More South Africans are renting vehicles for longer trips and more kilometres, Cape Town remains the rental capital of the country and smaller airports are surging in popularity, Valita Marais, Operations Director of Bluu Car Rental reveals.
In December 2025, Airports Company South Africa (ACSA) handled more than four million passengers – an increase of 8% year-on-year while international arrivals rose by 12.3%[1]. These 5,584,473 international tourists came from Africa (14.3% increase) and overseas (5.6% increase) and when all these travellers landed, they needed transportation and the car rental market in South Africa paints an interesting picture of where people are travelling, how much they’re paying and which cities are the most popular.
The industry figures tracked by Bluu Car Rental show that most travellers are headed for the coast. Cape Town International Airport is now the busiest car rental airport in the country by wide margin, with 499,200 rentals in 2025 against 363,572 at OR Tambo International Airport, in the same time frame. Cape Town has held the lead place every year since 2021, but that doesn’t mean there isn’t growth in other cities. Three unexpected cities have seen the most growth in rentals over the past year – George, which increased by 12% in 2025, Lanseria by 13% and Nelspruit by 13%.
Once they land, they are driving further every year. In 2024, the average rental covered 574km but by the first seven months of 2026, that distance had increased to 674km. The average rental time has also risen, with the average now 8.4 days compared with 8.2 days in the same period (Jan-July). Interestingly, this is a decrease on 2021, with an average of 9.1 days and 2022 at 8.5 days – length of rental took a sudden dip in 2023 (8.1) and 2024 (7.8) and is now seeing a steady increase.
What’s really interesting is the cost dynamic behind this rental boom. On paper, the rise in rentals of 8.7% in 2025 to almost 2.4 million and rental days by 10.8% suggests that revenue rose alongside, however, this only grew by 1.7% because the average daily rate fell from R552 in 2024 to R501 in 2025. This average daily rental has continued to come down and South Africans are renting more cars for longer and paying less for each day behind the wheel.
One of the biggest drivers behind the rental increase is the holiday traveller with leisure rentals up by 16% in 2025 to just over 900,000, making it the biggest segment for the industry.
The busiest months for rental travel are March, October, November, January and February but, over the past year, October, December and August have seen the most significant growth. March likely sees solid traction as it is the Western Cape’s best month for corporate and international travel while January to March have the highest share of international renters.
For South Africans and visitors who rent vehicles, stronger travel demand may look like good news. But the cost base behind every rental car is under pressure. Fuel prices were 20.1% higher in August 2026 than the year prior, while the broader cost of operating personal transport equipment rose 15.7%. Insurance prices increased by 5.9%, and maintenance and repair costs rose 5.3%[2]. With an average daily rate that keeps falling while costs climb, means that this equation needs to be balanced and the risk is that it is achieved by running older cars, thinner service and less support when something goes wrong on the road.
This is an important consideration for renters, especially if they are undertaking longer trips. A renter who drives 674km on unfamiliar roads needs a car that has been properly maintained and a company that answers the phone. When choosing a rental company, look at those that haven’t fought for their competitive advantage using lower rates, instead look for those who offer value-added service such as support, 24-hour roadside assistance, well-maintained vehicles and clear, upfront pricing. With the average car on South Africa’s roads being 10.8 years old, according to the RMI, a new, properly serviced rental car is worth more than a few rand off the daily rate[3].
