South Africa’s tourism story has always been rich in possibility. From wildlife and vibrant cities to world-class food, culture and spectacular coastlines, the country has plenty to offer international visitors.
But attracting more tourists is only part of the challenge. The next opportunity lies in helping visitors experience more of the country, travel more easily between destinations and spread the economic benefits of tourism across more communities.
That is the case for cruising.
In an opinion piece dated 27 October 2026, Ross Volk, Managing Director of MSC Cruises South Africa, argues that cruise tourism could play a bigger role in the country’s tourism growth. By connecting destinations through a single journey, cruising offers another way to showcase South Africa and strengthen its wider tourism economy.
South Africa’s next tourism opportunity
South Africa welcomed 10.5 million international tourists, according to Volk. With the government targeting 15 million international visitors by 2030, he believes the industry needs to look beyond visitor numbers alone.
The bigger question is how to create more value from every journey.
South Africa offers a wide range of experiences, from wildlife and heritage to beaches, food and city breaks. Connecting these experiences could make the country more attractive to travellers who want variety without complicated travel arrangements.
Cruising offers one way to achieve this.
It brings accommodation, dining, entertainment and multiple destinations together in one holiday. Instead of repeatedly changing hotels or arranging long transfers, passengers can explore different places as part of a connected journey.
For example, a visitor could arrive in Durban, explore KwaZulu-Natal and then continue by sea to destinations across the region.
International travellers could also combine a cruise with a longer South African holiday, staying before or after their sailing to experience more of the country.
The opportunity is to make each visit count for more.
Why South Africa’s coastline matters
South Africa has more than 2,500 kilometres of coastline. Yet, as Volk points out, the country’s tourism story has traditionally focused heavily on land-based experiences.
He believes the coastline and ports should be recognised as gateways to the broader tourism economy.
Durban offers a useful example. When a cruise ship arrives, the economic impact can extend far beyond the port terminal.
Passengers may use local transport, visit attractions, eat at restaurants, shop or book excursions. Some may also stay in hotels before or after their cruise.
These activities create opportunities for businesses throughout the tourism value chain.
Local guides, drivers, retailers, restaurants and tour operators can all benefit when visitors spend money in their destinations.
The ship brings the visitor, but the destination creates the value.
This is central to Volk’s argument. Cruise tourism should not be treated as an isolated industry. Instead, it should form part of a wider tourism strategy that connects ports with the businesses and communities around them.
Better connections could unlock more growth
A memorable holiday depends on more than the destination itself. Travellers also need to move between places efficiently and comfortably.
That makes connectivity a key part of South Africa’s tourism future.
Ports need to work alongside airports, roads, transport providers, hotels, attractions and tourism authorities. When these parts work together, visitors can enjoy a smoother journey from arrival to departure.
Volk also points to an opportunity to develop stronger tourism corridors across Southern Africa.
Travellers often plan holidays around experiences rather than national borders. Making it easier to move between destinations could therefore strengthen the region’s appeal.
Achieving this will require investment in infrastructure, efficient passenger processes and cooperation between the public and private sectors.
The benefits would extend beyond cruise passengers. Better connections between transport hubs, accommodation and attractions could improve the experience for other tourists too.
Making tourism growth work for more people
Tourism is an important contributor to employment in South Africa. Volk states that the sector directly supports close to one million jobs.
As visitor numbers grow, however, an important question remains: who benefits from that growth?
The tourism experience depends on many people working behind the scenes and on the ground.
It includes the guide introducing visitors to local attractions, the driver providing transport, the restaurant serving passengers and the artisan selling locally made products.
Small tourism businesses also have a role in creating experiences that visitors remember long after their journeys end.
For Volk, creating stronger opportunities for these businesses to participate in the tourism value chain is essential. Growth should reach beyond the largest operators and create opportunities across local communities.
This requires collaboration between tourism companies, government, destination authorities and communities.
Cruise tourism can contribute to this wider effort, but its impact depends on how well the different parts of the tourism economy work together.
Cruising should complement South Africa’s tourism offering
South Africa does not need to choose between safari holidays, city breaks, beach escapes, business travel and cruising.
Instead, these experiences can complement one another.
A visitor could explore South Africa’s wildlife, enjoy its cities, discover its food and culture, and include a cruise as part of a broader itinerary.
That approach creates more ways to experience the country while giving tourism businesses additional opportunities to attract visitors and generate income.
Volk says MSC Cruises sees itself as part of this wider tourism ecosystem. The company can bring ships, passengers and connectivity, but the strength of the destination depends on many partners working together.
That distinction matters. Cruising alone cannot solve every challenge facing tourism. Its potential depends on accessible destinations, effective transport connections and opportunities for local businesses to participate.
A bigger vision for South African tourism
South Africa already has many of the ingredients needed to attract visitors. The opportunity now is to connect those experiences more effectively.
Cruising offers another way to showcase the country’s coastline, link destinations across the region and create opportunities throughout the tourism economy.
As South Africa works towards its 2030 visitor target, the industry has an opportunity to think beyond how many people arrive. It can also focus on how easily they travel, how many experiences they enjoy and how widely the economic benefits are shared.
Volk’s message is clear: cruising deserves a place in that conversation.
The next chapter of South African tourism may depend not only on the destinations we promote, but also on how well we connect them.
