sa tourism industry

Travel, Tourism & Hospitality

Tourism in South Africa - statistics & facts

The effects of the covid-19 pandemic, a higher domestic tourist spending, increasing accommodation availability and dropping occupancy rate, key insights.

Detailed statistics

Absolute economic contribution of tourism in Tunisia 2014-2029

International tourist arrivals in Africa 2020, by country

Number of countries with visa free access to South Africans 2010-2022

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Number of overnight tourists in South Africa from 2012 to 2021

Available hotel rooms in South Africa 2000-2021

Occupancy rate of hotels in South Africa by stars 2012-2022

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Recommended statistics

• Basic Statistic Passport visa free score in Africa 2023, by country
• Premium Statistic Visa openness index in Africa 2021, by indicator
• Basic Statistic Number of countries with visa free access to South Africans 2010-2022
• Premium Statistic International tourist arrivals in Africa 2020, by country

Passport visa free score in Africa 2023, by country

African passports with visa free access to other countries as of January 2023

Visa openness index in Africa 2021, by indicator

Leading countries according to visa openness in Africa as of 2021, by indicator

Number of countries with visa free access to South Africans from 2010 to 2022

Ranking of the international tourist arrivals in Africa by country 2020 (in millions)

Economic contribution

• Basic Statistic Contribution of travel and tourism to GDP in South Africa 2005-2021
• Basic Statistic Value added of travel and tourism to GDP in South Africa 2019-2021
• Basic Statistic Tourism direct gross value added in South Africa 2015-2021
• Basic Statistic Tourism direct gross value added in South Africa 2021, by industry
• Basic Statistic Total contribution of travel and tourism to employment in South Africa 2019-2021

Contribution of travel and tourism to GDP in South Africa 2005-2021

Contribution of travel and tourism to Gross Domestic Product (GDP) in South Africa from 2005 to 2021

Value added of travel and tourism to GDP in South Africa 2019-2021

Contribution of travel and tourism to Gross Domestic Product (GDP) in South Africa from 2019 to 2021 (in billion U.S. dollars)

Tourism direct gross value added in South Africa 2015-2021

Direct gross value added of the tourism industry in South Africa from 2015 to 2021 (in million South African rand)

Tourism direct gross value added in South Africa 2021, by industry

Tourism direct gross value added in South Africa in 2021, by industry (in million South African rand)

Total contribution of travel and tourism to employment in South Africa 2019-2021

Number of jobs in the travel and tourism sector in South Africa from 2019 to 2021 (in millions)

Inbound and outbound tourists

• Premium Statistic Number of international tourist arrivals in South Africa 2014-2029
• Basic Statistic Number of tourists arriving in South Africa from 2011 to 2022, by mode of travel
• Basic Statistic Number of tourists arriving in South Africa from 2014-2022, by purpose of visit
• Basic Statistic Total traveler departures from South Africa 2014-2022
• Basic Statistic Number of foreign traveler departures from South Africa 2014-2022

Number of international tourist arrivals in South Africa 2014-2029

Number of international tourist arrivals in South Africa from 2014 to 2029 (in millions)

Number of tourists arriving in South Africa from 2011 to 2022, by mode of travel

Number of tourists arriving in South Africa from 2011 to 2022, by mode of travel (in 1,000s)

Number of tourists arriving in South Africa from 2014-2022, by purpose of visit

Number of tourists arriving in South Africa from 2014 to 2022, by purpose of visit (in 1,000s)

Total traveler departures from South Africa 2014-2022

Total number of traveler departures from South Africa from 2014 to 2022 (in 1,000s)

Number of foreign traveler departures from South Africa 2014-2022

Number of foreign traveler departures from South Africa from 2014 to 2022 (in 1,000s)

Tourism expenditure

• Basic Statistic Foreign tourism visitor spending in South Africa 2009-2021
• Basic Statistic Foreign tourism visitor spending as a share of exports in South Africa 2009-2020
• Basic Statistic Share of domestic and international travel spending in South Africa 2019-2020
• Basic Statistic Tourism expenditure in South Africa 2019-2021, by type
• Premium Statistic Expenditure per capita on international tourism in South Africa 2001-2029
• Premium Statistic International tourism receipts per capita in South Africa 2001-2029

