Africa attracts new emerging tourism markets

15-12-24

In recent years, Africa has experienced a remarkable shift in where its visitors are coming from. While traditional tourism markets such as Europe and the United States remain relevant, emerging countries such as India, China and Middle East regions are gaining prominence.

This shift was evident at the inaugural Essence of Africa forum, held in Nairobi, Kenya, in early December. The event brought together 360 tourism professionals from 37 countries, connecting 130 international buyers with 125 African companies in more than 4,200 scheduled meetings. According to Jacqui Reynolds, co-founder of the forum, it sought to offer a wide range of experiences by dividing markets into key regions: Africa and the Middle East, the Americas (Latin and North), Asia-Pacific (with an emphasis on India, China, Australia and New Zealand) and Europe (including Southern Europe, the Nordic countries, Germany, Switzerland and Central and Eastern Europe).

Reynolds highlighted market developments: Central and Eastern Europe is shifting from charter travel to independent travelers; Southeast Asia is showing growth after pandemic restrictions; Latin America is beginning to recognize Africa's offerings; and countries such as Mexico and Brazil are waking up to African potential. In addition, there is an increase in multigenerational travel from Latin America, which represents a significant opportunity. The Middle East is also emerging as a key focus for the coming year, aligning with buyer interest in the essence of Africa.

India, in particular, is establishing itself as an emerging market of great relevance to African tourism. With a growing middle class, higher disposable income and a growing interest in international travel, Indian tourists are looking to Africa for diverse and unique experiences. Ramana Shah, founder of Holiday Art, a Mumbai-based luxury tour company, noted that Indian tourists enjoy African safaris because of the differences in landscapes and wildlife, in addition to cultural similarities. Shah also mentioned incorporating beach destinations into itineraries, combining safaris with coastal relaxation, and highlighted Nairobi as a vibrant city to add to its offerings.

On the other hand, Nigeria, with its growing middle class, increased global connectivity and cultural influence, is becoming an essential emerging market for African tourism. As Nigerian travelers seek more diverse, unique and luxurious experiences, Africa's tourism boards are adapting their offerings to meet these demands.

This interest from new markets in Africa represents a significant opportunity for economic development and tourism diversification on the continent. Adapting to the preferences of these travelers and promoting the diverse experiences that Africa has to offer will be key to capitalizing on this growing interest.