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In the current context of a highly competitive tourism environment, it is increasingly significant to attract alternative and supplementary target segments contributing to diversify and reinforce tourism activity of a destination. This is probably more attractive task for South Africa, a globally emerging destination. The aim of this paper is to explore the crucial factors influencing behaviour of individuals purchasing tourism property in South Africa. From a destination perspective, this analysis is very important in successfully attracting and sustaining property owners. A survey using the method of quantitative research by means of a questionnaire has been conducted to real estate agencies in South Africa. The statistical data were analysed by SPSS and a factor analysis has been performed. Research findings indicated five factors to be crucial from a marketing perspective, namely: country’s perception and infrastructure, government policy, economy, competitiveness and natural resources / environment. The present study allows for gaining understanding on the behaviour and decision making of foreigners willing to acquire tourism properties in a destination. Marketing implications are also discussed. Study’s findings suggest that destination marketers have to focus on specific issues, consider this segment as a challenge and promising, and incorporate this component in marketing planning.