Foreign tourism visitor spending in South Africa 2009-2021

International visitor spending in South Africa from 2009 to 2021 (in billion U.S. dollars)

Foreign tourism visitor spending as a share of exports in South Africa 2009-2020

International visitor spending as a share of total exports in South Africa from 2009 to 2020

Share of domestic and international travel spending in South Africa 2019-2020

Share of domestic and international expenditure in the sector of travel and tourism in South Africa in 2019 and 2020

Tourism expenditure in South Africa 2019-2021, by type

Distribution of tourism expenditure in South Africa in 2019 and 2021, by type

Expenditure per capita on international tourism in South Africa 2001-2029

Expenditure per capita on international tourism in South Africa from 2001 to 2029 (in U.S. dollars)

International tourism receipts per capita in South Africa 2001-2029

International tourism receipts per capita in South Africa from 2001 to 2029 (in U.S. dollars)

Hotels and accommodation

• Premium Statistic Monthly number of foreign overnight visitors in South Africa 2022
• Premium Statistic Available hotel rooms in South Africa 2000-2021
• Premium Statistic Occupancy rate of hotels in South Africa from 2000 to 2021
• Premium Statistic Income generated from tourist accommodation in South Africa 2016-2023
• Premium Statistic Monthly income from tourist accommodation in South Africa 2019-2023

Monthly number of foreign overnight visitors in South Africa 2022

Monthly number of foreign overnight arrivals in South Africa from January to December 2022

Number of available hotel rooms in South Africa from 2000 to 2021

Occupancy rate of hotels in South Africa from 2000 to 2021

Occupancy rate of rooms in hotels and similar establishments in South Africa from 2000 to 2021

Income generated from tourist accommodation in South Africa 2016-2023

Total income generated from tourist accommodation in South Africa from 2016 to 2023 (in million South African rand)

Monthly income from tourist accommodation in South Africa 2019-2023

Monthly income generated from tourist accommodation in South Africa from January 2019 to December 2023 (in million South African rand)

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South Africa’s Tourism Industry: Next Stop, Recovery?

By Devon Maylie

Tourism business Zulu Nomad expected 2020 to be a banner year as it prepared to launch a digital marketplace to connect small businesses in Southern Africa with international travelers. Then, COVID-19 hit.

“We’ve had to put plans on hold, but we also have to keep an eye on the future beyond COVID-19,” said Zulu Nomad founder Phaka Hlazo. “That’s what we’re also telling other small businesses so that we can come out of this.”

For most tourism businesses in South Africa—from hotels and lodges to guides and transport firms—a   global tourism shutdown has dried up revenues for the foreseeable future, though fixed costs remain. In South Africa, tourism generates 740,000 direct jobs and more than 1.5 million indirectly. Small businesses make up around 80 percent of the travel and tourism industry. Many of them are on the brink.   

Of course, South Africa’s tourism industry isn’t alone. Tourism accounts for 7.1 percent of Africa’s GDP and contributes $169 billion to the continent’s economy. The World Travel and Tourism Council estimates 100 million tourism-related jobs have already been lost globally, including nearly eight million in Africa, due to the COVID-19 crisis.

Many tourism sector businesses will not survive; others are adapting the best they can.

For example, Hlazo has delayed the launch of Zulu Nomad’s digital marketplace by several months and began running webinars for tourism colleagues so she can continue helping the industry prepare for a more digital future.

“We realize there’s no opportunity to monetize anything at all now right now,” Hlazo said. “But we all need to understand the opportunities for when the economy recovers and travel restrictions are lifted, so as a collective we can hit the ground running.”

Data for Impact

A survey published in April by South Africa’s Department of Tourism, the Tourism Business Council of SA, and IFC revealed the anguish of South Africa’s tourism sector. Of the survey’s 1,600 respondents, 58 percent said they couldn’t make their loan repayments in March, while 54 percent said they couldn’t cover their fixed costs. Half said they were forced to slash wages for more than half of their staff.

Collecting data through surveys is a critical first step to help the industry understand the effects of COVID-19 on tourism businesses—and then to respond with targeted solutions. IFC will conduct two more surveys in South Africa in the next 12 months with the tourism sector.

