(Posted 10th April 2025)
The African Travel & Tourism Association (ATTA®), the leading
Pan-African tourism trade association, has released a pioneering whitepaper titled Africa’s
Untapped Tourism Niches: A Blueprint for Growth – a comprehensive analysis of six
emerging niche tourism sectors set to revolutionise travel across the continent.
The whitepaper comes at a pivotal moment for African tourism, as destinations seek
innovative ways to attract visitors in an increasingly competitive global marketplace.
Substantial growth opportunities are identified in dark-sky tourism, nature therapy, roots
tourism, rural tourism, multi-sensory safaris, and women-only expeditions.
“While the focus is on diversifying our tourism products, niche tourism is also about
fundamentally reimagining what African tourism can be,” said Kgomotso Ramothea,
ATTA® Membership CEO. “Our research shows that while traditional safaris remain our
backbone, these emerging niches offer unprecedented opportunities to extend tourism
benefits to previously overlooked communities while meeting evolving traveller demands
for authenticity and purpose.”
The whitepaper’s findings challenge long-held assumptions about African tourism
development, highlighting how lesser-known destinations can leapfrog established
markets through strategic investment in niche experiences.
“What’s particularly striking is how these niches align perfectly with post-pandemic travel trends,” Ramothea explained. “From the healing power of nature therapy in our vast
wilderness areas to the profound emotional journeys of roots tourism, Africa is uniquely
positioned to deliver exactly what today’s conscious travellers crave – meaningful
connection, personal transformation, and authentic engagement with both nature and
culture.”
The research from ATTA® reveals that destinations investing early in these specialised
sectors could see substantial economic returns. For example, Ghana’s roots tourism
initiative ‘Year of Return’ generated an estimated $3.3 billion in 2019, while the global
agritourism market – which Africa is well-positioned to capture – is projected to grow at a
compound annual rate of 11.9% over the next five years.
“The window for early adoption won’t remain open indefinitely,” Ramothea cautioned.
“Destinations and operators that move decisively now to develop thoughtful, community-
centred niche experiences will establish market leadership that will be difficult to
challenge later.”
The whitepaper provides practical implementation guidance for tourism stakeholders,
including:
? Strategic frameworks for developing each niche market
? Case studies of successful early adopters across the continent
? Best practices for community engagement and benefit-sharing
? Marketing approaches that resonate with specialised traveller segments
? Sustainability considerations essential for long-term success
Tourism operators, destination marketing organisations, investors, and policymakers are
encouraged to download the whitepaper here to inform their strategic planning.
“As ‘The Voice of African Tourism,’ we’re calling on the industry to move beyond simply
selling what we’ve always sold. This whitepaper is a rallying cry for African tourism to claim its rightful place at the forefront of global travel innovation. The destinations that
embrace these niches today will be the tourism leaders of tomorrow,” Ramothea
concluded.
