South Africa’s tourism revival begins with wellbeing

In a post-pandemic world clamouring for economic revival and tourism recovery, South Africa quietly embarked on a different kind of journey — one that didn’t begin with new runways or glitzy marketing campaigns. Instead, it began within.

As global destinations focused on external fixes, South Africa turned inward. Rather than merely restarting its tourism machine, it recalibrated the emotional engine behind it. And that engine? Its people.

Behind this transformation was the African Institute of Mind, which led the African Mental Health First Aid Leadership National Roadshow — a behavioural science-informed initiative focused on strengthening the psychological wellbeing of those at the heart of South Africa’s tourism experience.

From lodge managers in the bush to travel and tourism meetings, professional conference organisers, and eventing specialists, the roadshow equipped tourism professionals with tools not just to manage stress, but to rediscover meaning, purpose, and connection in their work. Grounded in positive psychology and resilience science, the initiative signalled a bold national statement: Mental health is not a side concern — it is a strategic pillar for prosperity.

And the world noticed.

In 2025, a scientific global study by UK bank Remitly named South Africa the “friendliest country in the world.” The research, which analysed the agreeableness trait from the renowned Big Five Personality Test, placed South Africa at the top of a 27-nation ranking, citing its culture of warmth, humour, and everyday kindness.

“From Ubuntu to everyday kindness, South Africans are just lekker like that,” declared the government’s official X account, echoing a sentiment felt by travellers across the globe.

But this wasn’t just good fortune. It was the product of an intentional shift — a mental health revolution that is now a compelling model for the world.

Four lessons the world can learn from South Africa

This isn’t just a feel-good story. It’s a blueprint for individuals, organisations, communities, and countries seeking to recover, reconnect, and truly flourish. 

Here’s how:

For individuals 

Start with self-awareness and micro-recovery

Burnout, disconnection, and emotional fatigue are now global epidemics. South Africa’s initiative emphasised psychological first aid, encouraging individuals to regularly assess their own emotional state and access short, science-backed practices for recovery.

• Try this: Build a 10-minute daily habit of checking in with your body and emotions. Practise mindfulness or journaling, even briefly. Labeling emotions has been shown to reduce their intensity and increase cognitive clarity.
• Why it works: Positive psychology research shows that self-awareness is the first step toward resilience. You can’t regulate what you don’t recognise.

For organisations 

Make mental health strategic priority, not perk

In the South African tourism reset, employers and tourism boards were not passive observers. They became active partners in cultivating staff wellbeing — from leadership training to peer-to-peer support structures.

• Try this: Move beyond “wellness days” and embed psychological wellbeing into leadership KPIs, onboarding, and performance reviews. Train managers in mental health literacy and stress de-escalation.
• Why it works: A workforce that feels psychologically safe is more engaged, creative, and committed. In service industries like tourism, that translates directly into better guest experiences — and stronger bottom lines.

For communities 

Normalise human connection and collective care

Ubuntu — the African philosophy of interdependence — is not just poetic; it’s pragmatic. By creating spaces where people feel seen, heard, and valued, South African communities helped tourism professionals rediscover pride in their roles.

• Try this: Start a “Wellbeing Circle” in your workplace or neighbourhood — a monthly informal gathering where people share stories, struggles, and strengths. Invite local mental health practitioners or coaches for brief learning sessions.
• Why it works: Human connection is a buffer against stress. Communities that prioritise belonging foster greater civic engagement and social trust.

For countries 

Embed mental health in policy and national identity

South Africa’s success shows what happens when mental health becomes a nation-building strategy, not an afterthought. By aligning its wellbeing efforts with its tourism goals, it delivered not just recovery — but global recognition.

• Try this: Advocate for the integration of mental health into national development plans, especially in sectors like education, tourism, and public health. Consider funding large-scale awareness campaigns using cultural values as entry points.
• Why it works: When a country invests in the inner life of its people, it builds a foundation that is not just economically resilient — but emotionally sustainable.

The spirit visitors remember

In tourism, travellers rarely remember the thread count of their hotel sheets. They remember the feeling they had. The smile that greeted them. The local guide who spoke with passion. The warmth of being welcomed, not as a tourist, but as a guest.

South Africa understood that. It invested not just in experiences, but in experience-makers. It understood that caring for people — emotionally, spiritually, mentally — creates a ripple effect that no billboard or influencer campaign can match.

And in doing so, it didn’t just rebuild an industry. It redefined a national brand — not with slogans, but with soul.

Global call to action

As the world looks for answers on how to recover and thrive in a post-pandemic era, the message is clear: Don’t just fix the system. Heal the people.

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