Beyond the Smile: Why South Africa Feels Like the World’s Friendliest Nation (and What That Really Means for Travelers)

It isn’t every day you read a headline that makes you double check if it’s April Fools’ Day. You know what I’m talking about: 'South Africa is the friendliest country in the world.' Having been mostly greeted with nerves or, let’s be honest, cautious optimism at borders, I was skeptical—until I dug into the details. This post is a blend of statistics, stories, and a few oddball discoveries from a country whose welcome mat really does seem extra wide. And yes, there’s more to it than a cheerful 'Howzit.'

The Science of Being Nice: What the Remitly Survey (and the Big 5) Actually Measure

When I first read about South Africa topping the world’s friendliest nations ranking in 2024, I was curious about how friendliness could be measured so precisely. The answer lies in the Remitly agreeableness survey, which used the well-known Big 5 Personality Test as its foundation. This global survey, conducted in partnership with Prolific, sampled 3,000 participants from 27 different countries. The goal was to quantify friendliness using the agreeableness trait definition—a core component of the Big 5 model.

The Big 5 Personality Test is a respected psychological tool that breaks personality into five main traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism. For this study, Remitly focused on agreeableness, which goes far beyond simply being polite. Agreeableness includes empathy, kindness, generosity, humor, and the ability to make others feel comfortable—a kind of social magic that can turn a stranger into a friend.

Remitly’s global survey asked participants to answer questions designed to measure these qualities. The results were then normalized to create a friendliness score out of 40 for each country. South Africa stood out with a remarkable agreeableness score of 34.63/40, placing it at the very top of the list. Greece followed closely with 33.71, Croatia with 33.5, and Mexico and Sweden rounding out the top five. For context, major countries like the United States and the United Kingdom came in at 15th and 18th place, respectively.

So, what does it mean to have a high agreeableness score? According to the agreeableness trait definition, it means being genuinely considerate, helpful, and willing to cooperate. It’s about listening, sharing a laugh, and offering support—qualities that travelers and newcomers notice right away. As Ollie Cassel, Remitly’s head of growth marketing, put it:

‘National agreeableness is about more than niceness—it’s about fostering empathy, compassion, and true community.’

The Remitly agreeableness survey didn’t just measure abstract traits; it reflected real-world experiences. South Africans are known for their warmth, quick wit, and openness, making it easy for visitors to feel at home. This friendliness isn’t just a cultural stereotype—it’s backed by data and lived experiences, as seen in the Remitly global survey.

Here’s a quick snapshot of the top countries by agreeableness score:

The science behind being nice, as shown by the Remitly agreeableness survey and the Big 5 Personality Test agreeableness trait, reveals that friendliness is a powerful force—one that shapes travel experiences and helps create a sense of belonging, especially in places like South Africa.

Where the Data Gets Personal: Stories from South Africa’s Warm Heart

When I first read about South Africa’s top friendliness score in the Remitly study, I was curious if the numbers would match real-life experiences. After spending time in Cape Town—often called a welcoming city by locals and travelers alike—I can say the data only tells part of the story. The true spirit of South Africa’s hospitality comes alive in the everyday moments, spontaneous laughter, and genuine connections that happen far from any survey form.

One morning, while wandering the colorful streets of Bo-Kaap, I found myself lost and a bit overwhelmed. Within minutes, I was approached by three different people—a shopkeeper, a taxi driver, and a young student—each offering directions in a different language: Zulu, English, and Afrikaans. Their warmth was immediate and unforced, and their willingness to help a stranger was a living example of South Africa tourism inclusivity. I realized that in a country with 11 official languages, openness isn’t just a policy—it’s a way of life woven into every interaction.

It’s not just the big gestures that stand out. I remember a shop clerk in Sea Point cracking a joke about the weather as I fumbled with my change. We both laughed, and suddenly, I felt less like a tourist and more like a neighbor. These small exchanges, repeated daily across the country, are what make South Africa’s reputation for friendliness so deserved.

Beyond these personal encounters, there are larger initiatives that show how tourism inclusivity in South Africa goes far beyond buzzwords. One standout is the Pay-What-You-Can Program at select safari lodges. This innovative approach opens up the magic of a South African safari to more people, regardless of their budget. It’s a powerful example of progressive hospitality—one that invites everyone to experience the country’s natural wonders, not just those with deep pockets.

Inclusivity also shines in the country’s food and wine scene. I was inspired by the story of Ntsiki Biyela, founder of Aslina Wines and South Africa’s first Black female winemaker. Her journey is about more than breaking barriers; it’s about creating a space where everyone feels welcome. As Ntsiki says:

"Welcoming new people isn’t just what we do—it’s who we are."

This spirit is echoed in community-focused wine experiences, where visitors are treated as insiders, not outsiders. Whether you’re sampling a glass of Aslina or joining a local harvest, you’re invited to share in the story—and the joy—of South Africa’s diverse communities.

All these experiences, big and small, show why South Africa’s friendliness ranking is more than just a number. It’s the result of deep cultural diversity, progressive hospitality, and a national character that makes every traveler feel at home. From the laughter of a Cape Town shop clerk to the inclusive welcome at a rural lodge, South Africa’s warm heart is always on display.

