Cape Town Sees Growth in 'Language Tourism'

Selena Tourism CEO Nadia Horn speaks to the Cape Chamber about the latest trends, including an surge of English language students seeking apartment-style hotels.

CAPE CHAMBER: You're involved in both the inbound and outbound travel markets. You've spoken about an increase in young language students traveling to Cape Town. Is this a major growth area, and are these typically long-stay visits?

NADIA HORN: There has been a huge growth spurt, especially during the winter months. Visits typically last around 40 days, two months, or three months. These visitors strongly prefer apartment-style accommodation. Properties like One Thibault Hotel and others in our portfolio are ideal, as they specifically cater to the needs of the apartment-hotel market.

CAPE CHAMBER: Where do these students typically choose to stay?

NADIA HORN: Popular areas in Cape Town include Green Point, Sea Point, Woodstock, and Salt River. Students look for apartment-style hotels located close to supermarkets, restaurants, public transport, and their respective English language schools.

CAPE CHAMBER: From a travel industry perspective, does Cape Town have further room to grow the youth market—particularly given attractions like adventure sports and the rising digital nomad phenomenon?

NADIA HORN: Most definitely. Cape Town and the rest of the Western Cape function as an adventure capital, with notable attractions like the world's longest overwater zipline in Mossel Bay, quad biking and sandboarding at the Atlantis Dunes, paragliding, skydiving, and hiking.

CAPE CHAMBER: You also mentioned rising demand for self-catering CBD accommodation linked to longer stays. Is this driven by younger visitors staying longer, or a broader shift toward independence over traditional luxury hotels?

NADIA HORN: It is a combination of both. Younger visitors want independence, though there will always be a segment of youth travelers opting for luxury hotels. Budget is another decisive factor.

One Thibault is a prime example of the growing trend toward apartment-hotel hybrid accommodation. Guests get total flexibility: they can opt to buy breakfast, lunch, or dinner at the property, or prepare their own meals. It ultimately comes down to giving guests a choice.

CAPE CHAMBER: What is your position on the City's move to regulate short-term letting via the Short-Term Letting By-Law, which reclassifies residential properties let for more than 50% of the year as commercial? Will this impact the market, or will operators simply adjust prices for higher rates?

NADIA HORN: Formal tourism companies are governed by official bodies to ensure full statutory compliance. Commercial operations offer structured support, welcoming receptions, and room service, which naturally requires higher pricing models. Our focus remains squarely on delivering higher levels of service and guest support.

CAPE CHAMBER: Which inbound markets are performing strongly right now? You mentioned growth in South American visitors—are there other key segments?

NADIA HORN: Right now, the strongest segments are international students learning English in Cape Town and the conference market centered around the CTICC. We expect accelerated growth when the peak international inbound market resumes travel from September onwards for the summer season.

CAPE CHAMBER: Has the ongoing geopolitical tension in the Middle East had a noticeable impact on local travel trends?

NADIA HORN: It has led to fluctuations in inbound, outbound, and domestic bookings. However, the sector is resilient. Air travel is recovering, airports are busy, and new regional routes are continuously being established between South Africa and neighboring countries.

CAPE CHAMBER: With local consumers feeling financial pressure, how is the outbound market holding up? Are you seeing shifts in business travel?

NADIA HORN: Outbound travelers are choosing options closer to home—traveling domestically or to Indian Ocean islands—while international travel to Europe, the UK, and Asia is resuming at a steadier pace. Value-for-money destinations are currently key. On the corporate side, business travel is steadily picking up.