Embarking on a journey to Africa is a dream belonging to those who crave unmatched experiences, pristine nature, vibrant cities, wonderful hospitality, and excellent value. The hook is usually a safari experience. Yet, Africa is more than its iconic landscapes and wildlife. Understanding this, however, requires looking past the obvious, ignoring outdated stereotypes and guarding against unconscious bias.
There's incredible beauty in the many African cultures
A continent fuelled by enterprising individuals who possess boundless creativity and pure grit, Africa is a characterful, colourful place bursting at the seams with enriching histories and promising futures. Few visitors escape her beguiling allure, and many return repeatedly with good reason. Here's why...
The Power of Positive Choice
Post-pandemic travel trends see the demand for nature-based holidays soaring, yet the safari industry faces a new threat: overcrowding in exclusive private nature reserves. Under scrutiny is the complex eco-tourism landscape as private lodge owners and reserve managers on a knife's edge strive to balance profit and natural heritage protection.
Potential solutions include effective zoning, stakeholder collaboration, fair trade practices, and the education of travellers. The latter highlights the importance of visiting local heritage attractions, experiences, and events in their itineraries. By doing so, travellers preserve important cultural legacies and invest in a diverse, balanced tourism ecosystem. It also helps to alleviate pressure on wildlife tourism hotspots and fosters connection with local communities, making destinations more appealing to a broader range of visitors.
Africa's culture and heritage are valuable beyond the safari siren song.
Africa is a vibrant continent with many different cultures, Image Credit: South African Tourism
1. A Returning Investment
Exploring Africa's countries, still relatively untouched by the trappings of modernity, is an attractive prospect. East Africa is a popular first-time safari destination, as is Southern Africa's city and safari twin-centre combination featuring Cape Town. Meanwhile, rising in popularity, West Africa whispers an invitation to the intrepid traveller.
Luke Lalin, Head of Marketing at Rhino Africa, says, "Africa is a diverse continent that's likely impossible to explore in a lifetime, never mind one visit, which is why, on average, a high percentage of our clients are repeat visitors. Each time they do, they venture to places offering the familiar warmth of African hospitality against the exciting backdrop of unknown lands."
Many visitors report their time in Africa as life-changing. The unique demands of travel in remote areas, the resourcefulness of people thriving despite challenging circumstances, their encounters with different ways of life, and the sheer beauty and scale of the natural world often lead to deep introspection and a re-evaluation of life's priorities. These factors are a powerful draw for repeat visitors.
Encountering different ways of life can lead to deep introspection of one's own life, Image Credit: Sanctuary Retreats
2. Cultural Exchange Catalyst
Heritage tourism is a robust connector. A shared curiosity rouses as we peer into humanity's ancestry with wonderment. South Africa's moniker as the Cradle of Humankind has achieved UNESCO World Heritage Site status. The Fossil Hominid Sites at Sterkfontein, Swartkrans, Kromdraai and Environs, and the Makapan Valley and Taung Skull Fossil Site attract academia and sightseers interested in anthropology and archaeology.
The fossilised remains of hominids Mrs Ples and Little Foot echo through the ages and benefit the destination through the ethereal value of cultural connection.
Discover ancient African cultures at The Cradle of Humankind, where history and heritage come to life
3. Africa's Spirit is Alive at Live Events
Cultural in-person events offer unique opportunities for visitors to connect with the people and heritage of Africa's great civilisations. Tourism is the segue between modern travellers and Africa's ancient customs, vibrant art, and music.
Malawi's Lake of Stars Festival, held in Nkhotakota from the sixth to the eighth of September on the shores of iconic Lake Malawi, is a fine example. The event celebrates Malawian and international music, arts, and culture in a spectacular natural setting.
Around the globe, you'll find the African diaspora hosts events connecting international communities with Africa's essence. For example, the Zimbabwe Heritage Festival in Milton Keynes in the United Kingdom features vibrant traditional dances, music, and cuisine.
Another example is team South Africa's 'Cape Flora of South Africa' display at this year's Chelsea Flower Show in London. The installation celebrated the pinnacle of the fynbos family, the Proteaceae, earning them a gold medal win. May the halo effect of this victory stoke the fires of wanderlust, inspiring many to visit the Cape Floral Kingdom, the world's most biodiverse, supporting its conservation.
Experience local music, dance and artistry, Image Credit: Lake of Stars
Africa's Transformational Prowess
Consumers bear responsibility as part of the tourism ecosystem and should be encouraged to seek travel providers whose practices are rooted in sustainable tourism principles. Mission-locked BCorp-recognised tourism companies help travellers make better-informed choices.
Africa has an undeniable magnetism that goes far beyond its world-class hospitality, jaw-dropping natural beauty, and extraordinary wildlife. Some dominate the "Best of" and award-winning lists of highly regarded travel media titles, such as Travel + Leisure and Condé Nast Traveller, from grassroots community-based tourism to upscale hospitality properties.
Many lodges draw on the local cultures, traditions, and ceremonies, Image Credit: Singita
Tourism can build bridges of tolerance and understanding while banishing ignorance. Whatever your impression of our wildlife, culture, and heritage, the transformative journey of inner discovery is the most significant souvenir you'll return home with. Are you open to it?
