From Safari to Smart Distribution: How South Africa is Reimagining Travel

South Africa’s travel industry is shifting gears. After years of steady recovery, the country’s tourism and accommodation sector is entering a new phase defined by modernization, reinvestment, and digital readiness.

In 2024, the country welcomed 8.9 million international visitors, a 14% year-on-year increase, while domestic travel reached record levels. The 2025 Tourism Investment Summit injected close to R1 billion into new infrastructure, launching developments such as Hole in the Wall Resort, Tokai Manor, God’s Window Skywalk, and Orpen Kruger Lodge.

Momentum is reinforced by strategic investment. The 2025 Tourism Investment Summit launched R1 billion in new tourism infrastructure across eight flagship projects and introduced incentives to attract both local and foreign stakeholders.

For B2B buyers and suppliers, the opportunity is significant. However, they still encounter barriers that limit scalability and visibility. Fragmented supply networks, manual processes, and inconsistent data access continue to affect how efficiently hotels and travel buyers connect.

Digitization across contracting, settlement, and analytics represents the next critical step for South Africa’s travel economy.

modernization and openness to global partnerships.

From City Skylines to Safari Stays‍

South Africa’s travel landscape reflects its diversity. Major cities such as Cape Town, Johannesburg, and Durban are leading urban performance, while new and boutique developments in the Eastern Cape, Limpopo, and Mpumalanga are adding depth to regional tourism.

Recent developments include:

• Hole in the Wall Resort (Eastern Cape): Reviving a coastal landmark with renewed investment.
• God’s Window Skywalk (Mpumalanga): Creating a new tourism icon for panoramic viewing and adventure.
• Orpen Kruger Lodge (Limpopo): Strengthening safari routes for international tour operators.
• Tokai Manor (Western Cape): Blending heritage restoration with hospitality offerings.

Performance metrics reflect this expansion. National hotel occupancy averaged 58.6 percent in July 2025, up 4.1 percent year-on-year. Cape Town achieved 72.5 percent occupancy with a 20 percent increase in RevPAR compared to the previous year. 

Although more than 577 hotel projects representing 104,000 rooms are in the pipeline across Africa, only about 38 percent are expected to be delivered by 2026. This delivery lag underscores the importance of optimizing existing inventory through smarter distribution.
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Strength in Diversity, Challenge in Distribution

Despite investment and demand, many B2B stakeholders face operational inefficiencies that limit productivity.

• Fragmented Distribution: Hotel supply remains uneven, with large chains concentrated in major metros and independent properties in smaller regions struggling to connect with B2B platforms.
• Manual Workflows: Contracting, payment, and reconciliation are often handled offline, resulting in delays and higher FX exposure.
• Limited Data Visibility: Without real-time data on rates, inventory, and spend, procurement teams find it difficult to forecast demand or maintain rate parity.
• Pipeline Delivery Challenges: Many planned projects face regulatory and financing delays, keeping available inventory below expected levels.

The result is a vibrant but disconnected market that needs better integration between buyers and suppliers.

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Enabling Smarter B2B Connectivity with B-Marketplace

B-Marketplace provides a purpose-built digital platform that helps connect hotels and travel buyers through a unified, automated ecosystem. It is designed to simplify contracting, improve speed, and enhance visibility across the B2B distribution chain.

Core benefits include:

• Centralized Supply Access: Hotels, lodges, and new developments can be listed in one platform, making them easily discoverable by global travel buyers and procurement teams.
• Workflow Automation: Contracting, booking, and settlement processes are digitized to reduce manual workload and FX-related delays.
• Real-Time Data: Buyers gain access to live inventory, rate, and spend analytics for smarter decision-making and budget management.
• Onboarding for New Projects: Newly developed or investment-backed properties can quickly connect with B2B buyers to accelerate bookings and revenue generation.

B-Marketplace enhances South Africa’s B2B travel ecosystem by enabling faster, more transparent, and more efficient connections between supply and demand.

Why This Moment Matters for South Africa’s B2B Travel Sector

The timing is ideal for modernization.

• International arrivals are rising consistently.
• Domestic and event travel are gaining strength.
• Hotel supply is expanding in both established and emerging destinations.
• The investment climate is favorable and digitally minded.

This alignment of demand, supply, and policy creates the right conditions for adopting centralized, data-driven tools that can unlock greater efficiency and growth.
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A Connected Future: South Africa’s B2B Travel Story Comes Together

South Africa’s tourism ecosystem is diverse, innovative, and globally competitive. By strengthening the digital connections that link hotels and buyers, the sector can move from growth potential to scalable performance.

B-Marketplace offers that bridge. It connects South African hotels of all sizes with international travel buyers through a transparent, automated, and data-rich platform designed to accelerate B2B efficiency.

📩 Let’s connect: sales@bakuun.com

Because South Africa’s next travel chapter deserves to be as connected, efficient, and forward-looking as the destinations it represents.