Properly rolled out digital visas will boost inbound travel and dismantle long-standing entry hurdles.
By Anton Gillis, CEO of Hamac and Kruger Gate Hotel
For anyone returning to South Africa after time abroad, there’s an unmistakable sense of homecoming – the warmth of a genuine South African welcome, coupled with the relief of the end of a long-haul flight.
Tourists notice it too. Our distinctive hospitality stands apart from the impersonal, transactional service so often encountered at other international airports.
All of this is key to the guest experience, because that’s the first impression, which means tourists will either arrive at their destination feeling frustrated or elated.
And yet, getting here is far from smooth sailing.
Sluggish recovery
SATSA, the Voice of Inbound Tourism, blames part of our slow recovery to a heavy reliance on seasonal peaks and traditional top source markets. CEO David Frost says many of our competitors have not just caught up to their pre-Covid numbers, they’ve pulled ahead. “If we are serious about competing on the global stage, we cannot rest on seasonal highs. We must double down, and focus on growth markets, consistency and outperforming last year’s trajectory.”
Last year, SA welcomed 8.9 million tourists, which is up 5.1% on 2023, but still 12.8% below 2019. Meanwhile, Mexico had 45.04 million international tourists last year, exceeding its pre-pandemic peak of 45 million, while Indonesia had 13.9 million tourists, or 90% of its 2019 levels. Thailand received 35 million international visitors, nearing its pre-Covid-19 figures of nearly 40 million in 2019, with China and India its biggest source markets.
Not making it easy
Our skies might be open, and our borders visa-free for travellers from over 100 countries, but for citizens of 90 others, including two of the world’s biggest outbound markets – China and India – it means navigating a clunky e-visa system known for delays, backlogs, and inefficiencies.
In September last year, Home Affairs Minister Leon Schreiber – who has a mammoth task overhauling a department noted for poor service delivery and wanton corruption – promised instead of endless paperwork and manual processes, “travellers who want to visit sunny South Africa will also be required to register a profile on the secure online platform in order to submit an application for (an ETA).
“The application must be adjudicated instantly, only requiring human intervention if an anomaly is detected by the machine.”
In February, President Cyril Ramaphosa announced that enhancing the visa system will “make it easier for skilled people to invest in our country and to grow tourism”.
“This year, we will launch an Electronic Travel Authorisation (ETA) system to enable a secure, fully digital visa application process. This system will use artificial intelligence and automation to reduce the scope for corruption and enable rapid turnaround times for tourist visas.”
On paper, it sounds good. As part of this application process, travellers will give their biometrics to the DHA, which will handle the rest.
This online system will eventually replace paper-based visas by issuing the traveller with a digital code linked to their passport information. Once they arrive here, travellers will scan their ETA code and provide another copy of their biometric information, which will then be verified against their passport and the information given during the application. Those who want to stay for longer, or modify their stay, will be able to “submit applications through the same secure online platform for instant adjudication”.
Hot air?
Addressing part of the problem won’t fix the issue as a whole. Here’s why:
For a start, there is little evidence that Airports Company South Africa is serious about investing in airport infrastructure.
Even Cape Town International – crowned the best in Africa last month – is yet to have a functional e-gate, which has been out of order for years.
How the department will deal with rejection rates is another concern. In November last year, the department revealed that 58% of 6,329 rejected e-visa applications were due to expired travel dates, meaning that they were not processed in time. And only 3.2% of processed e-visa applications were approved in an earlier report.
Rejection rates don’t only affect tourists: they threaten our ability to attract skilled workers and foreign direct investment.
South Africa’s e-visa system is still being described by the DHA as a “work in progress”. It’s been so for years. In March, the DHA was again forced to extend temporary concessions for foreign nationals stuck in limbo due to slow processing of visa waivers, long-term visas, and appeals. A massive backlog in digitising the paper-based system is stalling the full rollout of e-visas. Processing times vary from a few days to months.
Then there’s the portal: extremely hard to navigate, applicants are left frustrated about the lack of communication and support from the DHA. Some wait months without updates, with their application status stuck on “Awaiting adjudication outcome”. Attempts to seek assistance or clarification go unanswered.
Applicants find conflicting information from different sources, such as the South African embassy website and the official e-visa website regarding country eligibility.
So much potential
An e-visa platform should boost both speed and security in travel clearance. By pre-screening travellers online, the ETA can instantly adjudicate most visa requests, flagging only anomalies for human review.
Coupled with efforts to restore direct flights to key routes, a properly rolled out digital visa could make South Africa far more accessible and appealing. But we also need to broaden our focus. Lee-Anne Bac Advisory Partner at BDO South Africa says we may be too reliant on our historic source markets and that perhaps, our traditional markets are not our markets for the future.
Digital visas will boost inbound travel, but we need to maintain reliable infrastructure so that a smooth visa process translates into a positive visitor experience on the ground.
By making entry quicker and simpler for tourists – and strategically targeting high-growth markets – South Africa will attract more tourists and tourism investment.
A digital visa is not a silver bullet; it must be accompanied by improvements in infrastructure and continued marketing. But it is a powerful tool. And at a time when we should be throwing open our doors to new markets, we can’t be putting up walls.
