South African Tourism has introduced a new artificial intelligence travel assistant designed to help visitors from the United States and Canada plan trips to the country more easily.
The tool, called Siyanda, offers personalised travel advice in real time, allowing users to build customised itineraries based on their interests, budget and travel style.
The launch reflects South Africa’s growing use of digital technology to compete in the global tourism market. Officials say the AI assistant will help expand the country’s reach in North America, one of its most important overseas markets, by offering an interactive and user-friendly way to explore travel options.
Siyanda was developed in partnership with travel technology company GuideGeek and focuses on helping travellers discover South Africa’s wildlife, culture, food and historical landmarks.
Personalised Trip Planning Powered by AI
Siyanda allows travellers to plan detailed itineraries that include safaris, hiking trails, cultural experiences, food tours and visits to well-known heritage sites. By responding instantly to questions, the AI assistant removes much of the uncertainty involved in long-distance trip planning.
South African Tourism says the tool makes travel planning more accessible by offering tailored suggestions rather than generic recommendations. Users can receive advice on destinations such as Kruger National Park, Cape Town, the Drakensberg Mountains and the wine regions of Stellenbosch, as well as guidance on local cuisine and cultural events.
The AI assistant is named after a Xhosa word meaning “we are growing”, a reference to South Africa’s expanding tourism footprint and its 11 official languages.
New AI App Expands Travel Support
Alongside Siyanda, South African Tourism has also rolled out AI Plan Savy, a travel planning app developed within the Travel Company ecosystem. The app is designed to support both South African and North American travellers by offering on-demand travel assistance.
Plan Savy can suggest travel routes, activities, restaurants and tours, while also answering questions in real time. For example, users looking for places to eat in Cape Town can receive recommendations based on ratings and location, while those planning safaris can get help structuring multi-day itineraries.
The app operates 24 hours a day, allowing users to plan trips at their own pace. It draws on integrated services from GuideGeek and Siyanda to deliver what developers describe as a seamless and responsive travel experience.
Supporting Travel Advisors and Industry Professionals
Siyanda is also designed to support travel advisors and tourism professionals. The platform gives agents access to up-to-date information about destinations across South Africa, helping them build customised travel plans for clients.
By using real-time data and AI-driven insights, travel advisors can design experiences that go beyond standard sightseeing. This includes trips centred on local festivals, community tourism and extended safari packages, tailored to different traveller preferences.
South African Tourism believes the tool will strengthen collaboration with international travel professionals while improving the quality of advice offered to potential visitors.
Strengthening Ties With the US and Canada
The United States is expected to remain South Africa’s largest overseas tourism market between 2023 and 2025, with Canada also playing a key role. Tourism officials say Siyanda is part of a broader strategy to deepen engagement with North American travellers who increasingly expect digital tools when planning holidays.
South Africa continues to attract visitors with its wildlife, cultural diversity and natural landscapes, while also benefiting from a favourable exchange rate for US and Canadian tourists. The country’s long coastline, wine regions, national parks and urban centres offer a wide range of experiences at comparatively affordable prices.
A New Chapter in Digital Travel Planning
South African Tourism says Siyanda marks the beginning of a new phase in how the country presents itself to international visitors. By combining AI technology with local expertise, the organisation aims to make travel planning more intuitive, personalised and efficient.
From safaris in Kruger National Park to food experiences in Cape Town and city life in Johannesburg and Durban, the AI assistant is designed to help travellers make the most of their time in the country.
Officials say the long-term goal is to position South Africa as both a world-class destination and a leader in digital tourism innovation, offering visitors an easier path to discovering its culture, landscapes and wildlife.