Wording – Chrissie Johnson
During the past two months, two iconic travel events — the World Travel Market Africa hosted in Cape Town in April and Africa's Travel Indaba held in Durban in May — reinforced a sentiment increasingly echoed across the global tourism industry: in an uncertain world Africa is increasingly being viewed as both an aspirational and comparatively secure travel destination.
Against a backdrop of geopolitical instability, air travel disruptions linked to conflict zones, and growing global unease surrounding parts of Europe and the Middle East, exhibitors and delegates at both events noted a decisive shift in traveller behaviour. Increasingly, international tourists are seeking destinations that combine natural beauty, authentic experiences, value for money, open space, and perceived safety — factors that continue to strengthen South Africa’s global appeal.
The broader consensus emerging from both trade shows positioned Africa as one of the world’s fastest-growing tourism frontiers, with South Africa firmly anchoring that growth story. Recent commentary at Africa’s Travel Indaba highlighted tourism’s role as a major economic driver not only for South Africa but for the continent as a whole, with leaders emphasising the sector’s growing contribution to employment, infrastructure investment, and regional development.
Steve Ellis, CEO of Personal Africa, a company specialising in bespoke African travel experiences, has attended these travel shows since 2010 and believes the change in market momentum has been remarkable.
“I have seen exponential growth in South Africa’s travel market over the years. I would even go as far as to say it has doubled since 2019. Historically, the English and Germans formed the bulk of our international market, but now the American market is increasingly choosing Africa. I have even had two American colleagues that I previously worked with in the United States relocate to Cape Town, rent offices, and base themselves there specifically to service this growing American tourist market,” he said.
According to the Tourism Business Council of South Africa overseas tourists accounted for over 220,000 arrivals in February 2026, with countries such as the United Kingdom, Germany and the United States continuing to anchor demand. Interestingly not only does this increase in foreign visitors bode well for South Africa’s hospitality sector it should also create a significant long-term growth phase for property as well. Historically, increased tourism activity has often acted as a precursor to longer-term investment in lifestyle property markets, and many analysts believe KwaZulu-Natal’s North Coast could now be entering a similar trajectory.
Over recent months, much has been written about the emerging “Club Med Effect” linked to the new Club Med development on the KZN North Coast. This landmark R2 billion investment — comprising 486 hotel keys, a 500-seat convention centre, and a unique beach-and-bush experience near Tinley Manor — is scheduled to open in July 2026 and is already reshaping perceptions of the region.
The term “Club Med Effect” is increasingly being used by analysts to describe how major international tourism investments can fundamentally reposition the value proposition of surrounding land and property markets, particularly in previously undervalued regions. The pattern is often consistent: enhanced global credibility, accelerated infrastructure investment, increased investor confidence, and eventual property repricing.
On the North Coast, many believe that process has already begun. The region now offers a compelling combination of international visibility, proximity to King Shaka International Airport, premium lifestyle estates, improved road infrastructure, and a growing number of mixed-use developments — all factors that are strengthening its appeal to both tourists and investors alike.
There is a well-established saying within global property circles that “where international tourism investment goes, international property interest tends to follow.” Cape Town has already demonstrated this phenomenon over the past decade, with foreign investment significantly influencing pricing growth. Foreign buyers reportedly account for approximately 40% of transactions above R10 million in certain sectors of the Cape market. However, their attention could also soon focus on KZN and the North Coast, particularly since KZN currently still offers exceptional comparative value relative to Cape Town, together with easier accessibility, less congestion, and a more expansive coastal lifestyle offering.
Although it remains too early for official data to conclusively confirm long-term trends, on-the-ground activity is already suggesting growing international interest. Within the first few months of 2026, agents at Local Real Estate on The North Coast have reported a notable increase in international enquiries and viewings, with nine high-end sales concluded, mainly in Simbithi Eco Estate, involving buyers from England, Dubai, the Netherlands, Germany and Mauritius.
KwaZulu-Natal’s North Coast is already recognised as one of South Africa’s strongest growth corridors. The added momentum created by Club Med, rising international tourism visibility, and increasing foreign buyer interest could now position the region on the threshold of becoming a globally recognised lifestyle and investment destination.
Local Real Estate would like to acknowledge Steve Ellis, CEO Personal Africa, in compiling this article.
This article is for general information only and should not be used or relied on as legal or other professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein. Always contact your adviser for specific and detailed advice. Errors and omissions excepted (E&OE)