ATW Trend Report 2024

Just unveiled at #ILTMAfrica2024 – our highly anticipated ATW Trends Report for 2024!

This insightful report highlights why Africa is emerging as a must-visit destination this year. From the continent’s booming arrivals to the rise of unique experiential travel offerings like human rewilding, star bathing, and ultra-luxurious safari experiences, the report uncovers the key trends driving exploration in Africa.

Get an inside look at the compelling findings that have travel enthusiasts worldwide excited to discover Africa’s fresh, revitalized tourism scene.

Key highlights

Stats

The number of inbound arrival trips to Africa has increased significantly over the last 10 years. According to Euromonitor International, growth has been steadily increasing, with an average yearly rise of 7%. Despite the effects of COVID-19 on travel, the number of inbound arrivals trips in the region increased from 56 million to 76 million between 2014 and 2019.

Inbound arrivals exceeded 80% of pre-COVID levels by the end of 2023, totalling 63 million trips

According to Euromonitor, 2023 saw 2.3 million trips from China and India to Africa – a significant jump from 1.5 million a decade prior.

Over 70% of inbound tourist in Africa continue to be regional tourists, according to Euromonitor.

A sneak peek into the future

Projections indicate strong growth in inbound arrivals and spending. Between 2024 and 2027, average annual growth rates are expected to reach 8% for inbound arrivals and 6% for spending. Consequently, by 2027, inbound arrivals are anticipated to surpass 95 million trips, generating over US$90 billion in inbound receipts.

Overtourism

A lot of research is being done to assess an effect called ‘anthropause’ – essentially the effect on wildlife and habitats observed during the pandemic. Lockdowns contributed to less noise, traffic and tourism, with a positive effect on wildlife. Is it significant enough to drive change in tourism behaviour?

Human rewilding

Africa puts the ‘wild’ in human rewilding experiences, promising wide open spaces, limitless wildlife, savannahs, sprawling deserts, mountain ranges, busy farms, lush forests, and fruitful vineyards. In short, the opportunities for travellers to reconnect with nature are endless.  

Star bathing

Star bathing is lighting up the world of wellness travel in 2024, promising a return to our primal connection with the universe. Ultimately, it’s a nod to the modern traveller’s thirst for meaningful experiences.

The clearest skies offer the best canvases for star bathing, making Africa’s remote locations, such as game reserves and mountain escapes, galactic getaway go-tos.

Agritourism in Africa

Africa’s agricultural industry is as diverse as its landscapes, from thriving vineyards in South Africa to aromatic coffee plantations in Rwanda. As such, agritourism has been at the heart of many travel suppliers’ operations long before the trend really started taking off.

Limelight Gaycations

In an era marked by increased inclusivity, the LGBQT community is embracing on a unique form of tourism: limelight gaycations. These trips are inspired by locations featured in LGBQT+ friendly TV shows and films, reflecting a deeper connection between media representation and real-world exploration.

Recent years have seen a significant rise in the representation of LGBTQ+ characters and storylines in TV shows and films, including top grossing mainstream movies. According to Statista, the number of queer characters in mainstream films in the US increased by 190% between 2014 and 2019. Furthermore, in 2020 and 2021, 20.8% of regular characters on American primetime TV identified as LGBQT+

Culinary Tourism

There is one thing that stands out as common ground when you start digging around Africa’s food scene – the focus on sustainable, ethical, and healthy eating, and the people and their histories behind each ingredient and every meal.

The growing demand from across the globe for healthy, sustainable food is undeniable. People want to know where their food is coming from and how it’s affecting not only them but the planet. Africa is exceedingly well-positioned to meet these needs.

MICE

“In 2022, Africa hosted over 1,000 international events, drawing over two million business visitors who spent around US$3.5 billion. With that direct cash injection plus packed hotels, busy eateries and booked activity providers, the ripple impacts would be substantial,” says Glenton de Kock, CEO of The Southern African Association for the Conference Industry (SAACI).  

For 2022-2025, South Africa’s convention bureau secured 16 international events via 40 successful bids. These events should attract 16,500 delegates while injecting around US$16 million into the economy.     

Africa’s ultimate luxury

As luxury travel continues to evolve, a new trend is emerging in the African safari market: the rise of 7+ star experiences.

Virtuoso, a leading luxury travel network, reported a significant increase in bookings with hotel average daily rates soaring to nearly $1,700 USD per night, reflecting the growing demand for high-end experiences.