“The sector must consider a long-term roadmap to move through recovery, and a sector re-boot that sets it back on a path to growth – and not just back on the pre-COVID-19 path,” said IFC Country Manager for South Africa, Adamou Labara. “There is an opportunity here to re-position South Africa in a new global economy – as a resilient destination.”

Across sub-Saharan Africa, IFC is working with existing partners in the tourism sector to help them navigate the immediate crisis and plan for recovery. In Ethiopia and Zimbabwe, IFC helped establish a dedicated communications platform to provide clear messaging to consumers about the preparedness of the destinations – and build trust with the travel trade to enable a better recovery.

In Côte d’Ivoire, IFC is supporting SMEs in the hospitality supply-chain to adapt their business models to survive the next 12 months. In Rwanda, IFC is supporting the development of the domestic and regional tourism markets, for greater resilience of the sector.

Meanwhile, In South Africa and elsewhere in the region, IFC is discussing how it can apply some of its global $8 billion fast-track financing to support private-sector clients to sustain economies and protect jobs during this unprecedented global crisis.

Preparing for Recovery

For Jabu Matsilele, who runs Johannesburg-based Buja Tours and Safaris with his wife and cousin, communication and creative solutions will underpin the rebuilding phase, which he hopes comes soon: the dozens of drivers and tour guides the company contracted prior to COVID-19 are now all out of work.

Matsilele said he regularly sends WhatsApp messages to clients in key markets in the Middle East, Turkey and India, reminding them of the beauty of South Africa and encouraging everyone during this time to look to the future. He also negotiated a postponement of some pre-booked trips to avoid cancellations. A credit holiday with some of the business financiers has also helped.

“The moment you sleep you don’t know what tomorrow will bring. It’s all about hoping,” said Matsilele.

Exactly when and how international travel will resume are unknown, but tourism businesses in South Africa and elsewhere are banking on pent-up domestic demand to restore their reeling industry once it’s safe—and permitted—to operate.

Published June 2020

SA tourism sector goes from strength to strength

South Africa’s tourism sector continues to exhibit strong recovery post-COVID-19, with the first half of 2023 recording more than 4 million tourist arrivals.

This is a significant increase from the 2.3 million tourist arrivals between January and June 2022.

The total number of tourist arrivals to South Africa between January and June 2023 showed a 78.2% surge in the first half of 2023 when compared to the same period in 2022.

“There has also been a substantial increase across all regions in the same period. Although the current growth demonstrates signs of recovery, we are still operating at 80% of our pre-pandemic capacity. In 2019 South Africa welcomed more than 5 million tourists between January and June,” Tourism Minister Patricia de Lille said.

De Lille said the African region continues to bring the largest share of tourist arrivals to the country.

“We are pleased with the number of visitors that our country continues to receive from the rest of the African continent. This is a testament to the marketing efforts that we have implemented to attract tourists from this region. 

“Africa remains a key source market for us, and we are committed to collaborating as a tourism sector to make sure we welcome visitors from this region and that we cater for their needs and preferences.

“Beyond the African continent, South Africa has welcomed more visitors from other regions too. These robust figures showcase South Africa’s charm and attractiveness as well as the work that we are doing in marketing South Africa as a tourist destination of choice,” de Lille said.

De Lille said the substantial increase, particularly from Australasia and Asia, reflects the global trend towards post-pandemic travel recovery. 

“We are growing stronger each day and we are determined to pass pre-COVID-19 arrival numbers. South Africa is open for tourism, and we are ready to welcome more tourists from across Africa and the globe to experience our diverse cultures and heritage.

“I wish to express my deepest gratitude to all travellers who chose to explore our country and contributed to the tourism sector’s growth and to our economy. The support of travellers, both domestic and international, has played a crucial role in revitalizing our economy and restoring the vibrancy to our tourism sector.

“I also wish to thank the tourism private sector across the country for all your hard work to grow our tourism offering, promote South Africa as a must-see destination and for your amazing hospitality in welcoming and hosting our visitors,” the Minister said.

