Johannesburg is buzzing this month as thousands of G20 delegates, support staff, business leaders and media teams from across the globe roll in for the 2025 G20 Leaders’ Summit. But beyond the political and economic discussions taking place at Nasrec and on the sidelines, this gathering represents something just as important for South Africa: a powerful showcase of the country’s tourism strength and the extremely positive effects that international travel can have on the property market.
Tourism and real estate have always been closely linked. When global attention turns to any destination, visitor numbers rise, confidence grows and investment tends to follow. SA has seen this repeatedly as it proved its ability to host major global events, from the 2010 Soccer World Cup and other major sporting events to the BRICS and AGOA summits in 2023, all of which boosted the country’s visibility and brought in visitors who often returned later as property investors, homebuyers or repeat tourists. Now, with the G20 Summit drawing around 40 heads of state and thousands of delegates from the world’s biggest economies, that spotlight is shining brightly once again.
And the economic impact will be far-reaching. As it is, hotel occupancy in Johannesburg and surrounding areas has surged and bookings are up at restaurants, conference and event venues. Tourism already contributes around 8,8% of SA’s GDP and direct employment in the sector is estimated at around 1,7m people, but the ripple effect of the G20 is expected to boost those numbers significantly over the next year, not only through direct spending but by strengthening SA’s position and reputation as a great destination for both business and leisure travel.
Meanwhile, StatsSA figures show that from January to September this year, SA welcomed more than 7,6m international visitors, an increase of more than 1,1m compared to the same period in 2024. And since it is estimated by the Tourism Department that for every 12 arrivals, at least one direct and one indirect job is created, this translates into more than 160 000 livelihoods supported across hospitality, transport, food production, arts and crafts – and real estate.
Every global visitor, investor or executive who experiences SA’s world-class facilities, hospitality and lifestyle potential contributes to building international confidence in our cities and communities. Property markets in Johannesburg, Cape Town, Durban and other major centres have already experienced the benefits of this type of exposure. Corporate accommodation demand increases during major events, stimulating both the short-term rental market and longer-term investment in mixed-use and hospitality-linked real estate. The ripple effects also extend to coastal and rural regions, as delegates and their families stay on to explore SA’s broader tourism offerings across all nine provinces, from the Cape Winelands and Garden Route to the Drakensberg, the Lowveld and the Northern Cape.
Such patterns are clearly visible in global data. The international meetings, incentives, conferences and exhibitions (MICE) industry was worth over US$523bn in 2023, and SA’s share of that, valued at US$6.6bn, is projected to quadruple by 2031. This growth will translate into more hotels, resorts, business parks, logistics hubs and residential developments built to cater to international demand.
Tourism’s influence is also not confined to high-end hotels or major city centres. Small businesses, township entrepreneurs and regional attractions all benefit from the flow of visitors, while the increased use of local accommodation, transport and food services brings money directly into communities. This inclusive economic growth reinforces property values and stimulates development in both urban and rural areas.
In short, as more visitors discover SA’s value for money, warmth, beauty and investment potential, the country’s property sector stands to gain from a steady influx of both business and lifestyle buyers. Even more importantly though, more tourism means more jobs, and that means thousands more South Africans who have a steady income and are thus able to rent or buy decent homes of their own.
As we all know, the property market thrives on confidence, visibility and belief in the future of a place. Tourism builds all three. So as the world converges on Johannesburg this month, the G20 Summit is not just a diplomatic milestone, it is a reminder that every visitor, every full hotel, every extended stay and every return trip is helping to write the next chapter in our growth story as a country and strengthening the foundations of the local real estate market.
