mind, with leisure time for shopping an important part of their itineraries.

Cultural Ties and Emotional Journeys

For many Brazilians, their connection to Africa runs deeper than just a curiosity for safaris. André Laget, Managing Director of Akilanga DMC & Events, has worked with the Brazilian market for over two decades and notes the emotional bond that Brazilians feel with the continent. Unlike traditional safari tourists who view their journey as a luxury or checklist experience, Brazilian travellers seek deeper, more meaningful engagements.

“They are not just looking for a safari. They want to connect with the land, the culture, and the people,” says Laget. This desire for cultural immersion has led to a shift in travel preferences post-pandemic. Brazilian travellers now favour exclusive experiences—private tours, boutique lodges, and customized itineraries that include not just wildlife, but cultural exploration, culinary delights, and authentic human connections.

Meeting the Demand: What Needs to Change?

As the demand from Brazil grows, there are several key areas that need attention to fully capitalize on this opportunity. One of the primary challenges is the lack of Portuguese-speaking staff in the tourism industry. Operators also cite the limited availability of Portuguese signage and the repetitive food options in more remote regions of South Africa, which can be off-putting for Brazilian visitors accustomed to a rich culinary culture.

To better meet these needs, Laget suggests a more creative approach to storytelling, especially when it comes to arts and culture in cities like Johannesburg. “Brazilians respond strongly to human connection,” he explains. “Whether it’s meeting a local winemaker, engaging with an artist, or connecting with community leaders, these personal experiences add soul to their trip.”

Beyond language and cultural barriers, infrastructure issues such as air access and the visa process continue to be hurdles. Laget recommends focusing on partnerships between South African operators and Brazilian media influencers, along with targeted marketing campaigns, to build a stronger connection and offer more tailored experiences to Brazilian tourists.

The Path Forward: Tapping into Long-Term Growth

South Africa’s tourism stakeholders are optimistic about the long-term potential of the Latin American market, particularly Brazil. However, to sustain and grow this demand, operators must address both the practical and cultural gaps that exist. Direct flights, a skilled pool of Portuguese-speaking guides, and consistent product training will be critical to meeting the expectations of these international visitors.

“We see Brazil as a market with great long-term growth potential,” says Benadie. As South Africa works to diversify its source markets, Latin America stands out as an emerging and promising destination, with the opportunity to tap into a wealthy, experience-driven market that is eager for authentic, immersive travel.

By investing in better infrastructure, enhancing cultural storytelling, and developing strong partnerships, South Africa can unlock the vast potential of the Latin American market, ensuring its place as a sought-after destination for travellers from across the globe.

Source:Tourism Update 

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com