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South Africa Targeted Nigeria and Ghana for Tourism Push

South African Tourism has initiated a search for marketing agencies to rebuild its image in West African markets.

Updated on Sept. 26, 2026 in Africa

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South African Tourism is seeking marketing partners in Nigeria and Ghana to boost visitor numbers and restore the country's travel image. AI Illustration. Upload story photo >

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South African Tourism is launching a new marketing campaign to attract visitors from Nigeria and Ghana following a sharp drop in tourist arrivals from both nations. The effort seeks to counter reputational damage caused by reports of hostility toward African nationals in South Africa.

Why it matters

The campaign is vital for South Africa to hit its goal of welcoming 15 million tourists annually by 2030, as it works to maintain its status as a top continental travel destination. Authorities hope to reverse declining interest from two of the country's most significant African economic partners.

South Africa saw total tourist arrivals rise from 8.9 million in 2024 to 10.5 million in 2025, a growth of 17.7%. Ghanaian travelers currently benefit from a 90-day visa waiver with South Africa, while Nigerian telecommunications giant MTN maintains over 100 million subscribers in its home market.

The players

South African Tourism

This is the national tourism agency responsible for the promotion of South Africa as a preferred destination for both domestic and international travelers.

MTN

This is a major multinational telecommunications company based in South Africa that holds a massive subscriber base of over 100 million in Nigeria.

The details

South African Tourism has issued a request for proposals to find a marketing partner capable of promoting leisure and business travel across Nigeria and Ghana. The initiative follows a period of diplomatic tension and negative sentiment, which authorities have addressed by dispatching official envoys to African capitals throughout 2026.

Timeline

  1. South Africa recorded 8.9 million tourist arrivals in 2024.

  2. The country welcomed 10.5 million tourists in 2025.

  3. Tourist arrivals from Ghana and Nigeria declined during June 2026.

  4. Pretoria fended off a Ghanaian bid at the African Union in July 2026.

  5. South Africa set 2030 as the target date to reach 15 million annual tourists.

Travel Outlook

The push to increase tourism reflects a larger effort to expand South Africa's appeal beyond its traditional regional base, where SADC countries account for 75.2% of visitors. This campaign marks a departure from reliance on established markets by directly addressing the diplomatic hurdles hindering broader African travel.

Travelers from Nigeria and Ghana should monitor upcoming updates regarding the marketing campaign, which may include new travel packages or business event opportunities. Those planning trips can check current visa requirements and regional travel advisories to ensure smooth transit to South African destinations.

The takeaway

South Africa is actively working to correct its international reputation to stabilize tourism numbers from key African partners. Travelers looking for future opportunities in the region should stay informed on diplomatic improvements that may lead to more favorable travel conditions.

Further reading

Learn more about the latest developments and travel trends across the Africa region.

Live Poll

Would news of social or diplomatic tensions in a destination country make you cancel travel plans?