Since the inception of democracy in 1994, South Africa has shown a tenfold increase in foreign arrivals, from 640 000 to 6.5 million in 2003. As quoted in Business Day, by environmental affairs and tourism director-general, Crispian Oliver, "A vibrant, growing industry focusing on everything that is unique about the nation and its people. Little more than 10 years ago, the tourism sector was severely hampered by apartheid's global image and offered a one-dimensional tourism product that did not reflect the rich diversity of SA's people and heritage. Most South Africans had no stake in the sector."

South Africa's tourism growth included an overall 5.3% growth in arrivals from Europe (to 1.3 million arrivals), with 14% growth out of France and just over 3% increases from both Germany and the UK, the country's top three overseas markets. Arrivals from the US increased by 2.7% from 2002 (to 222 139 arrivals).

South Africa's fastest growing tourist market in 2003 was India, boosted by the 2003 Cricket World Cup and the International Indian Film Awards 2003, both hosted in SA, with arrivals increasing by over 20% over 2002.

Currently, tourism contributes more than 7% to the country's gross domestic product.