Frankfurt, August 1, 2024. African vacations are now far more than just classic safaris in off-road vehicles. The range of activities in African destinations has diversified, especially in the outdoor adventure segment, appealing to the tastes of Gen Z.
According to the Simon Kucher Travel Trends study, Gen Z is looking for personalized travel offers and authentic local experiences, combined with sustainable positive impacts on the destinations, ideally at an affordable price.
Alongside luxurious safari lodges in national parks, established African destinations like Kenya and South Africa now offer affordable options for backpackers. These include flexible travel via hop-on/hop-off overland buses and stays in community-based accommodations, where young travelers can interact with locals and support ecotourism projects.
Adrenaline-filled outdoor activities are particularly popular, such as bungee jumping and rafting on the Zambezi River at Victoria Falls. The range of experiences is continuously expanding, including new attractions like a breathtaking swim at the edge of the waterfalls in Devil’s Pool, near Zambia’s famous Livingstone Island.
„African travel destinations offer enormous potential for authentic experiences that leave lasting impressions on young travelers,“ explains Hanna Kleber from the Voice4Africa initiative. Her affiliated DACH Africa tour operators are also seeing increased interest in personalized, immersive travel experiences. „Local communities benefit as well because small providers are strengthened by tourism income, creating new jobs.“
Africa is Experiencing a Boom in Adventure Tourism
African travel destinations are making significant strides in the global adventure tourism market. Since 2019, Africa has experienced the fastest growth of all continents in this segment, according to TourRadar. The study shows a 33 percent increase in organized adventure trips to Africa last year compared to 2019, highlighting the growing interest in diverse offerings beyond the classic safari.
Egypt and Tunisia are notable winners, with adventure bookings rising by 87 percent and 53 percent, respectively, compared to 2019. East African countries are also showing strong growth, with Tanzania (48%), Uganda (37%), and Kenya (22%) among the continent’s top five adventure destinations.
African Destinations Beyond Mass Tourism
With many untapped and undiscovered places, African destinations offer a welcome alternative for adventure tour operators concerned about the negative effects of overtourism in Europe and Asia. Year-round beach holidays in Africa also provide complete seclusion.
By attracting more tourists, these emerging African destinations not only alleviate pressure on overcrowded areas but also experience increased tourism revenue and job creation. This economic boost is particularly crucial in rural areas.
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VOICE4AFRICA is an initiative by the KLEBER GROUP, a full-service PR agency specializing in tourism with extensive expertise in Africa. In collaboration with African tour operators, the initiative promotes responsible tourism to Africa as a means of international understanding and a driver of sustainable development. Voice4Africa is a founding member of the business initiative ReThinking Africa and winner of the Corps Touristique Award for International Understanding 2023.
Press contact:
Hanna Kleber and Julia Kleber | Management
Friederike Galuschky | Senior Consultant Communications
Hamburger Allee 45
60486 Frankfurt am Main
Phone: +49 (69) 71 91 36 0
E-mail: hanna.kleber@klebergroup.com and julia.kleber@klebergroup.com / friederike.galuschky@klebergroup.com
Photo Credit: (c) Kenya Tourism Board
