Africa’s hospitality sector has long offered unparalleled experiences to travellers from abroad. This is particularly true for British and European holidaymakers. Almost 150,000 European tourists had visited South Africa by February 2024 and this year’s United Nations Tourism Report notes increasing European interest in East and West Africa destinations. British and German tourists are trendsetters from their respective regions, their changing values and preferences set the tone for those seeking meaningful and immersive experiences that resonate with modern environmental, social, and cultural values.
These trends line up well with what African countries have to offer, from stunning landscapes and unique wildlife to vibrant communities and rich cultural traditions. Rachel Irvine, CEO of the creative communications agency Irvine Partners says, “Africa’s exceptional fusion of natural beauty, cultural authenticity, and conscious tourism, makes it an ideal destination for those who want to explore and form bonds with the people they meet on their travels.”
Why conscious environmental options matter
Extreme weather events seen around the globe have put environmental awareness at an all-time high. With European summers getting hotter and disasters like floods becoming more prevalent, tourists are painfully aware of the impact their travel has on the planet.
These shifts have made sustainable tourism a priority, and African countries are ready to cater to this. “Sustainable experiences are key to the survival of local hospitality sectors. As climate change changes ecosystems and damages the nature and wildlife people travel here to see, sustainable tourism development is imperative,” says Irvine.
Local industries offer numerous opportunities for eco-friendly travel. National parks, reserves, and protected areas provide structured ways for tourists to actively engage in conservation efforts. From wildlife monitoring projects in South Africa’s Limpopo province to anti-poaching projects in Kenya, Africa allows tourists to contribute positively to the environment they come to enjoy.
Irvine explains, “For today’s traveller, sustainability isn’t just a trend — it’s a responsibility. Africa’s hospitality industry has responded robustly to this call, creating experiences that align with ecological mindfulness, so visitors can enjoy unforgettable wildlife experiences while leaving places better off than how they found them.”
Connecting to diverse cultures
British and German tourists are increasingly driven by a desire for genuine cultural immersion, with many on the lookout for ways to engage with local communities directly. South Africa and Kenya’s hospitality sector have embraced this trend, offering cultural tours, workshops, and festivals where tourists can connect with artisans, performers, and local guides. This immersion enriches the visitor experience while giving them more touchpoints to spend on local businesses.
“The allure of Africa lies in its diversity,” says Irvine. “Many European tourists are eager to experience the unique traditions, art, and music – from Amapiano to Afrobeats these cultural exports have made our destinations more interesting to global audiences.
Health and relaxation are paramount
The world has seen a rise in health consciousness, and this translates directly into wellness tourism. Today more people are running marathons, engaging in social sports and engaging in mindfulness activities. This is especially true among those looking to escape the daily stresses of living and working in cities.
Breathtaking destinations like Kenya’s Haven on the Lake or Accra’s Aloe Gardens Resort offer an ideal setting for wellness retreats, with many resorts and lodges incorporating nature-based experiences with their wellness offerings. These have allowed Africa to establish itself as a top destination for holistic wellness.
“Nature has a powerful healing effect, and anyone who is taking care of their mental health knows the benefits of nature immersion. This continent’s natural beauty provides a perfect sanctuary for travellers who want to feel rejuvenated,” Irvine notes. “Thanks to scenic landscapes and services that cater to physical, mental, and spiritual well-being, this continent is an ideal place to unwind and recharge.”
Slow travel: Embracing depth over distance
The trend toward “slow travel” has seen tourists spending longer periods in fewer destinations, so they can form deeper connections with local cultures and communities. Hospitality offerings on the continent cater to this preference, with accommodations that encourage visitors to immerse themselves fully in one place.
Mindful exploration is at the centre of this way of travel. Whether it’s hiking in the Rwandan mountains, birdwatching in Zambia, or simply soaking in the rhythms of local life in a remote village.
According to Irvine, “Slow travel is about quality and depth. With our varied landscapes and rich traditions, visitors with an opportunity to experience something profound, allowing them to return home with a true sense of place and personal connection.”
Technology allows for seamless travel planning
Technological advancements have revolutionised the travel industry, and Africa has quickly adapted to these changes. With travel platforms and apps making planning and booking experiences easier, travellers have fewer barriers to navigate before exploring the continent. Social media content creators have also added a layer of relatability and FOMO to people’s perceptions of travel in Africa.
Tourists are now inspired by how locals showcase Africa’s natural wonders, vibrant cities, and cultural events, fuelling curiosity and desire for their own firsthand experience.
“The digital age has made Africa far more accessible,” Irvine points out. “Potential visitors can now discover more of our destinations thanks to artificial intelligence and its increasing role in curating their travel plans with ease.”
Africa as a work-and-travel destination
The shift towards remote working has opened up new opportunities for longer stays and work-travel arrangements, particularly for young professionals seeking value and affordability. Countries like South Africa and the Seychelles have changed how their visa regimes work to accommodate working travellers and visitors to these countries are expected to take advantage of this.
Africa’s lower cost of living for those with pounds or Euros, combined with its expanding infrastructure in popular hubs like Cape Town, Nairobi, and Accra, is making it an attractive choice for digital nomads.
“Africa’s appeal to digital nomads is multifaceted,” says Irvine. “With affordable living costs, a welcoming community, and a lifestyle enriched by the local culture, local tourism sectors provide a compelling alternative for remote workers seeking both adventure and practicality.”
Experience over material goods
Travellers today are shifting their priorities from material acquisitions to the pursuit of unique experiences. Africa’s rich tapestry of cultural traditions and culinary delights caters to this preference, with tourists eagerly participating in culinary workshops, farm-to-table dining, and food tours that highlight the continent’s diverse flavours. This experiential focus also extends to activities such as wildlife safaris, guided treks, and traditional dance performances, which leave visitors with memories that transcend any material souvenir.
“People are seeking something real, something they can remember forever,” notes Irvine. “Africa’s hospitality sector offers not only the chance to see and taste something different but to fully experience it, in a way that has personal resonance and impact.”
Africa’s promising tourism future
African countries offer natural beauty, cultural authenticity, and more chances to take part in eco-conscious tourism. For Brits or Germans who are driving these global travel trends, the continent is an unrivalled destination for anyone seeking meaningful travel.
As Rachel Irvine aptly summarises, “Africa’s hospitality sector has matured in ways that not only meet but anticipate the desires of modern travellers. By embracing responsible tourism, fostering local community interactions, and providing avenues for health and wellness, Africa is redefining what it means to travel meaningfully. For those looking to make a difference while creating unforgettable memories, this is the place to be.”
The future of Africa’s hospitality sector shines bright, promising to captivate, enrich, and inspire European and global tourists for years to come. This enduring appeal is more than just a trend but a testament to the continent’s unique ability to offer life-changing travel experiences.
By Rachel Irvine, CEO of Irvine Partners