South Africa was recently honoured by readers of the UK’s Telegraph Travel publication with the title of "Best Country" while Cape Town claimed the coveted title of "Best City in the World”. – SAnews.gov.za  

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We are committed to growing our visitor economy to $12.8 billion by 2030. Tourism is an important driver of our state’s economy. Much of the economic benefit it brings to the state, flows to regional communities and it has a positive impact on other industries such as agriculture, wine, retail, education, real estate and transport. We work closely with our tourism industry to realise the opportunities for our state that are outlined in the South Australian Visitor Economy Sector Plan .

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Minister Patricia De Lille unveils latest tourism statistics for South Africa

Good day, goeie more, sanibonani

Ladies and gentlemen, welcome to this exhilarating media briefing where we'll unveil the latest tourism statistics for South Africa, showcasing our country's resurgence in the international travel market!

Our data is sourced from reliable authorities such as the Department of Home Affairs, which collects information from all ports of entry on a monthly basis.

Stats SA refines this data in line with international standards and classifications to subset the tourists.

SA Tourism, the entity of the Department of Tourism, carries out a monthly survey involving departing foreigners at OR Tambo & Cape Town International Airports, and from 12 border posts with the most arrivals.

The arrivals data from StatsSA is used to weight the survey data for quantification of trip characteristics such as length of stay, spend, purpose of visit etc.

This enables us to estimate international tourism's contribution & value from a demand-side. In summary, the arrivals data we present is the same with Stats SA data.

The SA Tourism entity, under the Department of Tourism’s departure survey stands as the only official survey in the country capable of measuring these statistics.

This departure survey has undergone the Stats SA process of quality certification, the South African Statistical Quality Assessment Framework (SASQAF).

The pandemic undoubtedly left a dent in the tourism industry, but we're back, stronger than ever, and geared to catapult our inbound tourism numbers beyond pre-COVID levels.

Achieving this monumental goal requires a united front: government, private sector, and all tourism stakeholders joining forces to redefine the travel experience in our beloved country.

As the world reawakens, tourists are flocking back to South Africa, enticed by our unparalleled natural beauty and the warmth of our people.

We are broadcasting a clear message: South Africa is open for tourism, welcoming business, and eagerly awaiting travellers from across Africa and the globe.

2022 heralded a resurgence, with nearly 5.8 million visitors gracing our shores, including 4 million from Africa. This stunning 152.6% increase from 2021 is just the beginning.

We're not quite at the 10 million arrivals of 2019, but rest assured, our tireless collaboration with the private sector and Africa will take us there and beyond in no time.

Latest Statistics: Quarter 1: January to March 2023

Now, for the big reveal: international arrivals to South Africa for Q1 (January to March 2023).

An impressive 2.1 million visitors, a 102.5% increase compared to the same period in 2022. While still 21.5% lower than 2019 levels, we're gaining ground rapidly.

The African continent led the way again with 1.6 million arrivals, followed by Europe's 387 000 and the Americas' 104 000 visitors.

The world is rediscovering South Africa, and together, we'll not only reach, but surpass pre-COVID numbers.

Our determination and unity will light the way to a brighter future for South African tourism.

From a domestic perspective, we have seen an incredible resilience with Q1 2023 performance surpassing pre-pandemic levels and those of Q1 2022.

Foreign Spend and Tourism Impact

In the first quarter of 2023, foreign direct spend soared to an astounding R25.3 billion, marking a 143.9% increase compared to Q1 of 2022.

Tourists from Europe contributed the most spend of R10,8 billion, followed by Africa with a collective spend of R9,3 billion.

The overall foreign spend figure for quarter 1 this year is tantalizingly close to the R25.6 billion spent between January and March 2019 and showcases the industry's unwavering resilience.

We witnessed remarkable growth in spending from our Zimbabwean and Mozambican visitors, with Q1 2023 figures reaching R4.4 billion (50% above 2019 performance) and R1.1 billion (12% above 2019 performance) respectively.

However, spend from UK visitors dipped by 27% to R3.2 billion, while visitors from the USA contributed a robust R2.6 billion, surging 28% above 2019 performance.

A significant driver of these remarkable figures is as a result of lifting of travel restrictions and affordability.

After two years of restrictions and confinement, travellers are eager to explore wide-open spaces, and South Africa offers these in abundance.

Top Source Markets and Travel Trends

In Q1 (January to March 2023, Zimbabwe maintained its reign as South Africa's top source market, a trend consistent since 2019.

