We take a look at emerging trends and strategies driving the evolution of African tourism, and cutting-edge technology that is revolutionising the way travellers engage with African destinations.
By: Welcome Mandla Lishivha
One of the many benefits of attending the annual Africa Travel Indaba in Durban is that you get to see the wide range of options beyond safaris for tourism in South Africa and the rest of Africa. The event hosts more than 20 African countries and over 1 000 curated tourism products, including unique tourism experiences indigenous to the continent.
“I have always wanted to learn more about South African products and everything is here. What caught my eye is the diversity of products and services that are offered. When people in the [United] States think of South Africa, they think safari,” said American-hosted buyer, Donny Woodard.
VR to showcase destinations
More and more companies are using cutting-edge virtual reality (VR) technologies to showcase their products. I was particularly impressed by the South African National Parks’ escape room, which featured 360-degree live views from several South African national parks through VR glasses.
This immersive experience provided a deeper appreciation of the bush, far beyond what photographs could convey. I found myself ducking away from a virtual elephant’s trunk and observing lions, zebras, and other big animals at a remarkably close range – closer than one could typically get even in the parks themselves. The experience was so vivid that I needed a glass of a cold chenin to consummate my virtual sunset.
There were other exciting VR experiences, such as a racing car simulation by Cullinan Holdings, and a virtual scuba diving experience by iSimangaliso Wetland Park allowing visitors to get up close with some of the world’s most unique marine life.
While these VR encounters can’t replace the thrill of real-life adventures, they provide a vivid preview as a tease.
Visa-free travel
There has been a surge in travel between Kenya and South Africa since the introduction of visa-free travel. Tourists from Kenya to South Africa have nearly doubled, with a 99% increase in arrivals, since it was announced that Kenyans don’t need a visa to visit South Africa.
A similar initiative is underway with Ghana, as plans for visa-free travel between South Africa and Ghana are being finalised. This is expected to boost the number of travellers, thereby stimulating economic activity.
Good to know: SAA flies between Accra, Ghana and Joburg three times a week, and it also flies to three Kenyan destinations with its codeshare partner.
Content remains king
Social media has presented opportunities to leverage the power of influence and media however small to build and sustain a brand. As a destination, South Africa has plenty to offer on the content front and some young people are leveraging travel content to create business opportunities.
During a talk, “The Future of Travel Through the Eyes of Youth”, Michael and Acacia Monk shared their experiences of travelling to South Africa in their van and documenting their adventures on their social media platform, Yeti.The.Van.
The young couple started travelling in 2021 and have since built a brand and business from their social media following. They shared their story alongside Kachie Nzama who grew her following by solo travelling across the African continent using public transport, and eventually became a host on SABC’s travel show Come Again.
Growth potential
The South African tourism sector is a significant contributor to the national economy, with huge growth potential as is underscored by the World Travel and Tourism Council (WTTC) report, which suggests that travel and tourism could inject $168 billion into Africa’s economy and create 16 million jobs.
In 2022, visitor and tourist spending in South Africa amounted to R71.1 billion, still a notable recovery though short of the R121.5 billion recorded in 2019. Similarly, the number of non-resident visitors reached 7.3 billion in 2022, showing a steady recovery to nearly half of the 14.8 billion visitors in 2019, marking a positive trend towards pre-pandemic levels.
