Doreen Rheinstein
“field field” — Slowly, slowly. That’s the mantra repeated by guides leading climbers on Mount Kilimanjaro, and it’s becoming the philosophy that will reshape African tourism in 2025. In an era when travelers often compete from one experience to the next, Africa’s tourism industry must be intentional. Try to slow things down, and in doing so, create more meaningful and resilient experiences.
“What many people these days often forget about with their busy schedules is travel and downtime for some good, old-fashioned R&R,” said Ross Kennedy, CEO of Africa Albida. He calls this new trend “restorative.” A journey for peace of mind and a journey for the soul.” He said this means “sitting with binoculars, sitting with a book, sitting with a gin and tonic or taking an afternoon nap in between activities.”
The shift to slower, more intentional travel is reverberating across the continent. “In the post-corona era, we have seen a shift towards experiential tourism and authentic tourism, where visitors want to feel and experience being around people. They want to feel the heartbeat and soul of the communities they visit,” said Mohammed Hersi. said. Director of Operations at Pollman’s Tours & Safaris.
“For example, people are looking for truly authentic safaris and holidays where they can meet locals, not just contrived experiences like being taken to a Maasai village for a photo shoot. That’s the kind of thing that people don’t communicate authenticity in now. “I’m looking for you.” Hersi said. He explained that visitors “want deeper engagement, whether with the Maasai or other communities in Kenya, the Zulu in South Africa, the Himba in Namibia or the hunter-gatherers in Tanzania.” “They want to be deeply connected to these communities and traditions.”
Lydia Eva Mpanga of Nkuringo Safaris points out that this trend is particularly strong among young travellers. “There is a growing interest among travelers to engage with African culture in more meaningful and less commercial ways. Instead of visiting typical tourist attractions, many are choosing to learn ancient crafts passed down through generations or participate in traditional ceremonies. Looking for a deeper, more personal relationship.”
food for thought
This cultural immersion often extends to culinary experiences, with food becoming an integral part of the authentic African experience. Traditional tourist gatherings are also evolving to reflect this trend, according to James Haigh, sales and marketing director at Lemala Camps & Lodges. “The recent Essence of Africa trade show in Nairobi used the incredible Nairobi Street Kitchen as a base for the first day of the conference and anecdotally it completely changed how some agents felt about booking their clients into Nairobi city center hotels said Haigh.
Beyond cultural authenticity, the move towards mindful travel is reflected in the growing interest in wellbeing and connection to nature. Lydia Eva Mpanga, founder of Nkuringo Safaris, said: “Three out of six safari inquiries involve aspects of wellness-focused travel, especially in nature-based settings. Travelers want to slow down, reconnect with the earth and leave with a better understanding of how they travel. “We want to support future environmental sustainability initiatives.”
The concept of healing through nature is gaining attention across Africa. For example, at Chem Chem Lodge in Tanzania, traditional game drives are supplemented with a mindful walking experience where guests follow trails through nature in complete silence, engaging their senses without distraction.
Even at night provides opportunities for mindful connection. “During a night game drive, you can turn off the lights, look up and see a gorgeous sky and tons of stars,” Hersi says. “Visitors from cities in the U.S., Europe or Asia often have never seen stars in their lives due to light pollution. In Africa.” Stargazing can be a transformative experience.”
This experience illustrates what Shaun Stanley of Stanley Safaris observes: “Travelers are no longer just trying to check boxes. They are spending more time in each location, interacting with local people, and enjoying each accommodation and experience in a deeper way.”
Revitalize the community
David Guthrie, founder of A Tent with a View, highlighted how this slower pace benefits both travelers and the local community.
“More and more travelers to Africa are showing a real interest in protecting the environment and supporting local communities,” he said. “Carbon neutrality is just one aspect of sustainable development. Of course it’s very important, but so is doing things that actually make people’s lives better.”
The industry is adapting to support these developments. Krista North of The Saxon Hotel, Villas and Spa said: “Leisure travelers on safaris are staying longer, and they tend to stay in hotels or lodges and focus more on slower travel trends and less running around. “I’ll have to wait a few more days to really experience that location.”
Hersi predicted these changes as follows: “Africa’s share of global tourism is barely 3%, and even that 3% is shared between the North and the South.” However, its relatively small market share could be an advantage, enabling the continent to develop prudent and sustainable tourism.
