Doreen Rheinstein
Sustainability has been a hot topic in African tourism over the past decade. Trade shows, magazines and newspapers discuss this topic at length, covering everything from greenwashing to greenhusking (where a company or organization stays silent about its sustainability efforts to avoid scrutiny) and green technology. I did. With COP28, the United Nations' annual climate change conference, soon to begin in Dubai, the focus on sustainability could be at an all-time high.
But a question arises: Are travelers really interested in sustainable travel when planning a trip to Africa? Is this a deciding factor when choosing your accommodation and destination?
Most tour operators and tour operators in the U.S. seem to agree that travelers are not actively asking about sustainability when inquiring about Africa and are not prepared to pay a premium for more sustainable lodging options. There is now more focus on wildlife experiences.
“My clients don’t ask about sustainability. When they get there and learn from their guides, it’s more of a bonus,” said Peggy Purtell, an affiliate of Travel Experts in Milwaukee.
Jim Holden, president of Holden Safaris, has found that customers don't ask as much about the presence of Africa's iconic wildlife as they do about “sustainability.” “Customers want to know what they will see when they visit a particular safari destination and whether they will see all of the same animal species they see in documentaries like National Geographic,” he said.
The fact that they aren't actively asking about sustainable options doesn't mean travelers don't care about sustainability. Theresa Jackson, an affiliate of Travel Experts in Allendale, New Jersey, points out that although travelers don't want to compromise on what they want to see, they are intentional about their trips.
“We’re seeing our guests know and appreciate the eco-friendly steps their properties are taking, and it’s a way to provide them with a more engaging experience,” Jackson said. “They come home and talk about the wildlife, and of course, the communities they learn about while staying in protected areas and/or places where locals work.”
Don Scott, owner of Tanda Tula, said while people think first about what they will do while traveling and make the experience itself a top priority, sustainability is more than just a buzzword.
“Awareness and concern about overtourism in the safari sector, people’s genuine concerns and their questions about what we are doing to preserve the areas where we operate show us that it is important to them when they choose to travel.” said Scott. . “If travelers have to choose between two similar products that offer the same type of experience, they are now more likely to choose the product with a solid, proven sustainability record.”
Rely on travel advisors
According to Mefi Pishori Alapat, owner of Journey to Africa, travelers can make the right choice with the help of a travel advisor. “Sustainability is still important to us and we are looking for partners to join us,” said Alapat. “Our guests don’t really ask for that, but we let them know that we choose partners who engage in sustainable practices.”
Tate Hallford, a Travel Experts affiliate based in Ponte Vedra Beach, Florida, felt a desire to experience the world in its most pristine state.
“Immersing yourself in nature, getting up close to animals in their natural habitats, and seeing the cycle of life firsthand is not possible without a commitment to sustainability. Clients expect their advisors to guide them to partners who are doing their part for the world. .” said.
As AndBeyond's COO of Sales and Travel, Ryan Powell takes on the responsibility of ensuring tour or accommodation operators make the right choices on behalf of their guests.
“What we’re seeing very encouragingly is the increase in travel companies including sustainability in their conversations,” Powell said. “Without a doubt, this is about planting a seed with consumers. As we all know, growth has to start somewhere.
“Our hope is that this seed will help consumers focus on choosing the right travel partner, and truly help make the world a better place through the initiatives and projects it supports. Travelers want to travel and make a positive contribution and give back.”
Travel agencies have found that travelers' interest in sustainability peaks once they arrive in Africa.
“Overall, we have seen a clear increase in consumer interest in sustainability and positive impact. Sometimes this is mentioned upfront during the booking process, and other times it is something customers only engage with during their travel. You get the experience of seeing first-hand work in the areas of sustainability, conservation, community development and land management,” Powell said.
Signs of changing priorities
Adrian Kaplan, Head of Marketing at Singita, has noticed a greater environmental awareness among younger customers.
“These guests learn about where their fresh produce comes from, about solar power, how we support conservation and what projects they can support, such as a rhino dehorning initiative in Kruger National Park or supporting students in the Singita community. “I’m inquiring about a cooking school,” he said.
According to Beks Ndlovu, CEO of African Bush Camps, there has been a shift in African travel to focus less on consumption and more on how guests engage and add value in a meaningful way through how they travel. “Guests are consciously thinking about how their purchasing behavior, travel and accommodation during African safaris are contributing to local communities, the environment and conservation,” he said.
Immersive sustainability experiences on-site in Africa are also certainly gaining traction.
Robert More, trustee and CEO of the More Family Collection, reports that guests are interested in how lodges and hotels operate and how employees live, work and play. “They are less interested in being provided with luxury goods and more interested in how luxury goods are made,” he said.
According to Liesel van Zyl, head of positive impact and product development at Go2Africa, travelers are starting to ask if they can volunteer for a day on safari.
“Our customers are looking for experiences that foster authentic community engagement while traveling in Africa,” she said, adding that Go2Africa launched its “Positive Impact Safari” specifically with this in mind.
With its new collection from Impact Safaris, African Bush Camps is capturing this trend and providing opportunities to engage in sustainable travel to help rural communities located in remote wildlife reserves. Impact Safaris combine safari experiences in some of the most untouched regions of the continent, offering travelers a way to immerse themselves in local culture and communities as well as natural beauty.
It is clear that the key to fostering a deeper interest in sustainability among African travelers lies with the tourism industry itself. While Africa's wildlife remains a major focus, there is a clear shift in traveler engagement with sustainability once wildlife arrives. This presents an opportunity for industries from travel agencies to hospitality operators to plant the seeds of sustainability early in the traveler’s journey. By actively discussing eco-friendly practices and conservation efforts, the industry can educate and influence traveler choices, ensuring more sustainable and responsible travel experiences.