Over 500,000 Zimbabwean travellers journeyed to South Africa between January and March 2023, compared to 643 000 in the same period in 2019 and 173 000 in 2022.

Mozambique followed as the second-largest source market, boasting over 354 000 arrivals between January and March 2023.

Next in line were Lesotho and Eswatini, taking the third and fourth spots, respectively.

The United Kingdom claimed the fifth position, with more than 118 000 arrivals in South Africa between January and March 2023, a decrease from 135 000 in 2019.

Germany, USA, Botswana, Namibia, and the Netherlands round out the top 10 source markets for travellers to our country.

Across the board, we've seen a 102% surge in total arrivals from 2022 to 2023 during Q1, reflecting South Africa's attractiveness to international visitors.

The number of bed nights has also recovered in Q1 2023 but not to the Q1 2019 levels.

Total bed nights amounted to 28.4 million in Q1 of 2023, this being a 3% decline over Q1 2019 but a remarkable 124% increase over Q1 2022.

Another promising trend is the 11% increase in the average length of stay in Q1 2023 compared to 2022.

Visitors are spending more time exploring South Africa, with the average stay reaching 13 days in Q1 2023, surpassing the 11-day average in 2019.

These numbers showcase South Africa's undeniable magnetism and the vitality of our tourism industry as we continue to welcome travellers from around the globe with open arms.

Geographical Spread and Travel Destinations

South Africa offers a diverse range of captivating destinations for travellers, with Gauteng taking the lead in international arrivals, spend and bed nights.

International visitors tend to spend most of their nights in the Western Cape, followed by Gauteng. The Eastern Cape, Northern Cape, KZN, and the North West also draw tourists to their unique charms.

While smaller provinces currently see fewer visitors, we encourage tourists to explore these hidden gems, as they too boast unparalleled beauty and value.

South Africa's diverse landscape promises a treasure trove of unforgettable experiences for travellers seeking adventure and discovery across our magnificent country.

South Africa vs. Other Long-Haul Destinations and Global Trends

South Africa's tourism industry has demonstrated remarkable resilience and growth, outshining other popular destinations like China, France, Italy, and Brazil.

Despite a 44.3% drop in arrivals in 2022 compared to 2019, our nation achieved an outstanding 141.9% increase compared to 2021.

The global landscape has posed challenges, including inflation, rising energy prices, and the Russia-Ukraine conflict, leading to economic constraints worldwide.

As a result, we must market ourselves more aggressively and exploit all avenues to expand our reach in major source markets like Africa, Europe, China, the USA, the UK, and India.

South Africa offers travellers unparalleled beauty and affordability, making it an irresistible destination.

Embracing travellers from every region is essential, with a particular focus on Africa. Destination marketing trends emphasize eco-friendly activities and accommodations, as well as inclusivity for the LGBTQI+ community.

Collaboration with local businesses, cultural organizations, and community groups is key to creating accessible and diverse tourism experiences.

Air Access and New Routes

Air capacity has risen since last year, with a 56% increase in Q1 2023 compared to the same quarter in 2022. In 2023, we reached 1.8 million seats, and South Africa welcomed around 23 new routes.

New direct flights, such as Cape Town to New York and Washington by United Airlines, Air China's resumed direct flight to South Africa.

The upcoming LATAM flight from Brazil to OR Tambo International Airport, contribute to our nation's appeal. South African Airways' expansion into various African markets further boosts our attractiveness.

In terms of aviation supply, seats from the Americas doubled in Q1 2023, surpassing 2019 levels.

The Middle East has fully recovered in outbound travel, and Europe has introduced 5 new airlines and routes to South Africa.

Domestic Travel

January-March of 2023 saw domestic overnight trips exceed pre-pandemic levels as well as 2022 levels by 41,0%.

Overnight domestic spend was also up 24,4% compared to Q1 2022.

Average overnight spend was down 11,7% signifying that South Africans took more frequent trips and spent less.

The total number of nights spent away from home reached 27,9 million and this was a 32,9% increase over the same period in 2022.

The average length of stay per trip fell by 5,7% highlighting the global trend that travellers now opt to take shorter and more frequent trips than before.

