Southern Africa is a region rife in reward for the adventurous spirit. From the thunder of Victoria Falls and the stillness of Lake Malawi to the lively rhythms of Gaborone and the mist rolling off Lesotho’s Maluti Mountains. Southern Africa, home to some of the world’s most diverse landscapes and cultures, is quietly becoming a festive season favourite. For holidaymakers seeking more than a traditional European escape, Southern Africa offers a mix of wildlife, wellness and cultural immersion, delivering an experience that feels both adventurous and authentic.
Tourism’s economic heartbeat
Tourism is a cornerstone of economic resilience for the Southern African Development Community (SADC) region. The sector directly contributed around 2.8% (US$19.4 billion) to the SADC’s GDP in 2017, rising to 8% (US$56 billion) when indirect and induced impacts are included. It supported more than 6.3 million jobs across the region that year.
While the pandemic brought the industry to a near halt, recovery has been steady, with the SADC Tourism Programme 2020–2030 developed to fast-track sustainable growth, and governments having introduced simplified visa processes and cross-border initiatives that encourage multi-destination travel. With tourism projected to account for 58% of Africa’s total by 2027, the region is reshaping itself as a hub for immersive journeys rather than one-off attractions.
A key part of this transformation is the development of Transfrontier Conservation Areas (TFCAs), which are cross-border ecological zones that protect biodiversity while promoting conservation-focused travel. These are especially popular with Gen Z travellers who value meaningful and ethical experiences over traditional sun-and-sand holidays.
Discovering Southern Africa’s hidden gems
While destinations such as Kruger National Park and Victoria Falls remain global icons, it is the region’s lesser-known corners that are beginning to shine.
Lesotho’s capital, Maseru, once regarded as a stopover, has become a cultural waypoint where travellers discover artisan markets, local music and a growing food scene. “Maseru often surprises our guests,” adds Avani Maseru Hotel GM, Letsotso Mohasoa. “Many arrive expecting the city to be just a springboard into the Maluti Mountains, but they leave talking about the vibrancy of the markets, the local art scene, and the warmth of the people they meet.”
Avani Maseru provides a convenient base for exploring Maseru’s hidden corners. Guests can step out to local markets, cafés and galleries, or simply enjoy views of the Caledon River and surrounding gardens. It’s the kind of place where travellers often discover the unexpected rhythms of the city while having a quiet spot to recharge between adventures.
Botswana’s capital, Gaborone, is also shaking off its reputation as a purely business hub, revealing vibrant arts, culinary hotspots and a sense of urban rhythm that connects seamlessly to nearby reserves.
In Zimbabwe’s Eastern Highlands, rolling green hills and tea estates provide a tranquil counterpoint to the safari circuit. And in Malawi, Lake Malawi’s clear waters and pristine beaches remain one of Africa’s most underrated treasures.
These destinations align with changing traveller behaviour. Booking cycles are now shorter (often just three months in advance) and visitors are increasingly looking for layered itineraries. In fact, in 2023, 58% of South Africa’s wildlife tourists were over 35, up from 48% pre-pandemic, and Europeans are now more likely to travel as couples than solo, signalling a shift toward shared experiences.
Hospitality as curator of experience
This evolution in tourism has changed the role of hotels and resorts. They are no longer just places to stay, but curators of experiences that connect visitors to the culture around them.
“In Gaborone, our guests often explore the city’s vibrant food scene, sampling traditional dishes like seswaa and bogobe at local eateries. They also delve into the arts, visiting the National Museum & Art Gallery to experience Botswana’s rich heritage,” says Willem Van Heerden, General Manager at Avani Gaborone Resort & Casino. “For those seeking adventure, the nearby Mokolodi Nature Reserve also offers game drives and rhino tracking, providing a taste of the country’s wildlife without venturing far from the city.”
With SADC countries investing in sustainable tourism and opening access to hidden gems, the region is geared to offer festive season travellers both luxury and meaning. From cultural waypoints to untouched natural landscapes, these destinations provide opportunities for deeper engagement with local communities, wildlife and heritage. And, for those willing to explore beyond the familiar, Southern Africa promises experiences that are immersive, authentic and memorable, making it a compelling choice for this year’s festive season.
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