Africa Travel Week Trends Report reveals tourism drivers for 2023

 

(Posted 05th April 2023)

 

Leisure travel, and particularly safari, is driving the recovery of travel and
tourism in Africa. This according to the Africa Travel Week Trends report released this week at World
Travel Market Africa, being held at the Cape Town International Convention Centre this week.
Date released by research firm ForwardKeys highlighted in the report reveals that all the top
destinations on the continent are showing a marked improvement in Q1 2023, from 2022, with the
improvement continuing into 2023.

What is noticeable is that four out of the top 10 destinations are in East Africa and Tanzania are on track
to exceed pre-pandemic levels in Q1 2023, illustrating the critical role that East Africa will play in the
recovery of travel in Africa.

Look at flight searches, the presence of South Africa, Tanzania and Kenya in the top half of the list
suggests interest in safari holidays heading into Q2. This is further supported by the increase in the
share of searches for South Africa and Kenya.

Further highlights revealed in the trends report include:

? The rise of Adventure Tourism: Namibia is a top performer in this regard, with Germany, France
and Spain being key drivers of inbound tourism. For adventure tourists, it’s not just about taking
risks but also about connecting with new cultures and landscapes while being physically active.
? Netflix to promote tourism and travel: After exposure to South African content on Netflix,
viewers were 3.1 times more likely to consider it as their top travel destination. The exposure
has sparked niche tourism offerings like "marine safaris," including Kelp Forest Snorkelling.
? Travelling light: According to World Travel & Tourism Council (WTTC) and the Trip.com Group:
69% of travellers are looking for sustainable travel options in 2023. In response to this trend,
eco-conscious travellers are now choosing to travel almost luggage-free to reduce CO2
emissions, with many purchasing holiday clothing and essentials from local suppliers and
donating these items to charities and communities in need before their return flight.
? Accessible travel: The untapped market of accessible travel and tourism has the potential to
expand significantly given that 1.3 billion people, or 16% of the world's population, live with
disabilities. Safaris and other travel experiences are becoming more accessible to people with disabilities, with a multisensory approach that capitalises on other senses like hearing, smelling, and tasting.
? Greenwashing vs Green-hushing: The opposite of greenwashing, the term green-hushing refers
to the fact that fewer companies are publicising their eco goals and accomplishments. This leads
to a lack of accountability, missed opportunities, and lack of knowledge sharing.
? The luxury traveller is young: The 2023 luxury traveller is significantly younger than in previous
years, looking for a more immersive travel experience, connecting with the local community,
and want to stay longer in one place.
? Faith-based tourism: One of the trends identified in the report is the potential for marketing
faith-based tours or experiences, which has proven popular among committed pilgrims or the
culturally curious. Countries such as Morocco, Côte d'Ivoire, Ethiopia, and Egypt have popular
religious sites, and South Africa's faith-based tourism market has a 2-4% share in the global
market. The Muslim travel market also shows tremendous potential, with the number of
international Muslim travellers set to grow from 160 million to 230 million by 2028.
? The rise of digital nomads: While Namibia has already introduced a Digital Nomad Visa, other
countries like Mauritius and South Africa are still in the process of developing similar
programmes. Digital nomads seek a sense of community and want to fully immerse themselves
in local cultures.
? LGBTQ+ and inclusivity: The LGBTQ+ market has been instrumental in leading the global tourism
recovery after the pandemic. This travel market has significant purchasing power, and Africa is
looking to attract this market. However, while progress is being made, there are still misconceptions and challenges that need to be addressed.

The Africa Travel Week Trends Report was released at the official opening of World Travel Market in the
City of Cape Town this week and can be downloaded at: https://atwconnect.com/atw-trend-report-
2023-3/