Abstract : Based on the situation in SA and the principle of sustainable development of tourism industry， the target market oftourism in SA is \"environmental-cultural traveler\". Compared with the whole country， the change of the numbers ofinternationaltourists in SA is apparently much greater. Most European tourists are very interested in SA tourism attractions， and the SA's share inEurope is much higher than any other parts of the world. European tourists also spend more nights in Australia than any other partsof the world. This is inevitably the result of advanced cultural tourism.