An ATTA® survey reveals six emerging travel sectors poised to change the tourist landscape of Africa
The Africa Travel and Tourism Association (ATTA®), a leading Pan-African Tourism Industry Association, has released a pioneering white paper entitled Africa's Undeveloped Tourism Niche: Blueprints for Growth.
Whitepapers come at a pivotal moment for African tourism as destinations seek innovative ways to attract visitors in an increasingly competitive global market. Substantial growth opportunities have been identified in dark tourism, natural remedies, roots tourism, rural tourism, multisensory safaris and women-only expeditions.
“While we focus on diversifying tourism products, niche tourism is also a fundamental rethinking of what tourism is in Africa,” says Atta® Membership CEO Kgomotso Ramothea. “Our research shows that while traditional safaris remain our backbone, these emerging niches offer unprecedented opportunities to meet evolving traveller demand for authenticity and purpose, while expanding tourism benefits to previously overlooked communities.”
The findings in the white paper challenge longstanding assumptions about Africa's tourism development and highlight how lesser known destinations can be established through strategic investments in niche experiences.
“What's particularly impressive is how these niches fit perfectly with post-pandemic travel trends,” explained Lamothea. “From the healing powers of natural remedies in our vast wilderness regions to the deep emotional journeys of roots tourism, Africa is uniquely positioned to convey exactly what conscious travelers today crave.
A study by ATTA® reveals that early investment destinations in these specialties can see substantial economic returns. For example, Ghana's root tourism initiative, “Return of Return,” generated an estimated $3.3 billion in 2019, but the global agritourism market, which is well-located for Africa to capture, is projected to grow at a combined annual rate of 11.9% over the next five years.
“The windows for early adoption will not remain open indefinitely,” warned Lamothea. “Destinations and operators who are now crucial to develop thoughtful, community-centric niche experiences will establish market leadership that is difficult to challenge later.”
The white paper provides practical implementation guidance for tourism stakeholders, including:
Sustainability considerations of the strategic framework for developing each niche market case study of successful early adopters of continental best practices resonating with sustainability considerations for continental engagement and special traveler segments.
Tourism operators, destination marketing organizations, investors and policy makers are encouraged to download the white paper here to inform you of your strategic plan.
“As the 'voice of African tourism', we ask the industry to move, not just selling what we've always sold. This white paper is a rallying cry for advocating for a legitimate place where African tourism is at the forefront of global travel innovation.
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