Africa captures only 0.4% of German long-haul travellers although the DACH (Germany, Austria and Switzerland) market is one of the wealthiest travel markets in the world. This highlights how much needs to be done to ensure travel suppliers tap into potential.

The good news is that Africa has potential to be a global contender in travel and tourism. According to the World Economic Forum’s Travel & Tourism Development Index, the continent has shown the most improvement globally since 2019 with 16 out of 19 regional economies improving their scores.

“Africa is proving its resilience and innovation in the travel and tourism sector and we should be celebrating these wins,” says Natalia Rosa, Chief Executive Officer of Big Ambitions and Executive Chairperson of Travel Lifestyle Network (TLN). “But there’s still work to be done. Without stronger positioning in high-value markets like Germany, Austria and Switzerland, we risk leaving opportunity – and revenue – on the table.”

For African suppliers, the DACH region represents a lucrative market of over 100 million potential travellers known for their eco-conscious mindsets, high spending power and passion for purposeful travel experiences. Successfully tapping into this market will drive long-term tourism development rooted in authenticity and sustainability.

How valuable is the DACH market really?

With a total purchasing power exceeding €3 trillion as of 2024, the appeal of the DACH region as a travel market is impossible to ignore.

Key statistics indicate the DACH market is a gold mine for African destinations:

• Germany, with 80 million people and Europe’s largest economy, is the third-largest tourism market globally, spending €79 billion on travel in 2024 (27% up from the previous year).
• Austria, where tourism contributes 8% to GDP, is home to generous spenders who will pay €161 per night per person.
• Switzerland, the wealthiest country per capita in Europe, records annual vacation spend of more than €4 000 per Swiss household with luxury and sustainability as key motivators.

“The DACH audience is deeply adventurous, curious and environmentally conscious. They are travellers who actively engage with the places they visit, ensuring meaningful economic benefits for host destinations. This is the audience Africa needs to attract – for revenue and sustainable, values-driven tourism growth,” says Rosa.

Why Africa should be marketing to DACH travellers

If any destination is made for DACH travellers, it’s Africa. The continent is packed with the kinds of experiences German-speaking audiences crave.

“There are hundreds of reasons why Africa should top DACH travellers’ bucket lists,” says Rosa. “But the real work lies in connecting travellers with the stories, opportunities and value we know African countries can deliver. The biggest barrier is that not enough people know what makes the continent’s individual countries special. For many DACH travellers, Africa is still seen as a single entity, offering one main draw: the safari. But, as Africans know, the safari is just the beginning.”

According to Hanna Kleber, President of KLEBER Group and Honorary Chairperson of TLN, Africa has opportunities to change that narrative – particularly for

• Sustainability-centric Swiss travellers who expect destinations to follow through on eco-tourism promises such as wildlife conservation, renewable energy installations or limiting plastic use.
• Adventure-driven Austrians leaning towards active travel experiences – from nature escapes to unique cultural moments.
• Long-haul loving German travellers prioritising quality and culture and often willing to spend on longer trips with multi-destination itineraries.

What needs to be done?

Kleber and Christin Freitag, KLEBER Group’s Senior Consultant and Swiss market expert, list actions for all travel suppliers:

1. Build better storytelling and break down barriers

• Move beyond stereotypes: Speak to the diversity of the continent. From Morocco’s marketplaces to Namibia’s deserts and Botswana’s Okavango Delta, no two African destinations are the same.
• Leverage German-speaking influencers: Work with authentic personalities who can vividly share the kinds of transformative African experiences that resonate with the DACH audience.
• Show them what they’ll miss: Create FOMO for authentic, off-the-beaten-path travel moments, which Africa is perfectly positioned to offer.

2. Recognise sustainability as non-negotiable

Sustainable tourism – no longer a “nice to have” – is the deciding factor. “Africa is a leader in eco-tourism but part of growing that success lies in being more vocal about what destinations are doing to preserve and protect the environment,” says Kleber.

What works:

• Talking less about certifications and more about visible practices (wildlife conservation, eco-friendly lodges and community engagement).
• Marketing eco-luxury experiences to high-spending, sustainability-driven audiences in Switzerland and Germany.

3. Meet travellers where they are: Digital first but still in-store

Although digital platforms are increasingly influencing young generations’ travel habits, Kleber points out that 60% of holiday bookings in Germany are still made in-store through travel agents.

“Nurturing partnerships with travel agents and operators is absolutely essential for travel suppliers looking to gain a foothold in this market,” she emphasises.

What to do:

• Train agents and operators so they feel confident about promoting your destination.
• Offer FAM trips and toolkits to bridge the knowledge gap about Africa’s growing travel infrastructure.
• Attend meetings-driven tourism events – such as Essence of Africa and World Travel Market Africa – to connect (and reconnect) with global buyers.

4. Lean Into emerging DACH travel trends

The German-speaking market loves to experiment with niche and emerging travel trends. There’s an appetite for novelty that destinations can leverage, particularly as follows, says Freitag:

• Astrology travel: An evolving trend among Gen Z travellers, this is based on an idea that a person's zodiac sign can provide insight into the types of travel they may enjoy, the destinations they may be drawn to and the reasons. As there’s something for everyone in Africa, there’s something for every star sign too!
• Set-jetting: South Africa’s rise as a filming destination for blockbusters (such as Black Panther) offers opportunities to promote “star-worthy” locations.
• Wellness tourism: DACH travellers seek physical and mental restoration on their trips – think yoga retreats in nature or eco-friendly spa getaways in crowd-free locations.

The DACH market’s role in Africa’s sustainable growth

“German-speaking travellers are Africa’s partners in building longevity for our tourism ecosystem,” notes Rosa.

“With a market that spends in excess of €79 billion annually on travel and seeks the kinds of experiences Africa can deliver in spades, the DACH region represents a truly evolutionary opportunity for the African tourism sector.

“Africa doesn’t need to compete to capture the DACH market – we simply need to show them why nowhere else compares.”