Safari Tourism Attracting More Europeans to Africa, Says ForwardKeys
Kigali, Rwanda – Safaris and outdoor activities are attracting more Europeans to Africa, according to travel intelligence firm ForwardKeys.
Presenting the latest air ticketing data for 2023 during the 23rd Global Summit of the World Travel and Tourism Council (WTTC) in Kigali, Rwanda, Olivier Ponti, VP of Insights at ForwardKeys, said a number of destinations in Africa are seeing a strong rise in travel demand from Europe due to increased interest in safaris and outdoor activities.
According to the data, half of the top 30 destinations in Africa are close to or above 2019 levels — with many Sub-Saharan countries such as Tanzania (+13%), Cape Verde (+3%), Rwanda (+1%), and Namibia (+0%) represented. Strong demand from markets including the US, Canada and the European Union demonstrates the appeal of the region and the attractiveness of safari tourism destinations.
“Not only do we see more European travelers in Africa but we can also see them staying longer at the destination. Long stays in Africa are above their pre pandemic levels,” Ponti said, adding that in economic terms the longer people stay the more they spend.
When presenting the top searching markets to destinations in Africa for safari tourism, Ponti highlighted that Germany has overtaken the US. Other markets from Europe searching for safari destinations this year include France, the UK, Spain, The Netherlands and Switzerland.
The development of longhaul connectivity has been fundamental to Africa’s success. Seat capacity on nonstop flights has risen compared to 2019, both from the EU and from the Americas.
Business travel
When discussing business travel to Africa, ForwardKeys data showed that although the industry is still in recovery mode, there are some destinations that are performing better than others. Senegal is expected to experience a 22% increase in business travel in Q4, Rwanda 21%, and Cameroon 25%.
Rwanda in good position for business and luxury travel
Focusing on Rwanda, the WTTC’s host destination for its 23rd Global Summit, Ponti presented data that showed the country’s recovery of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
According to the data, Rwanda was the third fastest-growing business destination in Africa in Q4, giving a positive sign of increased economic activity and investment in the country.
Germany, the United Kingdom, and the USA are the most dynamic source markets for business travel to Rwanda, with growth rates of 30%, 13%, and 11% respectively.
ForwardKeys air ticketing data also shows that the recovery of travel to Rwanda is being driven by passengers travelling in premium cabin classes (+37% in Q4 compared with +13% for economy class). This indicates that there is growing interest from high-end premium travellers who are likely to spend more on high-end luxury goods and services during their stay at a destination.
Nationalities of travelers to Rwanda that represent the premium market include the US, Germany, Belgium, UK and France.
“Premium class is growing at a much faster rate than economy class and that perfectly matches the strategy of the destination to attract the premium end of the market… This is conformation that what Rwanda is doing marketing wise is actually working,” Ponti said.
However, he added that improvements can be made to further generate growth to Rwanda.
“One of these things is air connectivity,” he said, adding that currently, 70 percent of international arrivals involve transfer hubs to arrive in Rwanda, mainly Addis Ababa Bole Airport, Brussels Airport, Amsterdam Schiphol Airport and Nairobi Jomo Kenyatta Airport.
“Clearly, the more transfers, the longer the trip and it is less likely for travelers to repeat the trip,” he said, underlining that improved connectivity could benefit the destination by enhancing the ease of travel.
Staying on the subject, Ponti said that there is a great business opportunity to increase the number of direct flights to Rwanda, for example from the United States and Germany, as evidenced by the number of flight searches per source market.
Connectivity a key policy to unlock growth to Africa
Improved connectivity to Africa is among key policies for the continent’s growth, said a new report presented by the WTTC during the 23rd Global Summit in Rwanda.
Travel & Tourism in Africa contributed more than US$ 186BN to the region’s economy in 2019, welcoming 84 million international travellers.
“Growth potential for Travel & Tourism in Africa is massive. It has already more than doubled since 2000, and with the right policies could unlock an additional US$168 billion in the next decade,” Julia Simpson, WTTC President & CEO, said.
According to the WTTC’s new report “Unlocking Opportunities for Travel & Tourism Growth in Africa”, potential growth is dependent on key policies to unlock annualised growth of 6.5%, reaching a contribution of more than US$ 350BN.
“Africa needs simplified visa processes, better air connectivity within the continent, and marketing campaigns to highlight the wealth of destinations in this breathtaking continent,” Simpson said.
According to the global body, 2023 is projected to be a year of near-full recovery, only 1.9% shy of 2019 levels, as well as the creation of an additional near 1.8 million jobs.
To access the WTTC’s full report on the African sector, press here.