Doreen Rheinstein
Is African tourism truly maximizing its potential? Or are we too reliant on traditional source markets seeking traditional experiences?
Increasingly, travel experts are calling for the continent to broaden its focus to include its rich diversity of culture, history and art.
Suzanne Bayly, managing director of Classic, said: “The safari world is a niche market that makes us think of tent camps and copper baths. This has resulted in an industry that operates in a bubble, which is a bigger obstacle to growth than we might think. “It will work,” he said. A portfolio that operates a number of camps and lodges on the continent. “Do not define Africa as a safari bubble, but rather open it wide and explore the diversity of culture, music, art and other aspects that make this continent wonderful. This has wider appeal and will also speak to markets like Africa. “I want to look beyond the savanna and discover the rhythm and life of the continent.”
This broad approach has the potential to attract a lucrative segment of the population: the growing black American traveler market. The sector represents a significant economic force, with total leisure travel spending of $109 billion in 2019 (the most recent year available), according to MMGY Global's 2020 The Black Traveler: Insights, Opportunities and Priorities Report. That sum was used for international travel. Insights from Mandala Research show that among Black U.S. travelers, those who focus on cultural experiences have a vested interest in connecting with Black history and traditions and spend the highest on average per trip.
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For many Black Americans, traveling to Africa represents a deep connection to their heritage. “Descendants of those in the diaspora have recently been trying to return to the roots of their existence,” said Felicia R. Fencl of First Choice Travel Group.
Cynika Drake, founder of Lavish Lifestyles Concierge, agrees, saying there is definitely a growing interest among Black Americans to connect with their roots. “We found that there was a high desire for culturally immersive experiences, connections with local people and feeling a real connection to the destination,” she said.
For Nadia Henry, owner of Travel With Sparkle and Travel Weekly columnist, media coverage, celebrity endorsements and initiatives such as Ghana's “Year of Return” have also fueled a greater desire to connect with her African heritage. Next on my list of interests are culinary tours and art tours with wildlife, which rank much lower on the priority list.
Mefi Pishori Alapat, safari designer at Journey to Africa, shares her positive experiences arranging customized cultural encounters for Black American clients, including time spent with local tribes, visiting historical sites, and finding Black-owned businesses such as wineries.
“In Tanzania and Kenya, we have asked them to spend time with local tribes such as the Maasai, Hajabe and Samburu people, or to travel to Kenya’s historic Stone Town or Lamu,” Alapat said. “We love adding these experiences to every travel itinerary, but for Black Americans, these interactions become personal, which makes them even more special to us.”
focus shift
Of course, the safari will always remain an iconic African symbol. However, the experience itself is becoming increasingly diverse. Travel industry experts are observing a trend away from the traditional wildlife-centric focus.
Will Bolsover, Founder and CEO of Natural World Safaris, said: “We are seeing a notable surge in traveler interest in activities beyond the traditional safari. Our guests are enjoying an immersive walk with the bushmen of Botswana, a visit to the Samburu and more. We actively seek the same authentic cultural engagement: visit villages in Kenya and experience the enchanting singing wells of Ba'aka in the Central African Republic (CAR).”
Bolsover also cited several other examples, including a visit to the Mara Plains. You can access the Naboisho women's group in Kenya, which empowers women through business. She joins the Lewa Wildlife Conservancy's rhino anti-poaching team, where her daily duties include checking snares placed by poachers and carrying out daily training for tracking dogs.
“These experiences not only provide profound insight into local traditions, rituals and ways of life, but they also prioritize respectful interaction and community engagement, ensuring meaningful and mutually beneficial exchanges between travelers and local communities,” he said. added.
“There is so much to do in each safari destination that you no longer need to visit five camps when you can do your entire safari experience in, say, two or three camps,” said Jim Holden of Holden Safaris. These changes allow for deeper cultural experiences and exploration of Africa's unique products.
Bolsover explained that there is a clear increase in first-time visitors from the United States, along with an increase in returning travelers looking to explore more deeply the diverse attractions of Africa. This suggests that the continent not only appeals to a growing audience, but also has the potential to sustain long-term interest and encourage repeat visits.
Journey to Africa's Alapat also observed this demographic shift, citing an increase in specific interests such as walking safaris, unique experiences such as tiger fishing or helicopter safaris, and a desire for longer stays in a single location for deeper immersion.
diversity invitation
While interest exists, obstacles remain as to how many African countries market themselves. Drake points out: “Unfortunately, a lot of marketing is targeting only Westerners (Europeans and white Americans), which can deter potential black American travelers.”
Fencl agrees: “South Africa tends to capture the essence of non-black travellers. Their promotions target the majority. Unfortunately, due to the lack of diversity, black travelers will not consider visiting and will not feel a connection to the South. Africa.”
How can I solve this problem? Naledi Khabo, CEO of the African Tourism Association, suggests that the African travel industry can streamline access to information about available experiences and improve connectivity to African destinations. “Ultimately, travelers want to feel welcome and safe when exploring any destination, whether in Africa or not,” she emphasized.
Ray Berrouet, African Bush Camp's U.S. account manager, said collaboration is needed to highlight Africa's cultural depth.
“African countries need to shift their marketing efforts towards showcasing their rich cultural heritage,” he said. tsThis means highlighting the diversity of Africa, going beyond safaris and poverty tourism and including discussions of pre-colonial, colonial and post-colonial eras.”
He explained that African Bush Camps has taken steps to ensure that guests can experience local culture and heritage at every destination.
“They experience stewardship of the land itself, both as local staff who make up our camps and as guides (storytellers) who share stories and knowledge about their centers and the surrounding communities where our projects are located,” Berrouet said.
Khabo’s advice to the African travel and tourism industry is to “actively engage with and reach out to black travel stakeholders, and work with organizations that have relationships with key stakeholders across black travel to create a truly targeted and authentic approach across all areas.” “Developing a marketing strategy.”
She concluded that the African American market is not a monolith and it is important to keep this in mind.
“There is no blanket approach. It is important to understand and recognize what drives interest and decisions to travel,” Khabo said.
