The rise of “roots tourism” – tourists looking for travel experiences that help them reconnect with their heritage – continues to present a significant opportunity for African destinations.
With growing levels of disposable income and the emergence of tools like ancestry testing, the African diaspora is seeking deeply personal and transformative travel experiences.
“Diaspora tourists aren’t just looking for sightseeing; they want to connect with the land, immerse themselves in local culture and leave with a sense of identity and pride,” says Cynika Drake, Founder and President of New York-based Lavish Lifestyles Concierge.
Ghana’s Year of Return campaign in 2019 proved that roots tourism could be a significant economic driver – and an emotional and cultural connection point. The landmark campaign celebrated 400 years since the first enslaved Africans were taken to the Americas and invited African descendants to “come home”. The response was monumental: over a million visitors arrived in Ghana, contributing US$3.3 billion to the economy, according to the Ghana Tourism Authority.
Drake says this growing market presents a wealth of untapped opportunities for suppliers and inbound operators. She suggests the following strategies for engaging with the roots tourism market:
- Move away from poverty tourism
Misrepresenting Africa through outdated stereotypes can alienate diaspora travellers. Drake warns against the “poverty tourism” approach when tours focus solely on under-developed areas rather than highlighting Africa’s successes.
“The image many people have of Africa isn’t always positive,” she says. “We should focus on celebrating the continent’s culture, entrepreneurs and artists who are shaping a new narrative.”
- Build strong local partnerships
Collaborating with local storytellers, artisans and community leaders can create authentic and immersive experiences. For example, jewellery makers could offer hands-on workshops or historians could lead personal ancestry tours.
“If you want guests to immerse themselves in your culture, you need local ambassadors to tell the stories no one else can,” Drake emphasises.
- Offer personalised experiences
Many diaspora travellers embark on journeys for deeply personal reasons. Creating custom itineraries – such as family naming ceremonies, heritage site visits or virtual reality-enhanced storytelling – adds value beyond generic tour packages.
- Engage through diaspora-led narratives
Marketing efforts should be led by diaspora voices who understand the emotional connection to their heritage. Ghana’s campaign was successful because it involved African-American influencers sparking international interest.
“This isn’t about volume; it’s about meaningful connections,” Drake says. “The industry has a chance to redefine how Africa welcomes its global family home.”
