Africa Travel Week

What’s trending in Africa’s Tourism?

We launched the Africa Travel Week Trends Report unveiling the 10 most important trends that will determine travel and tourism to Africa in a post-pandemic world:

  1. Greenwashing won’t cut it anymore: Greater transparency. More accountability.
  2. African cuisine will take its place at the global table: Mouth-watering African cuisine speaks for itself… but the African tourism industry must do its part to prepare potential tourists for African gastronomy and to create excitement around it.
  3. Diversity: ‘The diversity traveller’ emerges — people with needs beyond the nuclear couple or family, such as single women travelling alone, single-parent families etc.
  4. Accessibility will be a game changer for tourism: Tourism environments and services will need to be designed with different access requirements in mind.
  5. Luxury is no longer about money:It’s about time and wellness. Travelling with purpose, meaningful experiences, bucket-list destinations and itineraries, and exclusive escapes (travel bubbles and remote locations away from the crowds) are the main luxury travel trends we’ll see in Africa.
  6. Travel Bubbles: The pandemic may be largely behind us, but ‘travel bubbles’ are here to stay with a marked increase in demand for multigenerational trips. Africa is ideally positioned to tap into this exciting trend.
  7. From over-tourism to impact tourism: Restorative safaris that make a positive impact on conservation and communities will become more popular, as will intimate and authentic experiences.
  8. Slow tourism is coming of age: People are taking longer trips with fewer stops, the coming of age of what has been coined ‘slow tourism’.
  9. Flexcation, bleisure, workcation − the workforce of tomorrow: Employees are now insisting on a more flexible workplace with a renewed focus on work-life balance. This new trend is creating incredible opportunities for destinations in Africa.
  10. Tech and human connection go hand-in-hand: Most of us have forgotten how to live – and travel – without technology. The pandemic has accelerated our adoption of technology even further.

Download the link to the ATW Trends Report .


Dorine Reinstein