TOURISM NEWS - South Africa has been ranked among the world’s top five luxury travel destinations in the inaugural Roxstar Luxury Travel Trends Report 2025.
The analysis, based on Roxstar bookings between 2022 and 2025, highlights the destinations most favoured by the members of Roxstar Luxury Travel.
Top 5, ranked in order of popularity, consists of:
- United States of America
- United Arab Emirates
- Maldives
- South Africa
- France
“South Africa holds a special place in the hearts of luxury travellers,” said Roxy Robinson, Founder of Roxstar Luxury Travel.
“Few destinations offer such a compelling mix. Cape Town combines vibrant urban culture with some of the world’s most beautiful natural scenery, while our safari lodges in the north provide complete escape. This dynamic blend continues to draw the world’s wealthiest visitors to our shores.”
Among the most popular properties booked by Roxstar’s clientele are the Belmond Mount Nelson (owned by luxury group LVMH), Cape Town’s One&Only, and safari icons such as Singita, Londolozi and Cheetah Plains.
Singita game drive.
Travellers are also seeking curated experiences. Private safaris with photographic guides, exclusive tastings in the Cape Winelands, bespoke township tours and after-hours access to cultural attractions all feature prominently on itineraries.
On the culinary front, Cape Town’s La Colombe and FYN lead as the country’s most booked restaurants. “Our chefs are world-class,” Robinson added. “They can stand proudly alongside international names from Nobu Malibu to Michelin-starred institutions like Le Cinq and Guy Savoy in France.”
While South Africa continues to perform strongly, Robinson cautioned that global competition is intensifying. Enquiries and future reservations point to Saudi Arabia, Antarctica, Patagonia and Japan as fast-emerging challengers. On the African continent, Namibia, Mozambique, Rwanda and Uganda are also attracting increased interest.
“The fact is, South Africa cannot afford to rest on its laurels,” Robinson said. “The Middle East is investing heavily in luxury tourism, with Dubai in the process of developing a Vegas-style mega-project called "The Island" on Jumeirah Coast, featuring iconic Las Vegas hotels MGM Grand, Bellagio, and Aria, and a smaller version of the Vegas Sphere entertainment attraction.
"While it won't have a casino at the island development itself, the UAE has issued its first gaming license to Wynn Resorts for a multi-billion dollar project in neighboring Ras Al Khaimah, which is also designed to attract high-net-worth visitors. Saudi Arabia’s Red Sea project alone promises an eco-conscious luxury destination with more than 50 hotels and 1,000 residences on completion.”
La Residence. Photos: Supplied
At the same time, African competitors are positioning themselves as pristine nature escapes, tapping into global demand for rest, wellness and sustainability. In fact, wellness increasingly emerges from the data as a marker of status, and new ventures centred on this theme will thrive.
“South Africans can take pride in the country’s endurance as a go-to luxury destination,” Robinson concluded.
“To maintain this position, we need to tap into wellness as a greater focus of our tourism offering. Luckily, we have the natural attributes to take advantage of the trend. It is a testament to the splendour of our natural endowment that we continue to attract the world’s wealthiest travellers despite our challenges. But this should also spur us to act. With safer cities and stronger infrastructure, the potential for tourism-led job creation and growth is extraordinary.”
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