South Africa's been growing in popularity as a tourist destination for years but now the Rand has taken on an extra shine.
British tourists looking to make the most of their pound as it plunges against the euro and dollar are heading there in droves.
It's one of the top destinations in a UK Post Office money report for the first half of 2009.
The data suggests more Britons are prepared to travel farther than their traditional foreign stamping grounds in search of sun and cash stretching opportunities.
"The last thing people do is cancel their holiday, so if people can afford to go on holiday, they'll go on holiday but they want to go to places that add value for money where they can stretch their pound as far as possible. So we'll find people going to places where they get better value for money," said Sara Munro, head of Post Office Travel Services.
South Africa is gearing up for an even bigger boost from one of the major events of the global sporting calendar.
It's expecting up to 450,000 international visitors when it hosts soccer's world cup in 2010.
But it's not the only destination to cash in on the poor performance of the pound.
Its ailing fortunes against the euro have made short European city breaks less attractive.
Emma Roberts from travel firm Trailfinders says wet summers are adding impetus to demand for sun, sea and sand.
"Eurostar to Paris to Brussels, people aren't tending to use us quite so much for city destinations but Europe as in beach holidays are still quite popular although Turkey is now starting to lead the way just because it doesn't have the euro.
Britain's economy is certainly not at its best but those who can afford foreign holidays may be grateful in the long-run for the push it's given them to seek out new destinations in their quest for value for money.
Reuters