Doreen Rheinstein
Women are reshaping African tourism in unprecedented ways as discerning travelers and innovative industry leaders. These changes are expected to make 2024 a defining year for women’s influence across the continent’s travel landscape.
At the recent Tourism Business Council of South Africa (TBCSA) conference in Sun City, Velma Corcoran, Airbnb’s regional head for the Middle East and Africa, declared that “2024 is the year of the woman.” Her remarks, which received rapturous applause, emphasized an undeniable truth. The majority of travel decisions are driven by women.
Their impact goes far beyond the booking platform, she said. She also pointed to the impact Taylor Swift has had on tourism, having pumped significant funds into numerous destinations around the world through her Eras tour.
This change is very evident in the surge of women taking on leadership roles across African tourism. Sarah Tompkins, co-founder of Samara Karoo Reserve, points out that countries such as Tanzania, Kenya and South Africa have seen a significant increase in women’s contribution to tourism, particularly guiding, conservation and community-based initiatives. “Women are taking on leadership roles as guides, stewards and entrepreneurs, driving change in how the industry operates and how women are perceived in these spaces,” she said.
Dunia Camp in Tanzania’s Serengeti National Park is run entirely by women, while Botswana’s Chobe Game Lodge boasts an all-female guide team. The Black Mambas, an all-female anti-poaching group, further demonstrates the trend of women leading conservation efforts.
• Related: Female guides are gaining traction on safaris.
Steep Climb to Acceptance
These changes are occurring even in physically demanding roles, such as porters on Mount Kilimanjaro. Companies like Climbing Kilimanjaro are actively addressing gender bias and creating safer work environments for female porters. Shadya, a female porter at the company, explains that this problem is “a stigmatization of (her) biology.” Her colleague Vivian adds: “The common assumption is that only men can be porters or guides.”
Saif Ramadan, founder of Climbing Kilimanjaro, emphasizes the importance of inclusion. “In Tanzania, pottering is considered a well-paid job. Excluding women deprives them of significant sources of income and financial independence.” To support aspiring female porters, the company prioritizes recruiting qualified women and ensures that all Kilimanjaro trips include female porters.
According to Anke Kleinhans, head of sales and marketing at Cape Country Routes in South Africa, the proliferation of female guides and porters is a very positive development within the industry. She pointed out that these women are giving back to their families and communities not only financially, but by demonstrating equal opportunities in the industry. Fabia Bausch, co-owner of Chem Chem Safari in northern Tanzania, calls it “inspiration in action.”
travel with purpose
But women aren’t just changing who works in the travel industry. They are changing the way we travel. Bausch pointed out that trends such as slow travel, immersive experiences and mindful tourism are all rooted in women’s values and desires.
Natural Selection co-founder and conservation director Jennifer Lalley provides additional insight into how female travelers interact differently with camp staff.
“We often get asked about activities outside of the typical game drive,” she said. “Fortunately, all of our camps offer alternative experiences, and some are close enough to our outreach projects that guests can visit for last-minute requests. The people who donated to these outreach projects were also predominantly women.”
Lalley’s observations are consistent with broader industry trends. “We get a lot of all-female groups from female-centric agents,” she said. “We also offer women’s safari itineraries and have increased our wellness safari offering with a greater focus on connecting with Mother Earth rather than getting a massage. This has clearly been influenced by the growing demand for women to reconnect with nature.”
Tompkins in the Samara Karoo has also seen a notable increase in female travelers looking for truly purpose-driven travel in Africa. “These women are attracted to immersive experiences that go beyond typical tourist fare. They want to engage in environmentally friendly activities, contribute to conservation efforts and connect deeply with local culture,” she said.
• Related: Making Safari Travel More Affordable for Solo Travelers
Catherine Entwistle, owner of the wine region of Val du Charron, has seen an increase in female travelers visiting in groups. “Women are looking for beautiful surroundings, good food, great wine and the occasional cocktail. Some are interested in wellness – taking beautiful walks and hikes, swimming in the wild and enjoying local experiences,” she said.
Suppliers say there has been a noticeable increase in women booking girlfriend trips or women-only tours, which combine wellness elements such as spa treatments with more adventurous activities such as safaris and mountain hiking. Bausch noticed an increase in female travelers traveling alone and empty nesters “flying” with girlfriends.
John Louw, CFO of Thanda Safari, adds that while safaris remain the main attraction, female customers appreciate a shared theme around travel. “They want to engage more deeply and form bonds with like-minded people. Spa treatments, wine experiences and yoga are key activities,” he said.
this is just the beginning
As women-inspired travel continues to grow, Tompkins predicts there will be increased demand for experiences that combine adventure and personal growth, such as leadership retreats or conservation-focused trips. These trends present significant opportunities for the tourism industry, especially U.S. travel professionals seeking to tap into this evolving market.
Cape Country Routes’ Kleinhans said the female traveler niche and the concept of “women supporting women” are continually growing trends that companies should consider when creating specific travel products. “I think tourism has a lot of potential for women to lead African tourism initiatives that will help them strive, grow and ultimately inspire other women,” she said.
Yellow Zebra’s Julian Carter-Manning offered his final thoughts: “Women have traditionally shaped the industry for a long time, from a tour design perspective rather than from a guiding or operating perspective. Companies working to empower women in safari operations are increasingly recognizing this approach as a whole.”
