“We've seen a lot of experiences in Africa,” said Sinica Drake, an expert in travel experiences in Africa. “With genealogy tools and ancestor tracking, more African Americans are moving forward to discover where they came from. And now they're not just on holidays, I'm ready to invest in travelling to those areas for meaningful, life-changing experiences.”
For the African tourism industry, this is a market with untapped potential. Ghana's 2019 return year proved that root tourism could be an important economic factor and a point of emotional and cultural connection. The Landmark Campaign celebrated 400 years since the first enslaved Africans were taken to the Americas, and invited African descendants to “go home.” The response was monumental. More than 1 million visitors have arrived in Ghana and donated $3.3 billion to the economy, according to the Ghana Tourism Bureau.
However, root tourism is not another catch-all trend. It is a very personal journey and an opportunity for tourist operators to create transformative experiences that go beyond traditional attractions. As Cynika explains, “Diaspora tourists don't just check boxes or 'see highlights'. They are drawn out by connections to the land. They want to immerse themselves and leave with a sense of identity and pride. ”
However, as demand grows, not all African destinations are ready to make the most of this global opportunity. From local partnerships to intentional marketing campaigns, here's how tourism players can lead:
Why are root tourism different?
Root tourism is not your typical travel segment of luxury or heritage. It lies uniquely at the intersection of cultural curiosity, ancestral connections and emotional discoveries. For travelers, it is to trace their pedigree and honor the lives of their ancestors. For African destinations, it is to welcome these visitors into their homes and provide a deeper sense of belonging.
Sinica recalls a particularly moving story. “We had a multi-generational family of grandparents, parents and children who traveled to Ghana for their grandfather's ceremony. They visited local villages and were truly immersed in the culture. Even three years later, they were says it was the most meaningful holiday of their lives.”
But this is not just a cultural ritual. Tourists of Roots are often well-versed, well-traveled professionals. Most are in their late 40s to late 60s, traveling with couples and families. A significant proportion of them will take children and grandchildren to what Sinica calls a “multi-generational journey,” with the goal being to convey the lessons of history and heritage through experience.
They are also willing to spend. “The biggest cost is definitely the flight,” says Sinica. “Beyond that, many of our clients are experts or executives who have income and time to focus on such travel. This is not a last-minute tourism, but a purpose.”
How African Roots Tourism Market
Demand is real. But for tourism operators and destinations, being involved in the diaspora means leaving business as usual. All packages in thoughtless, one size fits will not appeal to this niche. And trying to focus solely on “poverty tourism” can do more harm than good.
Instead, Cynika offers practical ideas to stand out in this growing market.
1. Say no to poverty tourism
For years, Africa's tourism campaigns have been overwhelmed by harmful stereotypes. This approach alienates tourists of roots. Many of them seek dignity and pride in their ancestors' homelands.
“I'm not promoting township tours,” Sinica says honestly. “The image many people already have about Africa is not positive. Why reinforce it? Instead, we need to focus on celebrating the beauty and success of the continent. Winemakers, Emphasizing local artists, jewelry makers, people create something truly inspiring.”
This strategy involves completely rewriting Africa's tourism marketing scripts. A thriving picture story about cutting-edge cultural institutions that attract African entrepreneurs, boutique designers, or roots travelers who want to see the victory of modern Africa.
2. Build a local first partnership
“Partnerships are everything,” emphasizes Sinica. “If you want to immerse your guests in their culture, you need a local ambassador to tell stories that no one else can.”
For example, this means working with jewelry makers to hold custom, practical workshops. Or maybe the artists leading an interactive gallery tour will be involved. The key is to create a connection that feels authentic, not a transaction.
Cynika says that these partnerships not only improve the tourist experience, but also help to promote local job creation and economic development, and directly benefit African communities.
3. Invest in personalized experiences
Tourists of Roots often travel for emotional reasons that support their journey. Whether they traced their ancestors through DNA testing or heard of heritage families, they want a trip designed for their unique motivations.
According to Cynika, an effective tactic is to create a category-specific partnership. They don't compete with the other five, so there's more space for trust and creativity. In South Africa, this may mean highlighting one boutique winery or one small accommodation. The idea is depth. ”
Maintain stories worth sharing when you get home, including curated lodge stays, such as VR tours of local heritage and curated lodge stays featuring artist Meet and Greet.
4. Accepting root-driven stories
The secret behind entering the diaspora travel market is to center their stories. Trust the diaspora, lead your outreach campaign, use their insights and understand their expectations.
Campaigns like Ghana's Year of Return worked because they truly resonated with diaspora communities around the world. By attracting African-American celebrities and influencers, the campaign has created a ripple effect on social media and personal storytelling.
“When people get home, Sinica says, they want to say, 'This is where I came from? Look how beautiful it is.' The destination that delivers it will flourish. ”
Why is it time to act?
Root tourism is more than a financial opportunity. This is to shape the global image of Africa for future generations. People in the travel industry who carefully embrace this niche with cultural sensitivity and collaboration will lead the story themselves.
“It's not about volume, it's about creating meaningful experiences that people are proud to share,” concludes Sinica. “With 54 countries, there's room for every destination to create something else. But the key is doing it now. We don't wait for someone else to lead.”
The root moving wave is here. Will you help shape it or wait for others to assert the opportunity?
A practical guide to harnessing root tourism
