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In an article I read recently about travel finally surpassing pre-COVID levels in 2024, It was heartwarming to see that Africa was one of the fastest growers internationally with a 12% increase in 2024! Another Bizcommunity article I read (and the one that sparked what I‘m writing about today) on the primary trends driving growth, sustainability and innovation right now elaborates on this, reporting that Africa in 2025 is expected to contribute over $140bn, to global tourism, a more than 30% year-on-year increase from 2023. This shift is massive and reflects a growing interest in Africa as a tourist destination, which is a result of aligning with what are considered to be the three main travel trends going into 2025. What is also great to see, is the growing interest in South Africa as a destination for other African countries!
Growing global travel trends
I have written often about the three trends that the Bizcommunity article reports as primary drivers of travel and tourism growth right now, these being Sustainability, Technology and Experiential Travel. We will continue to look at these in future articles as the year unfolds. What is of interest is the ways that different African regions align with them and this is why we are, as a continent, showing such positive growth.
Sustainability in travel is something much discussed and growing globally but what’s interesting to note is that our greatest contribution to this cause, our wildlife conservation areas, is a massive part of this. According to the article, “In-destination spending on activities such as national parks and guided tours, tied to nature and cultural immersion, is growing. Destinations like Kenya and Morocco excel in luxury eco-tourism, achieving 80% occupancy rates at high-end eco-lodges, fostering local economies, contributing to global climate goals, and building lasting connections within the travel ecosystem”.
With regards to technology, in some ways parts of Africa may be left behind, (SA too needs to work hard to keep up with the rapid growth), but in other ways, not being tied down by legacy systems and processes allows for the quick adoption of other pieces of technology. Some areas have adopted top-of-the-line technologies like mobile platforms that use Augmented Reality (AR) and Virtual Reality (VR) tools to plan trips. As the article says, “Euromonitor International’s Digital Consumer Survey (2024) found that 25% of respondents already use these technologies to visualise accommodations and attractions. Immersive tools like Egypt’s AR pyramid tours are expected to attract five million visitors by 2025!”. In terms of digital transformation “Kenya’s M-Pesa, is enhancing seamless payments and driving equitable growth by boosting rural craft market sales by 30%”. In South Africa, our use of ‘e-wallets’ and the accessibility of Yoco devices continues to enable communities who aren’t tied down, or don’t have access to traditional banking services.
Experiential experiences fall into various categories and types of travellers, the most prominent being “eco-adventurers, blended travellers, leisure seekers, digital travellers, wellness worshippers, adventure lovers, luxury seekers and cultural explorers”. I firmly believe that Africa, and even just South Africa, has much to offer every one of these travel segments.
Africans in South Africa
Also very pleasing is the growth and interest to the South African from our African Travellers. Many of our landlocked neighbours, Zambia, Zimbabwe and Botswana want to explore our comparatively nearby and amazing coastal areas – the Kenyans, who are doing so well in their own right, enjoy our unique Winelands and the coast, so Cape Town is a favourite with them – and for many African countries shopping here is a definite favourite. South Africa has such a wide range of destinations that African travellers are beginning to realise that we are not only affordable but offer a world of travel destinations right on their doorstep.
I am proud of what Africa, and South Africa have achieved following the pandemic that so badly derailed our industry but let’s not rest on our laurels. Due to sustainability initiatives, rapidly emerging technologies and a diverse range of travellers seeking experiential travel experiences, travellers’ preferences are growing more complex. As the Bizcommunity article observes, “the sector must adopt forward-thinking strategies to stay innovative and resilient – and by leveraging technology and fostering cross-industry partnerships we can meet evolving preferences effectively”. Let’s keep working together to show the world that we have as much to offer travellers as anyone else – and more – so Africa continues to shine amidst the latest global travel trends!
LIDIA FOLLI
CHIEF EXECUTIVE OFFICER
