Doreen Rheinstein
The Global Wellness Institute recently stated that consumer spending on wellness continues to increase and that the global wellness economy is expected to grow 8.6% annually. The market size is expected to reach $8.5 trillion by 2027, led by wellness tourism. According to GWI, this sector is outpacing general tourism growth. Wellness travel accounts for 7.8% of total tourism but 18.7% of total tourism spending. This is close to one-fifth of the cost of the trip.
Africa's rich natural landscapes, unique stargazing opportunities and nutritious cuisine make it an ideal destination to capture a significant share of this wellness market. “Being in Africa lends itself to the concept of wellness like no other destination in the world,” said Wendy Walker, travel advisor and owner of Quintess Vacations, part of The Affluent Traveler Collection.
Here are five African tourism wellness trends expected to be very popular in 2024:
1. Slow Safari: According to Jim Holden, president of Holden Safaris, there is no such thing as “silence” on safari yet. He said his customers really relate to the experience of going out on a game drive, stopping in a remote spot, turning off the Jeep's engine, listening and reconnecting with nature.
“Similarly, when I describe the African sunset tradition, it involves stopping at a stunning view or waterhole, watching the sun set on another day, relaxing with your favorite beverage, and sitting back and reflecting on life and the day’s activities. “I also see customers craving that experience,” says Holden. “There seems to be a longing to stop for a moment, to stop the world from spinning, to stop the endless conversation, to stop the endless stimulation of social media.” !
2. Star Bath: This trend, which attracted attention last year, is expected to grow even further in 2024. It started as a wellness technology to help those with insomnia, allowing people to immerse themselves in the night sky in the pursuit of better head space.
According to Rob More, founder and CEO of More Family Collection, the clean air and minimal artificial light found in remote African wilderness spaces provide ideal locations for stargazing and star bathing. He said travelers are looking for a rare experience that allows them to be part of untouched wilderness, and treehouse lodging is as close as possible. “It’s just you, the animals below, and the stars above.” He said.
Sarah Jackson, Product Manager for Africa at Jacada, said sleeping under the stars is a great way for travelers to fully immerse themselves in nature and feel completely relaxed and rejuvenated.
3. Sound healing: An increasingly popular therapy that combines a variety of healing sounds and music to trigger a relaxation response, reduce chronic stress, and maintain balance throughout the body.
According to Michael Liffmann, group director of operations for Newmark Hotels & Reserves, sound healing is a non-invasive way to restore natural frequencies within the body.
“Today’s travelers are looking for experiences that will allow them to return home feeling physically, emotionally and spiritually recharged,” Liffman said.
Singita incorporates sound healing into its holistic wellness services. Marketing director Adrian Kaplan said his establishment began using crystals along with African instruments and sound therapy, as well as massages using body scrubs made from local ingredients.
“Huts like Singita Sabora Tented Camp and Singita Mara River Tented Camp have included crystals and meditation decks/pillows as well as sleep rituals and yoga mats,” said Kaplan. “We also offer outdoor wellness treatments where you can listen to the sounds and breezes of nature, adding sound therapy using Tibetan bowls or rain sticks. We offer sound baths on the lawns at Singita Castleton, on blankets under the trees. there is. .”
4. Attentive immersion: Travelers in 2024 will increasingly seek out “off time,” as Wild Frontiers director John Addison likes to call it. They no longer just want to go on game drives, they want to take a step back and truly immerse themselves in the destination and relax. According to Jack Ezon, founder of Embark Beyond, this translates into statistics. He said nature travel in the U.S. has increased 42% since 2019. He explains that people want to connect with him and reset their minds.
“We’re seeing our guests open their eyes to new perspectives and cultures and gain a better understanding of travel that restores their whole being – body, mind and spirit,” said Singita’s Kaplan.
Jacada's Jackson added that travelers are increasingly looking for quiet and peace away from the vehicles and engines they get on various safaris, such as mokoro (canoe) safaris. Or perhaps you want to better understand the world you're visiting through a conservation program.
5. Eco-friendly eating in Africa: According to Newmark's Liffmann, today's meal centers around fresh, organic produce, with plenty of ingredients such as locally grown vegetables, fruits and honey. He discovered his growing interest in culinary travel and food experiences. “As the quality of our wines and the variety of our gins has increased, so has South Africa’s reputation as a great dining destination,” he said, adding that there is also a lot of focus on sustainable eating principles.
Africa has some exciting wellness experiences for travelers to explore. But ultimately, Addison sums up Africa’s appeal for wellness travelers: “You need an experience rather than a room. You can get a good meal anywhere, a good bed and a hot shower. You can't get the Milky Way and the roar of a good lion.”
