In recent years, there has been a marked shift in the demographics of visitors flocking to Africa’s shores. While traditional tourist markets like Europe and the United States remain significant, emerging markets in countries such as India, China, the Middle East and other regions are rapidly gaining traction.
This shift was highlighted at the inaugural three-day buyer forum, Essence of Africa, in Nairobi, Kenya, earlier this month (December), which gathered 360 tourism professionals from 37 countries.
The event connected 130 pre-qualified international buyers with 125 African exhibiting companies through more than 4 200 scheduled meetings.
“We aimed to provide a comprehensive range of experiences by dividing the markets into several key regions,” explained Jacqui Reynolds, one of the founders of Essence of Africa.
The event focused on:
- Africa and the Middle East, recognising the importance of domestic and regional tourism.
- The Americas, concentrating specifically on Latin America and North America.
- Asia Pacific with focus on India, China, Australia and New Zealand.
- Europe including Southern Europe and the Nordics as well as Germany, Switzerland and Central and Eastern Europe.
“This strategic approach allowed us to cater to a diverse set of markets with tailored offerings,” said Reynolds.
The market has evolved, she added. For instance:
- Central Eastern Europe is developing beyond charters into fit travellers.
- Southeast Asia is growing after closing for a long time during the pandemic.
- Latin America has started to understand what Africa can offer.
- Mexico and Brazil are “waking up”.
“We are seeing multi-generational travel emerging from the South and Latin American markets and the potential in this area is massive,” Reynolds pointed out. “The Middle East is one of our key focuses for next year as we have become more active in showcasing Africa. What’s beautiful about this is that it aligns with our buyers' interests in the essence of Africa – creating a lovely synergy. At a show like this, we want to ensure that we capture the market potential across different regions to meet the needs of all suppliers.”
India rises
India is rapidly becoming one of the most significant emerging markets for African tourism. With a large and growing middle class, increased disposable income and rising interest in international travel, Indian tourists are increasingly looking to Africa for diverse and unique experiences.
Ramana Shah, Founder of Holiday Art, a luxury tour company based in Mumbai, said: “They love the wildlife safaris as what we have is totally different in terms of landscape and wildlife. There are also cultural similarities. We are also adding beach destinations so that, first, we do a safari and then the beach. I see Nairobi as a very vibrant city so I will add it.”
West African potential
Nigeria’s growing affluence, expanding middle class, increasing global connectivity and cultural influence are also making it an essential emerging market for African tourism. As Nigerian travellers seek more diverse, unique and luxurious experiences, tourism boards across Africa are focusing on attracting this market with tailored packages, better connectivity and strategic marketing efforts.
Ifeoma Aneke, CEO/Lead Experience Curator at Allure Travel and Tours in Nigeria, said: “Nigeria is a vast market with over 200 million people and more than 50% of the population consists of millennials and Gen Zs. These younger generations are increasingly travelling within Nigeria and abroad – a trend that was not as prominent in the past. Today, many young Nigerians are economically independent and can make their own decisions unlike older generations who might have been more cautious or constrained by traditional expectations. With flexible jobs and a digital-savvy lifestyle, young Nigerians are free to explore and travel more easily.”
Nigerian travellers are diverse but they tend to gravitate towards experiential travel, she pointed out.
“They want to connect with local cultures, feeling the pulse of the people they visit. Adventure is also a key element of their travel interests with many participating in activities like bungee jumping, skydiving and other thrill-seeking experiences. They are also very trend-conscious, frequently visiting popular spots they can share on social media platforms like Instagram. The Nigerian lifestyle is unique and what appeals to this demographic is how a product or experience is marketed to them. They value lifestyle, culture, adventure and the latest trends. Moreover, they are well aware of global trends so paying attention to what’s happening worldwide is crucial when targeting this market.”
Middle East continues to grow
Driven by increasing affluence, a growing appetite for luxury and adventure and improved air connectivity, the Middle East is another emerging tourism market with travellers flocking to Africa for diverse and enriching experiences.
Sadiq Dindar, Global Sales and Marketing Director for Tingana Collection, said: “In recent years, multi-generational travel has become a significant trend in the Middle East. While traditional family travel remains popular, there are noticeable shifts within the region. One of the most striking changes is the rise of female travellers, particularly travelling in groups rather than solo travellers, which is a departure from trends seen in other regions. This change is reflective of broader shifts in the Middle East where women are increasingly becoming financially independent and seeking new, diverse travel experiences. They are travelling with their friends and families.”
Additionally, younger couples in the Middle East are seeking unique honeymoon experiences with South Africa emerging as a favourite destination. However, they also explore other regions in East Africa such as Zanzibar, Tanzania and Kenya. Privacy and exclusivity are key considerations for these travellers, making it essential for African destinations to cater to couples looking for intimate and private getaway experiences.
Another key group of travellers from the Middle East is the "expert community" – affluent and well-travelled individuals who are knowledgeable about global destinations and luxury offerings. These travellers expect the highest level of service and often seek unique, tailored experiences that set African destinations apart from the standard luxury offerings in Europe.
“Travellers, particularly those from the Middle East, tend to share their experiences within their communities – often sitting down with family and friends to discuss their trips. If an experience is memorable, it can lead to recommendations and referrals, making it crucial for tourism providers to offer exceptional experiences and well-packaged products that resonate with these guests. Travellers in this market often become ambassadors for the destinations they visit, sharing their stories with others,” Dindar said.
Although the number of Middle Eastern tourists visiting African destinations may not appear high, the spending power of this group is substantial. Middle Eastern travellers typically spend between US$500-US$1 000 per day, making them a valuable market despite their relatively lower volume compared to other regions.
“Understanding their purchasing behaviour and preferences is crucial. For example, Middle Eastern tourists are accustomed to luxury travel and often compare African offerings to high-end destinations like Switzerland,” said Dindar.
“If African tourism products are perceived as overpriced in comparison, it could lead to missed opportunities. Therefore, African destinations must ensure their luxury offerings provide competitive value without under-pricing or over-pricing.”
