Millennials and the rise of creative tourism: An opportunity for South Afri

Millennials and the rise of creative tourism: An opportunity for South Africa

25-12-25

Recent research shows that South African millennials are driving meaningful demand for creative tourism—a form of travel that goes beyond conventional sightseeing and focuses on hands-on experiences, learning and a deeper connection with local culture. This trend points to clear opportunities for business creation, community development and diversification within South Africa’s tourism economy. Documented by tourism scholars, the findings underscore the value of offering experiences that combine discovery with skills acquisition, cultural immersion and genuine interaction with host communities.

Creative tourism is generally understood as travel in which visitors actively participate in activities that reflect a destination’s cultural heritage, traditions and everyday life. These experiences can range from cooking classes and craft workshops to music or dance sessions, allowing travellers to become participants rather than mere observers. This approach contrasts with more traditional tourism models, which often revolve around passive consumption of attractions, landmarks and packaged itineraries. In creative tourism, the focus shifts toward engagement, co-creation and learning through doing.

According to the study, South African millennials—typically defined as those born between 1981 and 1996—show strong interest in this type of travel. Unlike earlier generations, they are more likely to seek trips that deliver knowledge, practical skills and a sense of meaning. Their travel preferences align with a broader global shift that prioritises experiential learning and authenticity over purely recreational activities. In other words, the journey is valued not only for relaxation, but also for personal growth and cultural insight.

One notable aspect of the research is that many of these travellers express a preference for experiences within their own country rather than international travel, although there is also interest in creative experiences abroad when financial conditions allow. This domestic orientation highlights South Africa’s potential to leverage its own cultural and natural diversity as a competitive asset—one capable of appealing both to residents and, importantly, to international visitors looking for distinctive, participatory experiences. South Africa’s diversity of communities, languages, food traditions, music and craft practices can be translated into compelling tourism products that feel both unique and rooted.

The motivations behind millennials’ interest in creative tourism are varied, but they frequently centre on learning new skills, seeking once-in-a-lifetime experiences and stepping away from daily routines in a way that still feels purposeful. Beyond enjoyment, these drivers point to a market segment that sees cultural enrichment and self-development as integral to travel. For destinations and operators, this is a critical insight: creativity is not an add-on, but a core value proposition.

From the perspective of destination managers and tourism entrepreneurs, the rise of creative tourism offers fertile ground for innovation in products and services. Building attractive creative experiences often requires collaboration with local artisans, rural communities and cultural organisations to design programmes that draw on traditions, gastronomy, music, performance and artistic practices. This type of offer can respond directly to millennial demand while also strengthening local economies and supporting the preservation and transmission of cultural knowledge.

In rural or lower-income areas, the expansion of creative tourism can act as a socio-economic catalyst. By generating employment and new income streams, such initiatives can help counter rural-to-urban migration and revitalise local economies that sit outside established tourism circuits. Artisans, cultural guides, local chefs and musicians can become central actors in the tourism value chain, sharing expertise with visitors and producing positive impacts that remain within the community.

Creative tourism is also closely linked to cultural sustainability. By placing local participation and heritage at the heart of the visitor experience, it can contribute to keeping traditions alive—especially practices and skills that might otherwise erode over time. When developed responsibly, creative tourism can strengthen pride, intergenerational knowledge transfer and community visibility, while offering travellers a more respectful and meaningful way to engage with place.

However, fully capturing this opportunity will require coordinated public-private action. Adequate infrastructure, skills development for local providers and targeted marketing are essential to scale the offer and maintain competitiveness. Public institutions, tourism boards and entrepreneurs will need to align around a clear narrative and brand positioning that highlights what makes South Africa’s creative experiences distinctive, credible and accessible to both domestic and international markets.

Overall, the growing preference among millennials for creative tourism represents a transformative trend for South Africa’s tourism sector. By putting active learning, cultural immersion and meaningful interaction at the centre of travel, this segment opens new commercial opportunities while supporting more inclusive and sustainable community development—positioning South Africa as an innovative destination in the global tourism landscape.

In collaboration with:

This site uses cookies from Google to deliver its services and to analyze traffic. Information about your use of this site is shared with Google. By using this site, you agree to its use of cookies.

Legal notice