Domestic holiday trips from January to March 2023 were up 40,5% compared to 2022 to reach 2,4 million. These holiday trips represented a 27,0% share of total overnight trips.

The expenditure from holiday trips in Q1 of 2023 was R9,5 billion compared to R7.9billion in 2022.

There was a 12,3% increase in MICE trips (Meetings, Incentives, Conferences & Exhibitions) taken during January and March 2023.

For the 2022/23 Financial Year, the South African National Conventions Bureau’s Sales team has won 40 of the bids submitted for the 2022/23 financial year.

These secured business pieces will contribute R338m to South Africa’s economy between 2022 -2025 and attract 16 505 international and regional delegates.

In addition, the SA National Convention Bureau invested R19.2m in bid submissions through its bid support programme to attract business events linked with the National Government’s development priorities.

The secured conferences will also contribute to the regional spread of business events.

The secured MIC events include the International Congress of African Phytomedicine Scientific Society, the Southern African Neurological Association Conference and the Global Association of the Exhibition Industry (UFI) Global Congress.

The various MICE events will be hosted in Johannesburg, Tshwane, Hammanskraal, Cape Town, Bloemfontein, Durban, Mokgopong, Muldersdrift and Pietermaritzburg.

Returning to domestic numbers, day trips grew by 26,9% to reach 44,7 million in quarter 1 of 2023.

Domestic travellers travel mostly for visiting friends and relatives, followed by holiday.

The top three provinces visited were Gauteng, Limpopo, and Eastern Cape.

In conclusion, ladies and gentlemen, our numbers are moving in the right direction.

With focused action on improving visa turnaround times, increasing air access, ensuring safety, and aggressive marketing, we are determined to surpass pre-COVID levels.

Working together with all stakeholders, we aim to boost tourism's contribution to the economy and job creation.

Thank you all for your time and support and coverage of the Africa Travel Indaba.

Enquiries: Zara Nicholson: Media Liaison Officer Cell: 079 416 5996. E-mail: [email protected]

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Similar categories to explore.

• Australia has become the number-one country destination, thanks to its booming economy, openness to foreign talent, and great quality of life.
• As in years past, London tops the list of desirable cities to move to.
• People who move abroad for work expect their new employer to take the lead in supporting their relocation and onboarding and to cultivate an international, inclusive culture.
• Governments can establish policies, incentives, and frameworks that will help employers attract and hire the talent they need.

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Talent and Skills

/ report, dream destinations and mobility trends, decoding global talent 2024.

By  Jens Baier ,  Orsolya Kovács-Ondrejkovic ,  Tobias Zimmermann ,  Pierre Antebi ,  Susan Gritzka ,  Sacha Knorr ,  Vinciane Beauchene ,  Carmen Marquez Castro ,  Zoë McFarlane ,  Anja Bates ,  Julie Bedard , and  Ashish Garg

This is the first report in a series analyzing the work preferences of global talent in 2024 .

Ten years ago, we launched the Decoding Global Talent series of reports, excited to watch trends in the wide world of work. We never imagined how powerfully and rapidly various global forces—the pandemic, remote work, geopolitics, GenAI , and more—would disrupt work. Nevertheless, the turmoil of the past decade has had little impact on the enduring appeal of talent mobility.

Take Anne Granelli. We first interviewed her in 2014, when Anne, a biomedical researcher and native of Sweden, was living and working in New Delhi with her family, after a stint in Canada. “We really like the international atmosphere,” she shared then. “It’s a great opportunity to get different views and learn a lot.” We’ve continued to follow her story. Now 53, she is living and working in Dubai for a US-based medtech company. She recently observed, “Life is too short not to explore all the options.”

The options for working abroad are plentiful—as are the workers who are ready for new opportunities.

Employers and nations stand to benefit as well. But to reap the rewards, they must understand the preferences of mobile workers, which entails answering several key questions:

• How have the top target destinations shifted?
• Why do people aspire to move to specific countries?
• What can future employers and the governments of destination countries do to court global talent?

