Southern Sun, a prominent hotel group in Southern Africa, has raised alarms about the negative impact of ongoing anti-immigrant protests on travel to South Africa. These protests have heightened safety concerns among potential visitors from nearby countries, despite a rise in group occupancy and international tourist arrivals for the group.
In a trading update dated September 9, Southern Sun highlighted that the protests have affected travel from the Southern African Development Community (SADC), which includes many neighboring nations. Travelers are reportedly exercising greater caution about visiting South Africa due to the unrest.
This situation has resulted in an uneven market environment, with events and conferences bolstering hotel performance while individual bookings from regional travelers remain under pressure. The group noted that although overall national tourism figures are improving, the demand from the SADC region is facing challenges.
A recurring wave of xenophobic violence
South Africa has a history of xenophobic violence, particularly against migrants from other African nations. Severe outbreaks have occurred since the end of apartheid, including deadly attacks in 2008 and 2015, and most recently in 2019, which left numerous people dead and thousands displaced.
The latest wave of anti-immigrant sentiment has surfaced in 2026, with groups advocating for stricter enforcement against undocumented migration. This mobilization has led to calls for undocumented foreign nationals to leave South Africa by June 30, contributing to rising tensions and prompting many migrants to flee or seek repatriation.
Protesters have criticized migrants for contributing to unemployment, crime, and strain on public services. These claims have been met with caution from President Cyril Ramaphosa, who has warned against scapegoating migrants for broader socio-economic issues.
Events support hotel occupancy
Despite the unrest, Southern Sun reported an increase in group-wide occupancy to 60.2% for the five months ending August 31, 2026, compared to 57.8% the previous year. This uptick was accompanied by a 9.5% rise in average room rates and a 12% increase in total revenue. Major events, including a rugby tour from New Zealand, aided operations in key regions like the Western Cape and Gauteng.
However, the hotel group noted that transient travel and domestic leisure spending remain subdued, largely due to pressure on disposable incomes and concerns stemming from the anti-immigrant protests. Southern Sun has not provided specific figures on cancellations or lost revenue attributed to the protests.
Regional tourism remains important
Travelers from African nations represent a significant portion of South Africa’s international tourism. Statistics South Africa noted that SADC countries contributed 75.2% of tourist arrivals in 2025, with an additional 1.9% from other African countries. This illustrates the critical role of regional visitors, although the exact financial impact on hotel sales varies by property and market conditions.
From January to July 2026, South Africa welcomed 6.58 million international tourists, a 12.4% increase compared to the same period in 2025. Arrivals from Africa rose by 14.3%, and while these figures reflect growth, they do not clarify the effect of recent unrest on travel demand.
Renewed violence adds uncertainty
The situation escalated on October 8, when anti-migrant protests in Johannesburg’s Soweto township and Durban turned violent, leading to vehicle fires and looting of foreign-owned businesses. The South African government attributed this unrest in part to misinformation regarding a recent Constitutional Court ruling affecting asylum seekers.
This violence occurred after Southern Sun’s trading period, making it difficult to assess its immediate effects on hotel bookings. The unrest adds uncertainty to demand from regional markets and raises concerns about safety perceptions that may impact South Africa’s appeal as a travel destination.
What hotel operators should monitor
Southern Sun’s situation emphasizes the importance of analyzing market performance beyond just occupancy rates. Hotel operators should track booking patterns, cancellations, and revenue on a property and market basis to differentiate between issues of safety and broader economic pressures.
While events have been beneficial for overall trading, they do not necessarily reflect the condition of individual properties, which may face distinct challenges. Future insights into cancellations and revenue will be crucial in understanding the full impact of the unrest on the South African hotel industry.
