Amid the vibrant discussions at last month’s WTM Africa show, one trend stood out: niche tourism is rapidly becoming essential in selling African travel experiences. Industry leader Kgomotso Ramothea, the CEO of ATTA Membership, emphasized that while niche offerings were once viewed as peripheral, they now represent significant opportunities. These experiences not only encourage visitor dispersal from overcrowded tourist spots but also foster deeper community engagement and align with today’s traveler values, which are often in harmony with what African destinations naturally provide.
The primary question at WTM Africa was not whether travelers would be attracted to niche experiences but if travel professionals were ready to embrace them. Tessa Bell, the director of The Pack, articulated the challenge for agents: "If I’m risk-averse as an agent or buyer, I’m going to book the safe options." This highlights the need for a collective effort among travel channels to illuminate lesser-known destinations, transforming them from perceived risks into sought-after experiences.
A revealing statistic from WTM Africa’s State of the Industry report showed that 60% of international travelers struggle to distinguish African destinations beyond the popular highlights like safari parks and cultural landmarks. It’s tempting for agents to stick with familiar locales such as Cape Town, Kruger National Park, and Victoria Falls when selling tours. However, Enver Duminy, CEO of Cape Town Tourism, called for a change in narrative: "We must stop justifying our existence based on how others define us." His challenge to the industry emphasized the need to create a unique lexicon that highlights the diverse attractions of African destinations.
Tour Operators Emphasizing Conservation
Several tour operators successfully promoting conservation-centric niche tourism took to the stage during the event. One notable example is Grootbos Private Nature Reserve, where head guide Tiaan van Dyk has crafted unique guest experiences centered around fynbos, a diverse plant kingdom endemic to South Africa’s Cape region. Van Dyk noted, "People don’t know they want to know about fynbos until we tell them about it." This shift in focus allows guests to engage with the ecosystem in meaningful ways, offering a transformative experience that transcends traditional tourism.
As Van Dyk explained, "Forest bathing in ancient milkwood groves isn’t just wellness; it’s connecting with ecosystems that have existed for thousands of years." Such immersive experiences leave lasting impressions on visitors, particularly those seeking high-end, emotionally resonant nature-based itineraries.
Michael Wright of Sustain Safaris echoed these sentiments, sharing how his company facilitates rare-species tracking safaris, blending conservation with experiential travel. "It’s about conserving space… connecting people through purpose," he remarked, highlighting the move away from passive observation to active participation in wildlife conservation, such as aiding in pangolin research.
Embracing Deeper and More Purposeful Travel
Travel advisors keen on integrating these transformative experiences into their offerings have several practical steps to consider.
-
Utilize Iconic Destinations as Starting Points: While iconic spots still have their allure, they should be used as gateways to lesser-known attractions. Chris Roche, co-founder of Wild Expectations, advised that agents should leverage familiar icons as channels into hidden treasures rather than remaining confined to mainstream options.
-
Target Repeat Visitors: Tessa Bell posed a thought-provoking question: "Why does Africa need to be a bucket-list item?" Encouraging repeat visits is crucial as returning travelers are often interested in fresh and deeper experiences within known locales.
-
Connect Conservation Stories: Integrating stories of conservation efforts, such as community-led anti-poaching initiatives in Zimbabwe or habitat restoration projects in South Africa, can differentiate destinations and provide travelers with meaningful connections to the places they visit.
- Acknowledge Broader Appeal of Niche Markets: Karl Parkinson at African Bush Camps cautioned against limiting the perception of niche tourism. Many travelers view experiences regionally rather than by strict country lines. For example, they might associate Cape Town with gourmet dining while linking Botswana to safari adventures. This perspective allows agents to creatively blend popular experiences with hidden gems.
Lastly, David Frost, CEO of Satsa, succinctly summed up the potential of African tourism: "We don’t have to build anything new. Africa already has incredible product offerings that speak directly to niche markets." By focusing on these strengths and fostering collaboration within the industry, the potential for niche tourism in Africa can be fully realized.
For those interested in the transformative potential of niche tourism in Africa, a wealth of opportunities awaits to be explored. The future of travel in the continent relies on embracing both the iconic and the unique.
