Black American travellers represent a growing tourism market, with a total leisure travel spend of US$109 billion in 2019, of which US$20 billion was spent on international trips^, according to research presented by South African Tourism.

Stephanie M. Jones, founder and CEO of Cultural Heritage Economic Alliance, Inc. shared seven insights for marketing to this leisure market during the recent USA Market Access Workshop held at Africa’s Travel Indaba 2023 in May.

1. Exploring cultural diversity and interaction with locals

According to insights from Mandala Research, Black American ‘cultural’ travellers represent the highest average spend per trip and have a vested interest in engaging with Black history and traditions.

As a melting pot of diverse cultures, languages, and traditions, South Africa is uniquely positioned to attract Black American travellers by tapping into their desire to engage with local communities and cultures. Among Black Americans, the desire to engage with local communities, attend festivals, and participate in cultural activities are key enablers of their journey to embrace their own heritage and gain a deeper appreciation for the vast cultural tapestry of South Africa.

Jones said: “Black travellers may consider taking guided tours of townships to gain insights into South Africa's urban communities, culture, and history. This can be a meaningful and educational experience.”

And, she added: “Black travellers often seek experiences that connect them with their cultural heritage, seeking to explore and learn about various ethnic groups, traditions, and languages. They visit sites of historical significance, such as museums, landmarks, and communities.”

This desire to engage with local communities is especially prevalent amongst younger generations, as reflected in the latest American Express Global Travel Trends Report which indicated that 79% of Gen-Z and Millennial respondents have a profound desire to experience the daily life of a local.^.

2. Natural beauty and participation in wildlife conservation

According to SA Tourism research, most American travellers (55%) say they want to leave the places they visit better than when they arrived, and 84% plan to reduce their waste and recycle plastic when visiting a destination.

“Black American travellers often engage in community service activities and volunteer work during their trips. They actively seek opportunities to give back and support local initiatives in the destinations they visit,” Jones pointed out.

Participating in responsible wildlife conservation initiatives and engaging with local conservation organisations allows Black Americans to contribute to preserving Africa's unique biodiversity and learning about the importance of conservation efforts firsthand.

3. Warm hospitality and culinary delights

South Africa’s gastronomy offers an array of experiences that go beyond the consumption of food and wine.

Jones pointed out that Black travellers were especially keen to explore local markets, try traditional recipes, and engage in culinary tours to fully immerse themselves in the local culture, people, and food.

The best way to experience a culture is through the food and savouring traditional South African dishes is an experience that can help Black travellers feel more connected to their heritage. As Jones notes: “Black American travellers often seek connections with the African diaspora.” And gathering at the table is arguably one of the best ways to bridge connections.   

4. Supporting local economies

Most US travellers (96%) believe it is important that their travel dollars make a positive impact on the local places they visit.

By staying in locally owned accommodations, dining at family-run restaurants, and purchasing handmade crafts from local artisans, Black Americans can directly support the livelihoods of individuals and contribute to sustainable development in Africa.

77% of American travellers say they want to be more conscious about supporting small, local businesses when going on vacations, and Black travellers were no different, noted Jones.

5. Challenging stereotypes and expanding perspectives

By immersing themselves in African cultures, engaging in meaningful conversations, and challenging preconceived notions, Black American travellers can dismantle stereotypes and broaden their perspectives.

Tracing their ancestry can be challenging for many Black travellers, due to the disrupted and incomplete history. American Civil Rights leader, Martin Luther King Junior drew parallels between apartheid in South Africa and the experience of Black Americans, particularly those in the southern US.

Therefore, Black American travellers often feel a connection to the history of the South African people. Visiting historical sites, museums, and memorials to learn about South Africa’s fight for freedom provides these travellers with an opportunity to gain a more in-depth understanding of the systems of apartheid and learn more about iconic figures such as Nelson Mandela.

6. Safety and well-being in all contexts

Amongst Black American travellers a majority (71%) indicated that safety was extremely influential in their vacation planning decisions.^\

Visiting South Africa can foster a sense of solidarity and a shared understanding of the ongoing fight for equality and justice. A trip to South Africa can be deeply transformative and provide a healing experience for Black Americans. It provides an opportunity to confront the painful legacy of slavery, gain a sense of closure, and embark on a personal journey of healing and reconciliation and imagine life differently as they are in the majority while in South Africa.

“Black travellers may encounter unique challenges and concerns related to safety while travelling. Researching travel advisories, understanding local customs, and being aware of potential biases can help mitigate risks,” Jones highlighted.

She added:  “They have a desire for personal growth, independence, and the freedom to explore new destinations on their terms.”

7. Building a lasting legacy

A trip to South Africa is the trip of a lifetime and will inspire younger generations and serve as a powerful educational experience. By exposing children and teenagers to the continent’s wonders, Black travellers can instil a sense of pride in their heritage, promote cultural exchange, and encourage curiosity about the world.

Birthright AFRICA, a non-profit organisation that provides free travel to Africa for youth and young adults, noted that 100% of its participants thus far have considered their trip to the continent “life changing” with 98% reporting they “have more resources, clarity and self-belief” as a result of their visit.

Furthermore, 100% planned to visit Africa again and it’s safe to assume they’ll be bringing their family to Africa in the future as well,^, commented Jones.  

This piece was authored by Mbongeni K. Dhliwayo, Regional Insights Specialist: Americas, South African Tourism. Edited by: Adele Mackenzie