Doreen Reinstein
Adventure tourism is a growing niche in the travel industry, with a global market value of over $450 billion and projected to reach $2.6 trillion by 2033, according to a recent report from Allied Market Research. As Chris Roche of Wild Expeditions points out, while people typically equate adventure travel with kayaking on North American rivers or hiking to Machu Picchu, Africa is beginning to establish itself as a new and different type of adventure tourism destination.
“Adventure is in the eye of the beholder,” says Peter Allison, sales and marketing manager for Natural Selection. He explains that for many people, just setting foot on the African continent is exciting. But he adds that Africa is no longer a “one-size-fits-all” destination that promotes wildlife experiences.
Kenya is embracing this change wholeheartedly. Kenya Tourism has established the National Adventure Tourism Products Club to bring together public and private sector stakeholders to package and promote new adventure products. Tourism Board CEO June Chepkemei said the resilience and growth potential of adventure tourism is critical to supporting local economies.
In a recent webinar hosted by the Africa Travel and Tourism Association, James Savage of Savage Wilderness said Kenya’s diverse portfolio of adventures includes paddleboarding with dolphins, camel safaris and even heli-biking on Mount Kenya. The country is also gaining traction as a destination for professional mountain bike racing, with events such as the Safari Gravel Race in Hell’s Gate National Park in Naivasha attracting international competitors.
Meanwhile, South Africa’s Western Cape is also solidifying its position in the adventure sector. According to South African Tourism, the province will attract 85% of all adventure tourists visiting the country in 2023. Wesgro, the province’s official tourism, trade and investment promotion agency, said the Western Cape is “ideally positioned in the adventure tourism market due to its emphasis on sustainability and promoting harmony between humans and nature.”
Low-shock thrill
According to Allison, the continent has long been known for adventure activities like bungee jumping and white-water rafting at places like Victoria Falls, but Africa is also developing activities for those who “want a thrill but are less bruised.” He points to activities like exploring the ancient sand dunes of the Skeleton Coast at Shipwreck Lodge in Namibia, snorkeling under waterfalls at GweGwe Beach Lodge in South Africa, and learning from Bushmen in places like Botswana, Namibia and Zimbabwe how to make fire with sticks, zebra dung and sand.
Roche agrees, saying there has been a shift from pure adrenaline activities to “soft adventures”. These include experiences like tracking lions on foot, sleeping on an island in the Okavango Delta or spending a day immersed in local rural culture. “Travellers want to immerse themselves in local culture and really understand what it’s like to be a rural African, to live with wildlife and the challenges that come with it. We’re also seeing a rise in demand for destinations like Madagascar and Ethiopia, which offer much more physically active, more remote, less scripted and completely different, less typical safari adventures,” he said.
Spreading the Wealth of Tourism
This reimagining of adventure tourism is having a positive impact on rural communities across Africa.
“The rise of adventure tourism across Southern Africa represents a significant opportunity for sustainable economic growth and regional cooperation,” said Natalia Rosa, Project Lead, SADC Business Council Tourism Alliance. “By diversifying our tourism offering beyond the traditional safari, we are not only attracting new travellers but also extending the benefits of tourism to more communities across the SADC region. This shift towards adventure and experiential travel aligns perfectly with our goals of promoting responsible tourism and fostering deeper connections between visitors and diverse cultures and landscapes.”
Allison said the revenue from adventure tourism has allowed Natural Selection to run programs that support community development and conservation efforts, such as Ele Express in northern Botswana. Working with local organizations, Natural Selection has purchased minibuses to safely transport children to school, reducing the risk of trampling by elephants on walks. The program has since expanded to help transport elderly people and pregnant women.
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“The impact is not only in creating jobs, but also in making local people understand the importance of tourism and why it needs to be protected,” says Nomkosi Tshabalala, marketing manager for the Kruger Lowveld Tourism Group in South Africa.
Johan Radcliffe of South African tour operator Dirty Boots says adventure tourism is “low-hanging fruit” for local communities. “There are a lot of rural areas that offer walking tours, kayaking trips and similar activities. These operations have low capital costs and rural areas are the perfect location for these activities.”
According to Roche, it is the right time for Africa to focus on diversifying its safari offering beyond its core structure (guided game drives). Why? “Because it mitigates overtourism in a few key areas. The positive impacts of tourism are felt farther afield and can have positive outcomes for lesser-known ecosystems and species. And because one-size-fits-all approaches are limited and inherently risky in changing markets,” he said.
Tips for Travel Advisors
For travel agents looking to enter this changing market, African adventure experts offer this advice:
1. Make safety a priority. Look for operators with a proven safety record, comprehensive insurance, and a transparent approach to safety discussions. “Are they proud of their safety record? Are they willing to discuss their actions with you? An irresponsible operator won’t be in business for more than a few years,” says Natural Selection’s Allison.
2. Download the right app. Jesse Sunkel, executive director of the Adventure Industry Association of South Africa, says travel consultants should advise their clients to download the Secura Traveller app, which provides instant assistance wherever they are in South Africa.
3. Check credentials: Make sure the guide is properly certified and the operator has the necessary licenses and certifications, and ask for proof, says Sunkel. A good resource is 101 Adventures, a list of companies that adhere to high standards, compiled by industry experts. Dirty Boots’ Radcliffe emphasizes the importance of checking for proper certification and insurance. He also recommends that agents familiarize themselves with the various adventure tourism associations and governing bodies in their country.
4. Check their digital presence: Tshabalala of the Kruger Lowveld says to research an operator’s online presence and reviews to gain insight into their reputation and safety record.
5. Stay informed. Use resources like government travel advisories, local news, and official tourism websites to stay informed. “A simple place to start is government travel advisories, but the problem is that they throw a blanket over the entire country. Saying don’t go to Namibia because neighboring Zambia might have yellow fever is akin to blacklisting Alaska because of violence in Mexico,” says Allison. “Local news reports are a good source if you try. If you don’t panic, you don’t have to.”