About the Decoding Global Talent Series

• The Decoding Global Talent series is the largest data source on the mobility preferences of workers globally. Our cumulative data set comprises almost 900,000 responses on where and how people want to work around the world.
• It is a collaboration of BCG, The Network, and The Stepstone Group.
• The current report explores trends in workforce mobility, including willingness to move abroad for work, and provides an updated ranking of top destination counties and cities.
• In this year’s survey, we explored a new dimension of global mobility: the reasons why respondents favor particular destinations. We asked survey participants how they perceive certain countries and why they think they would be happy in those destinations.

Where Do People Want to Go?

In 2023, Australia, which has been steadily rising through the ranks since we initiated this series, finally topped the list of desirable country destinations .

Australia became more attractive to respondents from Asian countries, and it rose in popularity among respondents from North America, Africa, and several European countries, including the UK and Ireland. Amid an economic boom as the world emerged from the worst stages of the pandemic, Australia has been attractive to talent from abroad, offering job opportunities, visas, and great quality of life.

Overall, though, the upper echelon of the rankings hasn’t changed much. Canada and the US are still top-three talent destinations because of the attractive economic opportunities they offer and because they are, simultaneously, English-speaking countries and global melting pots.

The most dramatic change we found in the rankings was Spain’s reemergence among the top ten, after becoming less attractive during the pandemic (the country was hit hard early on).

Why Do People Choose a Specific Country?

We dug deeper to find out how people who are willing to move for work choose a destination, leaning on definitions and rankings from the Organisation for Economic Co-operation and Development in its 2023 Indicators of Talent Attractiveness report.

We looked at extrinsic factors —characteristics of countries. We found that one consistent, primary consideration supersedes individual country brands: the quality of job opportunities. Nevertheless, a few countries benefited from another prominent consideration: quality of life .

And we looked at intrinsic factors —practical considerations related to the individuals themselves. Overall, speaking the primary language or languages of the destination country matters a lot, especially among respondents who favor English-speaking countries. Personal recommendations from acquaintances who have experience with the destination country make a difference, too, as does having a diaspora of the same nationality in the target destination.

What Can Employers and Governments Do?

People’s interest in moving abroad for work is significant, as are the benefits for employers and national and local economies. We recommend that businesses and governments target several key strategic areas and offer mobile talent advice along each step of the journey that they will be taking.

It’s no accident that we start with recommendations for employers...

But governments play a strong enabling role, so we have recommendations for them too...

• Forecast talent needs, and craft an international location strategy.
• Refine the EVP to resonate with new audiences.
• Boost international recruitment channels.
• Offer extensive relocation support.
• Onboard new arrivals—and their families.
• Ensure an inclusive and international work environment.

• Take a strategic approach to managing immigration.
• Boost the country brandwith a focus on jobs.
• Build bilateral partnerships and programs.
• Fast-track talent with critical skills.
• Make immigration user-friendly.
• Promote labor market inclusion.
• Promote societal inclusion.

People who have moved abroad for work—or aspire to—do so for a variety of practical reasons. But there’s also a sort of joie de vivre that takes hold among mobile talent. Patrick Byrne, a US-born lawyer now in Spain, shared with us, “I love the idea of adventure. Just the idea of living somewhere else, trying something new, experiencing another culture. That alone is an amazing thing.”

Employers and nations that tap into such positive energy, from the millions of workers with mobile aspirations, will gain a major competitive advantage and source of growth.

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Managing Director & Senior Partner

Orsolya Kovács-Ondrejkovic

Associate Director

Vinciane Beauchene

Managing Director & Partner

Julie Bedard

Ashish Garg

Jens Baier leads Boston Consulting Group’s work in human resources (HR) in Central and South America, Europe, and the Middle East (CEMA). Since joining the firm in 2000, he has managed a wide range of projects, including HR excellence programs, migration of HR IT to cloud solutions, strategy development, large scale transformation, organizational redesign, role of the center definition, set up and optimization of shared services, and cost efficiency programs. He has worked with clients in a wide range of industries in Germany, Europe, the Middle East, and South Africa. 

Orsolya Kovács-Ondrejkovic joined Boston Consulting Group in Budapest in 2013. She is a member of the People & Organization practice, focusing on people strategy. Orsolya has significant expertise in HR (especially redesigning HR operating models), talent and workforce trends, organizational design, and strategic workforce planning, and has worked with leading global companies. Her present focus is helping organizations prepare their workforces for the future of work.

