The Latest Trends Shaping African Travel in 2024

As humanity tries to make sense of the brave new world of post-pandemic recovery (it's been years!), travellers face tougher-than-ever choices about where to spend their hard-earned money. For now, access to long-haul destinations from the global north is rebounding, and the statistics are looking healthy for Africa especially, which is heartening. Let's discuss the new influences and trends in the travel industry. This blog's insights aim to illuminate your decisions about African travel in 2024 whenever wanderlust strikes.

African travel in 2024 is looking brighter than ever.

African travel in 2024 is looking brighter than ever, Image Credit: Singita

AI's Influence on African Travel in 2024

Still shrouded in mystery, artificial intelligence leads us to contemplate how it will shape tourism. One fact remains: there's no replacement for the prowess of human knowledge, connection, and passion in travel transactions. Intelligent, forward-thinking travellers and companies know this and leverage artificial intelligence tools to free them up to do the deep-thinking, complex work that only humans can do, personalising travel experiences to the finest point.

Together, the travel community shares the challenge of deciphering how this latest phenomenon can improve the tourism landscape. African travel in 2024 is all about personalised, streamlined experiences

Digital Nomads Driving The Engine of Economic Growth

Technology, mystifying as it may be at times, has unlocked untold benefits and forged fantastic connections benefiting economies across borders.

More and more countries are recognising the power of digital nomads – enlightened, adventurous individuals willing to explore countries and cultures while earning their living 'on the wing'. Countries with friendly visa policies attract talented, independent business owners with a penchant for cultural exchange.

South Africa's newly gazetted nomad visa has the power to attract such talent, bridging skills shortage gaps while providing a boost to the local economy. Stays can span days, weeks, or even months, with inherent mutual benefits for the host community and the digital nomad, spanning borders for economic, cultural and career growth.   

Small wonder that Cape Town tops the list of Africa's 12 best countries to live and work.

Cape Town is an enticing place for digital nomads to live and work

Conscious Travel is Here for Good in Africa

An environment that fosters tourism is essential to building a resilient tourism industry. It's vital to understand that we all have a part to play. From consumers through the entire travel industry supply chain, we are responsible for contributing to sustainability.

Destinations that enjoy robust public and private sector partnerships allow collaboration and progress to flourish. The recent advancement of the European Union's Green Directive means that EU countries have 24 months to incorporate the update into their national law to stop greenwashing and support consumers in their quest to support sustainable products.

First proposed in 2022, the European Commission press corner explains that the directive requires businesses targeting EU customers to substantiate any environmental claims they make. The policy still needs to be finalised; hopefully, the criteria will expand beyond ecological factors to reflect a balanced approach encompassing policies affecting people, placemaking and economic prosperity. Baby steps.

Eco-tourism is at the core of African travel in 2024, Image Credit: Wilderness Bisate

Sustainability Fuelling African Travel in 2024

A silver lining of the global pandemic, "The Great Leveller", is that it highlighted humanity's interdependencies and our need to be laser-focused on creating a more equitable environment in the future.

Awareness is growing among consumers around consciously-run properties, and Africa has an impressive list. Travel products and tour operators are increasingly looking to adopt certifications such as B-Corp, and hospitality establishments measure their holistic impact via Weeva, a data-led, 360-degree digital tool with baked-in AI benefits, to benchmark their sustainability efforts.

As an industry, spotlighting trailblazers in this arena is a great way to help steer consumers searching for hospitality products and tourism services making strides in sustainable travel. The ATTA for Action Awards occurs on July 1, 2024, during the Experience Africa event. Categories include conservation, community development, sustainable business practices, and innovative travel experiences.

Rhino Africa is serious about sustainable tourism in Africa

Your Approach – Early Adopter or Latecomer Laggard

Nelson Mandela's words echo in my ears as I contemplate the future of building a foundation of regenerative tourism, "It always seems impossible until it's done."

Embracing change is vital to remaining relevant and is the key to survival. To adapt to the rapidly changing travel landscape, locate trusted sources of information and lean on trusted partners to steer you in the right direction.

Consumers hold agency as trendsetters, as demand shapes travel trends. After all, the root of business is to solve a problem, whatever that may be. Buying power can drive change in industry. Tourism's economic landscape is robust, with one in every 10 USD attributed to Travel and Tourism within the global economy, according to the World Travel and Tourism Council (WTTC). With a firm footing on the recovery ladder, the fiscal projections are tracking an upward trajectory.

Article Originally by Amy Knight Dawson in 2024.