SA Tourism: Russia & Brazil Boost Numbers as US Interest Wanes
South Africa Sees Tourism Shift as Russian and Brazilian Visitors Rise, US Numbers Fall
South Africa’s tourism sector is undergoing a significant transformation, with a notable increase in visitors from Russia and Brazil helping to offset a decline in American tourists. This shift, driven by a combination of geopolitical factors and economic considerations, is prompting a re-evaluation of marketing strategies within the country’s tourism industry.
The trend is particularly evident when looking at recent data. While the United States traditionally represented a significant source of tourism revenue for South Africa, numbers have been decreasing. Conversely, arrivals from Russia have surged, especially over the 2025 festive season, marking the highest increase of any single nationality.
According to StatsSA data released in January 2026, nearly four million travellers passed through South Africa’s ports of entry and exit in December 2025. While the US remained a top overseas market, the number of American visitors declined compared to the same period the previous year. A total of 3,962,073 travellers – including South African residents and foreign nationals – were recorded.
The weakening Rand, currently trading around 18.50 to the US dollar as of February 2026, is playing a key role in attracting tourists from countries with stronger currencies. This makes South Africa a more affordable destination for travelers from nations like Russia and Brazil.
The growing ties between South Africa and other BRICS nations – Brazil, Russia, India, China, Egypt, Ethiopia, Indonesia, Iran, and the United Arab Emirates – are also contributing to the change. Originally formed as an economic alliance, BRICS has expanded to include broader cooperation, including tourism initiatives. The addition of Egypt, Ethiopia, Iran, and the UAE in 2024 has broadened the potential for increased travel between member states.
Industry sources report a substantial rise in bookings from Russian travelers, particularly those seeking alternative destinations due to travel restrictions and geopolitical concerns elsewhere. Specific figures are still being compiled, but the increase is considered significant.
The shift in tourism patterns highlights the evolving dynamics of the global travel landscape and the importance of diversifying tourism markets. South Africa’s tourism sector is not simply recovering. it is actively rewriting its rules, adapting to new realities and forging new partnerships.
The changes come as South Africa navigates a complex global environment. The country is actively working to capitalize on the increased interest from BRICS nations and other emerging markets, while also addressing the decline in visitors from traditional sources like the United States.