Dorine Linestein
One idea followed in many conversations at the WTM Africa Show last month. Niche tourism is becoming central to how African travel experiences are sold.
“The niche was considered a fringe product,” said Kgomotso Ramothea, CEO of ATTA Membership, during a session launching a white paper on niche tourism for the African Travel & Tourism Association. “But today? It represents a real opportunity for apart from overcrowded areas, deeper engagement with the community, and better integrity of today's traveller values and what is offered to nature in African destinations.”
But the question at WTM Africa isn't whether the niche experience appeals to travelers, or whether travel experts are ready to lean towards them. Push past the icon. Stop selling only familiar things and start looking at transformative ones.
“If we're going to avoid risk as an agent or buyer, we're going to book a safe option,” she said during a session on niche development. “But my challenge is this: how do you work across trade channels and lesser known locations no longer feel dangerous? (This pack is a coalition of properties that worked independently across many connected locations in northern Botswana.)
WTM Africa's industry report revealed that 60% of international travelers still struggle to distinguish between African destinations other than safari and cultural heritage. It's fascinating to stick to things that are easy to sell, such as Cape Town, Kruger, and Victoria Falls.
But Cape Town Tourism CEO Enver Duminy said, “We must stop justifying our existence based on the way others define us. We continue to look at the lenses they think are looking at us.
His challenge was clear: “We need to create our own vocabulary of why we are excellent as destinations, because we are. They are like children who need the approval of a parent or friend.
Tour operator weight
Some operators who have already successfully sold their conservation “niches” offerings have also taken the stage.
One example was the Grootbos Private Nature Reside near Hermanus. Head Guide Tiaan Van Dyke has built an extraordinary guest experience around what most visitors initially overlook. Finbos is an incredibly diverse plant kingdom endemic to the Cape region of South Africa.
“People don't know what they want to know about Finbos until we tell them about it,” Van Dyke said. “You can park your Landcruiser and have the lion do your job, but with Finbos, you have to go and find something to show you. It's often a stain. But it's a fun stain.
He detailed their immersive approach: “Forest bathing in ancient milkwood groves is connected not only to health, but also to ecosystems that have existed for thousands of years.”
This kind of interpretation changes what is initially unimpressive to something profound in micro-story that has been with guests ever since they left. For advisors who build pre-recovery/post-safari extensions near Cape Town locations like Grote Boss, or create resilient nature-based itineraries, we provide everything high-end travelers expect.
Michael Wright shared similar sentiments when describing his rare species chasing safari through the Sustain Safari. “I'm not interested in showing people anymore,” he said. “It's about saving space… connecting people through purpose.” His company builds itineraries around the Pangolin Research Corridor, with guests helping with the installation of motion trigger cameras along with scientists and scientists over time.
Ash Appleby, a whale expedition, explained that by focusing on more immersive experiences, Africa also fascinates “a different kind of traveler, people who bring in purpose.” He added: “Those who want depth, not just checklist experience.”
His west coast whale expedition focuses not only on sightings, but also on deep ecological connections during his journey of multifour chase.
Practical Steps for Travel Agents
So how can a travel advisor confidently sell these beate beaten-path experiences?
Some practical insights emerged:
•Advisors need to realize that their iconic destinations still have their own locations, but they need to be the starting point, not the endpoint. Wild's hopeful co-founder Chris Roche advised, “If you're not using the icon for a hidden destination as a leak and are suffering from margins, you should not complain to anyone other than yourself.”
• Understand that these experiences will attract valuable clients. Tessabelle of Puck said, “Why does Africa need to be a bucket list item? Why is this a one-hit wonder? Why is it not encourage repeated visits?”
Repeated visitors often seek new experiences at familiar destinations. This is the type of client who appreciates deeper, more subtle itineraries.
•Third, link conservation stories to guest experiences. From community-driven anti-poaching in Zimbabwe to habitat restoration in Kalu, South Africa, the conservation success story is a story that distinguishes destinations while providing meaningful connections to clients.
•Recognize that niches do not mean limited appeal. Carl Parkinson of African Bush Camp said, “The average American traveler doesn't distinguish between countries and sees experiences regionally: Cape Town for wine and meals, Botswana or Zimbabwe for safaris.
This localization of travel preferences allows agents to combine iconic experiences with lesser known gems to create an itinerary that feels both familiar and fresh.
“There's no need to build anything new. Africa already offers incredible products that speak directly to niche markets such as golf tourism and natural remedies,” said David Frost, CEO of the South African Tourism Services Association (what is well known as SATSA).
