Emerging trends in African tourism are an interesting phenomenon going beyond popular African safari escapades. For decades, wildlife safari has attracted millions of international travellers but there is a paradigm shift. Innovation is at the heart of tourism transformation. Innovative trends have a lot to showcase about African travel, hidden gems, culture and adventure beyond the traditional safari experience.
More people are embracing the offerings brought forth by new trends in the African tourism industry. Expect to see more at the African Youth in Tourism Summit (AYTIS) set for June 24 – June 27 in Nairobi, Kenya. Which are these trends changing African tourism? Are they the next disruptors of the travel industry?
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Which are the Emerging Trends in African Tourism?
These nine emerging trends in African tourism are a gateway to a new era of experiential travel. Essentially, these trends show another side of tourism diversity beyond the hooks of a traditional African safari. Each of these trends affirms Africa as an innovation hub, home of unexplored culture and untapped adventure. They include:
- Sports tourism
- Festival tourism
- Afrocentric travel
- Creative tourism
- Afrofuturism Hotspots
- Agri-tourism
- Food tourism
- Tech-travel
- Spiritual and wellness tourism
Sports Tourism
An e-sport tournament in South Africa. Photo/Esports Insider
If you doubt the power of innovation in changing the future of African tourism, think about e-sports. Ideally, electronic sports (e-sports) refers to video gaming with amateur and professional teams playing against each other globally. South Africa and Egypt are Africa’s e-sports hubs hosting mega tournaments attracting thousands of fans.
Cairo, Johannesburg and Cape Town are favourite African cities that host tournaments such as Dota 2 and League of Legends World Championship. Gamers spend heavily on leisure in these cities. Restaurants, clubs, hotels and parks register a surge in profits whenever there are tournaments in the city.
Far from the tech world, conventional sports such as the African Cup of Nations (AFCON), the Tour du Rwanda cycling event among others are promoting African travel in a big way.
Festival Tourism
Globally appealing African festivals play a big role in emerging trends in African tourism. These festivals are an entry path to the African culture through entertainment.
- Afrochella in Ghana
- Calabar Carnival (Nigeria)
- Gnaoua World Music Festival (Essaouria, Morocco)
- Oktobafest (Kenya)
- Cape Town International Jazz Festival (Cape Town, South Africa)
- Kwita Izina (Rwanda’s gorilla-naming ceremony)
Afrocentric Travel
Ghana is Africa’s top destination for the African diaspora looking at retracing their African roots through annual initiatives such as the Year of Return. Benin which was also a slave trade hot spot has Route des Enclaves for the African diaspora.
Creative Tourism
Lamu Island Yoga Retreat. Photo/Mid Life Safaris
Creative retreats across Africa have attracted many people from different parts of the world. Lamu Island Yoga Retreat and Atlas Mountain writing workshops in Morocco are emerging trends in African tourism. Others include curio shops in Kenya with impressive Maasai beadwork, the Dakar Art Biennale in Senegal, and pottery in Morocco.
Afrofuturism Hotspots
Kenya, Nairobi, Nigeria and South Africa carry Africa’s futuristic dream. Thus, they host innovative tech hubs whose influence is felt in music (Afrobeats and Amapiano) and art. Travellers with an affinity for the digital landscape are more inclined to visit these cities.
Agri-tourism
Have you had any farm-to-table experience while in African resorts or hotels? This phenomenon is now a growing safari experience in Africa. More hotels are embracing the art of organically growing foodstuff on-site or within the vicinity of their establishment. They use this produce to prepare every meal ordered.
Further, farm tours are more popular now than they were five years ago. Spice farms in Zanzibar and Ethiopian coffee farms receive bleisure visitors in droves. Bleisure stands for business and leisure travellers and agri-tourism fascinates most of them.
Food Tourism
Coffee tourism in Ethiopia is a big thing. Photo/Luxe Cafe Club
Food tourism summed up in food vlogs tops among the emerging trends in African tourism. There are numerous African street food vlogs, each educating followers on the culture behind these quick meals in African streets. Popular street food in Africa includes the South African braai, nyama choma in Kenya, and Jollof rice in Senegal, Nigeria and Ghana.
Tech-Travel
Virtual Reality travel is a game-changer in the African travel industry. It was a huge topic of discussion at the 6th edition of the African Youth in Tourism Summit held at Argyle Grand Hotel Nairobi Airport in 2024. It will still feature in AYTIS 2025 slated to be held in Nairobi from 2025 to 2027 by TEAMS Africa co-founded by Havar Bauck and Barry Clemens. Virtual Reality travel gives a user a real-time experience of an African safari. You can traverse the Serengeti, Maasai Mara, and Kruger National Park among other favourite destinations in Africa from the US and Europe.
Spiritual and Wellness Tourism
Spiritual wellness is a big seller in emerging trends in African tourism. Traditional healing triggers lots of curiosity among travellers from diverse backgrounds. The most popular healing rituals are Sangoma in South Africa and Tunisia’s thalassotherapy. They use ancient practices laced with modern wellness.
