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He said a total of 29.7 million trips were undertaken during the year, compared with 30.3 million in 2009.

It was interesting to note that for the first time in many years, travel to visit friends and relatives declined as a share of the total trips undertaken, he said.

For 74% of all trips undertaken, the primary purpose was still visiting friends and family, but this did decrease slightly from 76% in 2009.

Van Schalkwyk said it was encouraging to note that holiday travel had increased from 12% of all trips taken to 13%.

Domestic tourism has historically been, and remains, the largest contributor to tourist volume in South Africa, with 79% of all volume in 2010 derived from domestic tourists.

According to Van Schalkwyk, for the first time in many years there had been increases in key areas such as frequency, overall spend and the length of stay.

He said it was evident that marginally fewer South Africans travelled in 2010, but he believed the increases in spending and regularity of travel showed that South Africans were embracing a culture of travel.

Van Schalkwyk launched SA Tourism's new Sho't Left campaign for 2011-12.

Sho't Left, with a R30-million investment, encourages all South Africans to explore their country and showcases it as a fun, affordable and easy-to-travel destination.