Social media, independent travel and meaningful experiences are trends that currently dominate the growing experiential travel market.

Without exception, industry role players interviewed on current trends in the experiential travel market have all observed one overriding aspect – the increase in demand by visitors to Southern Africa for immersive experiences.

Experiential travel is particularly a requirement for repeat visitors, who, says Alessandra Allemann, Sales and Marketing Director for Welcome Tourism Services, have done the standard touring and want the new and exciting, and the ‘real’.

Moreover, the word ‘authentic’ pops up repeatedly in conversation, and while academics will debate the concept of authenticity till the end of time, it can be assumed that international tourists want experiences they won’t get at home.

Charmaine Beukes, Marketing Manager of White Shark Projects in Hermanus, points out a range of emotions the experiential traveller wants to capture. “Globally, travellers are seeking more and more inspirational, personal and life-fulfilling experiences. They want those authentic, local experiences that will push them, gently or forcefully, out of their comfort zone. They are willing to pay extra to get behind the red-tape, in order to get those unique experiences – and the bragging rights that come with it.”

Beukes believes experiences have become more important than location. “Destinations can be anywhere,” she says, “from the far-flung reaches of the globe, to the pub down the road – it is about the experience, not so much the place. It’s about doing the things the locals do, the days of generic touristy things are over. South Africa can feature very favourably on this list because, as a destination we are not mainstream as it is.” 

Indeed, Africa, with its cultural and natural distinctiveness, is a pretty safe bet for experiential travellers.  “South Africa – and Africa on the whole – is perfectly positioned for this due to the myriad of cultures and experiences we offer, in which travellers can immerse themselves,” says Saskia Brown, Sales and Marketing Manager for the Kwandwe and Mount Camdeboo Private Game Reserves.

Social media is proving a tremendous driver of experiential travel. Tony Rubin, GM of the SAB World of Beer, says TripAdvisor and Facebook play an enormous role in directing tourists to trusted attractions, and thus the museum has become more visible on such platforms. Instagram-worth photos, says Beukes, evoke envy and inspire others to have the same experiences. 

“Today, people can watch YouTube videos and look through pictures on Instagram or various destinations and from there develop a wanderlust for certain experiences,” says Allemann.

Rubin also notes increasing independence among European visitors to the museum who do their online research, then get around in South Africa by City Sightseeing bus, rental car, or Uber and Zebra Cabs.  GPS and mobile phone technology as well as travel apps facilitate individual travellers, he says, who don’t make reservations ahead, but arrive and pay. Mayasree Moodley, Public Relations Officer for Durban Tourism, says: “Online bookings seem to be the more popular choice and walk-in tourists often book their daily tours at the Durban Tourism offices, which have a selection of tour operators’ brochures and prices on display.”

Adventure travel is high on the experiential traveller’s list, and is no longer limited to younger members of the set.  But, as Beukes points out, adventure means different things to different folks, and comes in varying degrees. For Brown, active participation in conservation and community projects is where the emphasis is as experiential travellers seek meaning through ‘giving back’, rejecting the role of spectator. In demand are “experiences that allow travellers to get hands-on involved in projects that make a difference, save a life or ultimately leave the world a better place,” she says.