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.