Africa’s agritourism industry has changed dramatically since the COVID-19 pandemic. However, more needs to be done to “turbocharge the industry by giving people a taste of the magic of farm life,” according to Founder and MD of Agritourism Africa, Jacqui Taylor.
Taylor further believes that agritourism in Africa is not just a low-hanging fruit for the tourism industry, but also for rural communities and farmers.
Agritourism, a branch of rural tourism, encompasses a variety of practices worldwide, including farm tourism, agriculture tourism, and wine tourism, among others. This niche focuses on visitors engaging with active agricultural environments for relaxation, education, or recreation.
Agritourism Africa serves as the link between interested tourists and all the role players in agritourism. It serves as an information hub highlighting tourism experiences on farms across Africa, allowing local and international tourists to incorporate visits to these farms as part of their travel plans.
Agritourism Africa, reportedly the only agritourism association in Africa, also provides advice and guidance to its members, assists members with marketing and promotions, and represents agritourism at governmental, tourism and organised agricultural institutions.
In 2022, the agritourism market was valued at US$33.8 billion and is projected to soar to $111.1 billion by 2032, with an annual growth rate of 12.5% from 2023 to 2032, according to a report by Allied Market Research.
Network of agritourism routes
Taylor’s dream is to have a network of routes throughout Africa to enable tourists and visitors to appreciate the tranquillity, spirituality, and beauty of rural Africa, a story she believes is yet to be told about Africa.
“We need to change perceptions as the only news featured on international news channels is negative and biased. Africa has a richness of diversity, cultural heritage and beautiful scenery.”
She said she did not wish to see the youth leave rural areas to live in urban environments where they struggled to find work and live in appalling conditions.
“There should also be employment opportunities available to women so they can supplement their family’s income. Farming may not interest the youth, but the scope to be entrepreneurial in the tourism field in rural areas, is wide.”
According to Taylor, a major challenge in Africa’s agritourism landscape currently is a lack of support from the tourism and agricultural industries.
“There’s too much politics and egos involved in both tourism and agricultural industries. Working in ‘silos’ is history, working together is the way forward.”
Taylor also highlighted that many international tourists, particularly from Europe, wanted to visit rural tourism destinations.
“As the tourism world moves towards a more sustainable footprint, there is a notable increase in enquiries from tour operators and individuals for rural tourism experiences.”
Rural tourism development on the South Coast
In South Africa’s KwaZulu Natal province, the South Coast Tourism and Investment Enterprise (SCTIE) has made significant progress in its rural tourism development journey.
“We have implemented various initiatives to promote tourism in rural areas, including community engagement programmes and marketing campaigns,” the SCTIE told Tourism Update.
By directing tourist traffic towards rural destinations, the enterprise seeks to unlock the economic potential of these areas, providing opportunities for local residents to thrive.
“This initiative not only enriches the tourism landscape by showcasing the cultural and natural richness of rural regions but also fosters sustainable development by empowering local communities through job creation, infrastructure improvement, and skills development programmes. Ultimately, the goal is to create a mutually beneficial relationship where tourism benefits both visitors and the rural populace, fostering growth and prosperity,” the SCTIE said.
On the South Coast, international tourists from Sweden, Germany, and the UK have shown a keen interest in rural tourism and cultural offerings.