Vinciane Beauchene is a core member of The Boston Consulting Group’s Health Care, Industrial Goods, and People & Organization practices.

Ashish Garg is the leader of People & Organization practice in Asia-Pacific and a core member of the Financial Institutions and Public Sector practices. He leads BCG’s work in skilling, capital markets, and wealth management in India.

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• How we do it

South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism.

South African Tourism has made great strides in introducing and marketing South Africa not only to our own people but also, since the dawn of our democracy in 1994, to the world.

We have grown from a few offices around the world to become a global tourism organisation on a mission to market and share, through experiences, all that is unique, warm and beautiful about South Africa. 

Tourism Growth Strategy

Our goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South Africans. Our beautiful country is an integral part of Africa, particularly the subcontinent of southern Africa, so we actively focus our marketing to promote this fact.

To accomplish these goals, South African Tourism is committed to meaningfully contributing to the government's objectives of increased GDP growth, sustainable job creation, and redistribution and transformation through:

• Increasing the number of tourists who visit our country
• Increasing the geographic spread, length of stay and spend of all visitors
• Improving seasonal arrival patterns
• Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector

South African Tourism Leadership

Meet the leadership team that heads up South African Tourism.

South Africa on social media

The BMW International Open has made us excited for the BMW Golf Cup World Final to be hosted in SA. We caught up wi… https://t.co/IDHsnwn33E

Always a pleasure partnering with local businesses to promote SA on the global stage. Warren Weitsz, Co-Founder of… https://t.co/doxJa4wVxf

To say the players are bringing their A-game is an under statement! Round 2 has given us many unforgettable moments… https://t.co/IA2Ki5qsWO

"...Patrons have been keen and interested in engaging on where the best fairways in SA are. Paired with some of our… https://t.co/9kNQbIl1J5

Our stand at the BMW International Open has been drawing a lot of attention – and rightfully so! “We are proud and… https://t.co/jYDjs6VRM2

Clear skies, rolling greens, supportive crowds – the conditions couldn’t be better for a day at Golfclub München Ei… https://t.co/Z7UnxSbbuP

What happens when an amateur and pro hit the fairway together? Find out in the Pro-Am Tournament, where 3 amateurs… https://t.co/Ee3hgR1Ggc

They are joined by Grand Pavios Event Organiser. They will visit Kwa-Zulu Natal, Cape Town, and Knysna showcasing S… https://t.co/066ntNJGr1

As the country of Honour at the 2023 event, South Africa represented by South AfricaTourism in collaboration with W… https://t.co/ie2E9ZqaCF

Hosted in La Rochelle, France, the Grand Pavios is a major annual event for sailing enthusiasts and an internationa… https://t.co/R2P0GYpVrQ

Ready to get into the swing of things? The Pro-Am Tournament of the 2023 BMW International Open starts today in Mü… https://t.co/3l9e4mPMSo

Don’t miss out on what happened in the world of South African tourism with our #TourismTuesday newsletter. Read ou… https://t.co/Gvg2rDCBiT

Continuation.. To all the fathers in tourism, we salute you for your hard work, passion, and dedication. Thank you… https://t.co/TcpxDeaKkM

Continuation... On this special day, we encourage everyone to take a moment to appreciate and celebrate the fathers… https://t.co/7atxViWyxd

Fathers ensure a safe environment in which everyone can enjoy our country's diversity and play a pivotal role in cr… https://t.co/T8vvGTCu7i

Continuation... Today, we want to celebrate and honour the remarkable dads who play a vital role in shaping the wor… https://t.co/qS9WYfXyE0

@sontondlovu, the ACEO/COO of SA Tourism, joins in celebrating Father's Day by sending warm wishes to all the fathe… https://t.co/7ZbeNsUYoy

In commemoration of Youth Day, let’s shine a spotlight on the Basic Quality Verification programme by @TGCSA_, that… https://t.co/TZ2FDTadcJ

We look forward to showcasing South Africa’s abundant tourism offerings to a global audience while reminding them a… https://t.co/8df5w5kyGL

A dynamic collaboration between SA Tourism and the iconic BMW Group is set to supercharge the country’s efforts tow… https://t.co/tB5xLgYjnq

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