In the realm of African travel trends for 2024, John Addison of Wild Frontiers aptly captures the essence by stating, “There is a call for an experience rather than a room!” The crux of this trend is a surge in the demand for authentic, immersive travel that revolves around transformative experiences. Amidst the comforts of good meals and cozy beds, Africa stands out as one of the few places on Earth capable of delivering irreplaceable moments like witnessing the Milky Way and hearing a lion’s roar up close.
This defining trend is reshaping perspectives on destinations, with experts predicting a heightened interest in wild, remote regions offering an authentic, immersive adventure. Wendy Walker of Quintess Vacations sees destinations like Zimbabwe’s Mana Pools and Hwange National Park taking the spotlight as travellers seek to trade some luxury for a more remote and immersive safari experience.
The concept of “barefoot luxury” is gaining traction, with travellers willingly sacrificing some comforts for authentic encounters with nature, wildlife, and diverse cultures. Wendy Walker highlights this trend: “They are flying into the Okavango Delta of Botswana or the floodplains of Kafue National Park in Zambia along with many other less-travelled regions. There, the safari experience is wild with not much human interference.”
The goal is total immersion, where travellers engage with nature, wildlife, and cultures firsthand. There’s a conscious effort to travel intentionally, focusing on meaningful participation that benefits local communities and conservation efforts.
Beks Ndlovu notes a shift in buying behaviours, emphasising a move from consumption to adding value. Travelers are increasingly mindful of how their choices contribute meaningfully to local communities, the environment, and conservation. Adrian Kaplan of Singita echoes this sentiment, stating that modern travellers use their travel spending to make a positive difference.
The impact on local communities is becoming a key consideration for travellers as they recognise the influence they can wield in Africa, both positively and negatively. Theresa Jackson, a Travel Experts affiliate, notes that travellers come home not only talking about wildlife but also about the communities they interact with, showcasing a growing awareness of the broader impact of their journeys.
Ryan Powell, COO of AndBeyond, sees Africa as a destination that becomes deeply ingrained in a traveller’s soul, inspiring them to explore further and delve into the continent’s less crowded and remote wildlife areas.
As the demand for authenticity rises, staged cultural and wildlife interactions are fading in popularity. Jacada’s Africa product manager, Sarah Jackson, observes that travellers seek more genuine experiences, steering away from scripted encounters.
Illustrating this travel evolution are indigenous guides like Musa Habimana and Gary Nkusi, founders of the Green Safari tour company in Rwanda. Raised as orphans in the aftermath of Rwanda’s 1994 genocide, their unique journey, documented through photography, provides guests with meaningful connections to Rwanda’s culture and history.
Their photography skills, cultivated at the Imbabazi Orphanage, offer a unique perspective on life post-genocide, drawing international attention through exhibitions. Musa and Gary, now tour guides, share their profound insights on a nine-day “gorilla experience” itinerary with Green Safari travellers. Their mission is to provide an authentic, in-depth experience that intertwines the stories of gorilla conservation, genocide recovery, and local ingenuity.
In 2024, the call for transformative experiences and barefoot luxury is steering the course of African travel, ensuring that each journey leaves an indelible mark on the traveller and the destinations they explore.
