Tourism plays a recognised role in the South African economy, even though it is faced with
a number of challenges including levels of seasonality, geographic spread and differing
levels of travel and tourism culture within population groups. Literature speaks to the role
that domestic tourism can play in addressing these challenges. Within the South African
context, emerging markets are population groups entering the market in increasing
numbers as domestic tourists, especially those previously neglected during the years of
segregation through apartheid. The focus of this exploratory study was to identify the
constraints that deter the South African emerging black domestic market from visiting
national parks, and more specifically the Kruger National Park. A survey of 350 individuals
support existing literature, but highlight the importance of time, distance and affordability
as constraints to this market. The study identifies areas in which products could be
adapted, as well as aspects that could be considered when formulating marketing
messages aimed at this market