Africa’s domestic tourism is experiencing a surge, presenting a promising opportunity for the continent. The pandemic has accelerated this trend, with more people choosing to travel within their own countries rather than internationally. Countries such as South Africa have seen a significant increase in domestic tourism, with overnight trips climbing by 31% and travel spending rising by 41% in the first four months of 2023. However, despite this potential, challenges such as high travel costs, poor transportation networks, and visa issues still hinder the growth of the tourism sector in Africa. Nevertheless, analysts believe that Africa’s expanding middle class and its young population present a significant market for domestic and regional tourism. To fully tap into this potential, it is crucial to develop unique travel products that highlight the continent’s diverse offerings and curate experiences that draw in modern travelers. Additionally, the pandemic has prompted a shift towards purpose-driven travel, where travelers seek meaningful experiences rather than self-centered journeys. As a continent steeped in culture, social connections, and spirituality, Africa has the opportunity to provide purpose-based travel experiences like no other region.
The Rise of Africa’s Domestic Tourism
In recent years, there has been a noticeable upward trend in domestic tourism in Africa. This increase has been further accelerated by the COVID-19 pandemic, which forced many people to reevaluate their travel plans and seek out local destinations. South Africa, in particular, has experienced a significant surge in domestic tourism, with more locals opting to explore their own country rather than travel abroad. However, despite these positive developments, there are still various challenges that need to be addressed in order to fully harness the potential of Africa’s domestic tourism sector.
Pandemic Accelerating Domestic Tourism in Africa
The COVID-19 pandemic has had a profound impact on the travel industry worldwide, and Africa is no exception. With international travel restrictions and safety concerns, many Africans have turned to domestic tourism as a way to satisfy their travel desires. This shift has not only stimulated local economies and businesses but has also allowed locals to discover the beauty and diversity of their own countries. As international travel gradually resumes, it is expected that the trend of domestic tourism will continue to thrive in Africa.
South Africa’s Increase in Domestic Tourism
South Africa, known for its stunning landscapes, wildlife, and cultural heritage, has experienced a significant uptick in domestic tourism. According to data from South Africa’s Tourism Department, domestic tourism in the country saw a 31% increase in overnight trips during the first four months of 2023 compared to the previous year. Additionally, domestic travel spending rose by 41% during the same period. These figures highlight the growing interest among South Africans to explore their own country and support local businesses.
An Airbnb Economic Impact study revealed that domestic stays in South Africa increased by 34% in 2022. Interestingly, seven out of the ten fastest-growing destinations visited were outside of the main tourist areas in the Western Cape and Gauteng provinces. This demonstrates the potential for lesser-known destinations in South Africa to attract domestic tourists and diversify the tourism landscape.
Challenges to African Domestic Tourism
While the surge in domestic tourism in Africa is promising, there are still challenges that need to be addressed to unlock its full potential. One of the major obstacles is high travel costs within the continent, as well as poor transportation networks between countries. These factors make planning and executing domestic trips more difficult compared to more developed destinations. Additionally, the complex visa requirements between African countries create barriers to travel and limit the seamless movement of tourists across borders.
Furthermore, pre-pandemic data from the World Travel & Tourism Council (WTTC) indicated that domestic tourism accounted for only 55% of spending in Africa, compared to 83% in North America and 64% in Europe. This suggests that there is room for growth in domestic tourism expenditure in Africa, which could be achieved through targeted marketing and infrastructure development.
The Potential of Africa’s Middle Class for Domestic Tourism
Africa’s expanding middle class presents a significant opportunity for the growth of domestic tourism. The World Bank estimates that there were 170 million people in Africa’s middle class pre-pandemic, spread across diverse economies such as Kenya, Egypt, Morocco, and Nigeria. This rising middle class has the potential to contribute to the development of the tourism sector, both domestically and regionally.
Moreover, Africa has the youngest population in the world, with over 60% of Africans under the age of 25. This demographic presents a valuable travel segment worth nurturing. By catering to the unique preferences and interests of the youth, African destinations can create compelling experiences that resonate with this demographic and encourage them to explore their own countries.
Developing Compelling Local Experiences
To attract domestic tourists and enhance their travel experiences, it is crucial for African destinations to develop and promote compelling local experiences. Highlighting the unique cultural and historical aspects of each destination can make it more appealing for locals to explore their own heritage. By showcasing the rich diversity of African cultures, destinations can create a sense of pride and curiosity among domestic tourists.
Jerry Mabena, CEO of Motsamayi Tourism in South Africa, emphasizes the importance of curating experiences for immersion. Rather than simply offering standard tourist activities, destinations should strive to provide authentic and immersive experiences that connect visitors with the local communities and their heritage. This can be achieved by involving local artists, artisans, and cultural experts to create curated experiences that bring the destination’s stories to life.
Another way to enhance local experiences is by showcasing African art and heritage. Africa is home to a wealth of artistic talent and cultural traditions. By promoting local artists and artisans, destinations can create a unique selling point that sets them apart from other tourist destinations. For example, Ester Mahlangu, an internationally acclaimed South African artist, has been recognized for her Ndebele artwork. Showcasing her work in her hometown and creating a tourism destination around it can attract art enthusiasts and cultural explorers.
Purpose-Driven Travel in Africa
In recent years, there has been a shift towards purpose-driven travel, where travelers seek meaningful experiences that go beyond leisure and entertainment. This trend has been further amplified by the COVID-19 pandemic, as people reflect on their priorities and look for deeper connections with the places they visit. Africa, with its rich cultural heritage and spiritual significance, is uniquely positioned to cater to purpose-driven travelers.
Anita Mendiratta, special advisor to the UNWTO Secretary General, highlights the rootedness of purpose-based travel in Africa. She believes that Africa offers unparalleled opportunities for cultural, social, and spiritual enrichment. Visitors come to Africa to be unlocked, to have transformative experiences that leave a lasting impact on their lives. By aligning their offerings with the values and desires of purpose-driven travelers, African destinations can position themselves as must-visit places for those seeking personal growth and meaningful connections.
In conclusion, the rise of domestic tourism in Africa presents a significant opportunity for the continent’s travel industry. The COVID-19 pandemic has accelerated this trend, with more Africans choosing to explore their own countries. The expanding middle class and the continent’s young population further contribute to the potential for growth in domestic tourism. However, challenges such as high travel costs and visa barriers need to be addressed to fully unlock this potential. By developing compelling local experiences, highlighting unique cultural aspects, and catering to purpose-driven travelers, Africa’s domestic tourism can thrive and contribute to the continent’s economic development.