Welcoming Starts Before Arrival: Airports, Mountains, and the Art of a Good First Impression

Before you even set foot in the heart of South Africa, the country’s reputation for warmth and hospitality is already in motion—often beginning at Cape Town International Airport. Recognized globally for its efficiency and traveler-friendly atmosphere, this airport sets the tone for what many call the Cape Town welcoming city experience. According to the latest Travel + Leisure report and the Remitly study, friendliness in South Africa is not just a cultural trait; it’s woven into the very infrastructure that greets you upon arrival.

Cape Town International Airport: Where First Impressions Soar

It’s rare that an airport feels like more than a transit hub, but Cape Town International Airport consistently ranks among the world’s best for punctuality and amenities. In fact, the airport’s performance has been highlighted in several global rankings, with travelers praising its modern facilities, intuitive layout, and efficient services. What truly stands out, though, is the immediate sense of place: as you step off the plane, you’re not just seeing runways—you’re greeted by sweeping views of Signal Hill, Lion’s Head, and the iconic Table Mountain. The scenery is so striking that it almost feels like a curated welcome, blending natural beauty with the excitement of arrival.

One reader testimonial featured in Travel + Leisure captured this perfectly:

'Landing in Cape Town felt less like arriving and more like being greeted at a family reunion.'

This sentiment is echoed by many first-time visitors and seasoned travelers alike. The airport staff—whether at passport control, baggage claim, or the information desks—are known for their genuine smiles and willingness to help. In my own experience, it’s not just the scenery that makes an impression; it’s the people. There’s an easy sociability here, a readiness to offer directions or advice, that feels rare in major international airports.

Natural Beauty Meets Community Connection

What makes the Cape Town airport ranking so impressive isn’t just punctuality or amenities, but the unique blend of landscape and local character. As you collect your luggage, you might catch glimpses of the mountains through the terminal windows—a reminder that you’re about to step into a city celebrated for both its friendliness and its breathtaking surroundings. Conde Nast Traveller gave Cape Town a remarkable 91.3/100 as a welcoming city, and that spirit is evident from the moment you land.

• Punctuality: Cape Town International Airport is regularly cited for on-time arrivals and departures.
• Modern Amenities: Free Wi-Fi, comfortable lounges, and efficient transport links make transitions smooth.
• Scenic Views: The airport’s design maximizes natural light and mountain vistas, creating a sense of arrival rather than just transit.
• Genuine Hospitality: Staff interactions consistently go beyond the transactional, offering a preview of South Africa’s famed friendliness.

Travelers often mention that the welcoming atmosphere at the airport is a microcosm of what’s to come in Cape Town and beyond. The combination of world-class infrastructure, stunning natural beauty, and authentic human connection makes Cape Town International Airport a true gateway to the friendliest nation on earth.

Why Friendliness Matters: Community, Healing, and a Few Surprises in the Wild

When I think about what makes a tourism destination in Africa truly unforgettable, it’s not just the dramatic landscapes or the wildlife encounters—it’s the feeling of being welcomed, seen, and included. South Africa’s recent recognition as the world’s friendliest nation, as highlighted in the Travel + Leisure report and the Remitly study, is more than a statistic. It’s a lived experience that shapes every journey, especially for those of us who may arrive with a bit of nervousness or even loneliness. In my own travels, I’ve found that the right sort of welcome can turn a foreign place into a second home, and nowhere is this more evident than in South Africa.

Friendliness and community are woven into the fabric of South Africa tourism inclusivity. The warmth of a greeting, the easy laughter shared with strangers, and the genuine curiosity about visitors’ stories all help to break down barriers. As Remitly’s Ollie Cassel pointed out, this sense of openness can ease the anxieties that often come with exploring new places. For travelers, especially those venturing far from home, this means more than just comfort—it’s an invitation to participate in local life, to join in traditions, and to find belonging in unexpected places.

But South Africa’s friendliness extends far beyond social niceties. It’s deeply tied to community engagement, healing, and even conservation. I was moved by stories of families who found solace and connection on healing safaris, where the wild landscapes of reserves like Phinda and Tswalu become spaces for reflection and renewal. These journeys are about more than seeing wildlife; they’re about reconnecting—with nature, with loved ones, and with oneself. The country’s innovative hospitality shines through in programs like the Pay-What-You-Can luxury safaris, which open up transformative experiences to a wider range of travelers, reinforcing the idea that inclusivity is at the heart of South Africa tourism.

South Africa’s friendliness also spills over into its commitment to conservation and sustainability. In places like Phinda and Tswalu, efforts to protect endangered pangolins are not just about saving a species—they’re about building a community of care that includes both locals and visitors. Dining at Klein Jan in the Tswalu Kalahari Reserve, for example, isn’t just a luxury culinary experience; it’s a celebration of local ingredients, traditions, and the people who bring them to life. These moments remind me that travel here is as much about giving back as it is about discovery.

As Travel + Leisure so aptly put it,

'Travel has a way of transforming both guest and host, and nowhere is this more evident than in South Africa.'

TL;DR: South Africa isn’t just statistically the friendliest country in the world for 2024; it’s an immersive, deeply layered destination where warmth, community, and innovation make visitors feel right at home. Let your next trip be more than a tick on the bucket list—go for real connection.