South African airlines, airports, and hotel groups are stepping up their social media game
Written by: Gerrit Davids Save to Instapaper
The latest TourismX Index reveals strong digital momentum across South Africa’s airports, airlines, and hotel groups.
With rising followers and high engagement rates, the sector is leaning into more interactive, audience-focused content.
The Index shows that experience-led brands are making their mark, reflecting a more dynamic and competitive digital tourism landscape.
Airports across South Africa showed strong social media growth and engagement. Regional airports are emerging as digital contenders, reflecting a shift toward more localised and community-focused strategies.
Airlines achieved high engagement through consistent posting and audience-focused content. Smaller carriers gained traction with personalised storytelling and strong interaction rates.
Hotel groups performed well across all metrics, with many embracing experience-driven and visually rich content. This trend highlights a growing emphasis on authentic, immersive digital strategies.
The TourismX Index reflects the engagement metrics for these airports, airlines and hotel groups on Facebook for the period 1 January - 31 May and includes the following:-
Most Engaged South African Airports
Airport Social Media Audience Growth Excellence Award - Gold: George Airport- Silver: King Phalo Airport- Bronze: Bram Fischer International Airport
Most Interactive Airport on Social Media - Gold: George Airport- Silver: Bram Fischer International Airport- Bronze: King Phalo Airport and Chief Dawid Stuurman International Airport
Most Engaged Airport on Social Media - Gold: O.R. Tambo International Airport- Silver: Cape Town International Airport- Bronze: King Shaka International Airport Most Active Posting Airport on Social Media - Gold: King Shaka International Airport- Silver: Cape Town International Airport- Bronze: O.R. Tambo International Airport
Most “Liked” Airport on Social Media - Gold: O.R. Tambo International Airport- Silver: Cape Town International Airport- Bronze: King Shaka International Airport
Most Commented Airport on Social Media- Gold: O.R. Tambo International Airport- Silver: Cape Town International Airport- Bronze: George Airport
Most Shared/Reposted Airport on Social Media- Gold: O.R. Tambo International Airport- Silver: King Shaka International Airport- Bronze: Cape Town International Airport
Grand Prix Awards:
Social Media Airport Champions of the Year - Gold Champion: O.R. Tambo International Airport - Bronze Champion: Cape Town International Airport- Silver Champion: King Shaka International Airport
Highly Recommended- George Airport - Bram Fischer International Airport - King Phalo Airport - Chief Dawid Stuurman Int’l Airport
Most Engaged South African Airlines
Airline Social Media Audience Growth Excellence Award - Gold: FlySafair- Silver: Airlink- Bronze: LIFT Airline
Most Interactive Airline on Social Media - Gold: CemAir- Silver: LIFT Airline- Bronze: FlySAA
Most Engaged Airline on Social Media - Gold: FlySafair- Silver: Airlink- Bronze: FlySAA
Most Active Posting Airline on Social Media - Gold: FlySafair- Silver: Airlink- Bronze: FlySAA
Most “Liked” Airline on Social Media - Gold: Airlink- Silver: FlySafair- Bronze: FlySAA
Most Commented Airline on Social Media- Gold: FlySafair- Silver: FlySAA- Bronze: Airlink
Most Shared/Reposted Airline on Social Media- Gold: FlySafair- Silver: FlySAA- Bronze: Airlink
Grand Prix Awards:
Social Media Airline Champions of the Year - Gold: FlySafair- Silver: Airlink- Bronze: FlySAA
Highly Recommended- CemAir- LIFT Airline
Most Engaged South African Hotel Groups
Hotel Group Social Media Audience Growth Excellence Award - Gold: The Capital Hotels & Apartments- Silver: Newmark- Bronze: Protea Hotels by Marriott
Most Interactive Hotel Group on Social Media - Gold: The Capital Hotels & Apartments- Silver: Newmark- Bronze: Protea Hotels by Marriott
Most Engaged Hotel Group on Social Media - Gold: The Capital Hotels & Apartments- Silver: Newmark- Bronze: ANEW Hotels & Resorts Most Active Posting Hotel Group on Social Media - Gold: Tsogo Sun- Silver: Newmark- Bronze: Southern Sun
Most “Liked” Hotel Group on Social Media - Gold: The Capital Hotels & Apartments- Silver: Newmark- Bronze: ANEW Hotels & Resorts
Most Commented Hotel Group on Social Media- Gold: ANEW Hotels & Resorts- Silver: Protea Hotels by Marriott- Bronze: The Capital Hotels & Apartments
Most Shared/Reposted Hotel Group on Social Media- Gold: ANEW Hotels & Resorts- Silver: Protea Hotels by Marriott- Bronze: Tsogo Sun
Grand Prix Awards:Social Media Hotel Group Champions of the Year - Gold Champion: The Capital Hotels & Apartments- Bronze Champion: Newmark- Silver Champion: ANEW Hotels & Resorts
Highly Recommended- Protea Hotels by Marriott - Tsogo Sun- Southern Sun
Notes to Editors:Please note: These rankings are based on actual performance metrics for each event, as extracted from Facebook. It does not include other social media platforms, which may be prioritised over Facebook, but it is the only one that provides us with the necessary metrics to compile this comparative index.
For more information, contact:Gerrit DavidsMDGerom MediaMobile. +27 (0) 82 496 1657E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it. Website: www.gerommedia.co.za Physical Address: BG07 Villa Abrosia, Kirkby Road, Bedfordview, South Africa 2007
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