Exploring New Markets, Travel Patterns, And Sustainable Tourism At Sarit Centre
The Essence of Africa event, held at Sarit Centre from December 2-4, 2024, brought together a diverse group of experts to explore the evolving trends in African tourism. The panel discussions covered key markets such as Asia Pacific, the Americas, Europe, and the Middle East & Africa, with experts highlighting post-pandemic shifts, emerging travel patterns, and regional dynamics.
In the Asia Pacific panel, moderators and panelists explored changes in booking behaviour, with longer lead times and a shift toward multi-generational travel. Notable trends included the growing demand for experiential travel, particularly walking safaris and cultural exchanges, and a rise in luxury and tailor-made travel. Challenges such as language barriers and staffing shortages were also discussed, alongside opportunities in off-peak seasons.
The Americas panel addressed the increasing trend of multi-generational family safaris, with a focus on bucket list experiences and luxury accommodations. They also noted rising operational challenges like limited flights and complex visa requirements, along with the growing need for personalized, longer stays.
The European panel highlighted a shift from leisure holidays to experience-based travel and an increasing demand for sustainable and responsible tourism. Challenges included last-minute bookings and the need for better regional marketing, with an emphasis on authentic cultural experiences and luxury accommodations.
The Middle East & Africa panel focused on the growth of intra-African travel and rising interest from Gulf Cooperation Council (GCC) countries in African safari experiences. There was also a significant focus on luxury, Halal-friendly tourism, and infrastructure development across Africa. The panel discussed opportunities for responsible tourism and the development of community-based initiatives, alongside challenges like currency fluctuations and visa requirements.
Overall, the event showcased the evolving tourism landscape and provided valuable insights into emerging trends and market opportunities, as well as challenges that the industry must navigate moving forward.
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About Essence of Africa:
Essence of Africa is a private sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
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