We are back from World Travel Market Africa 2022

Kruger Lowveld Ehlanzeni was part of countless other exhibitors that welcomed the world at WTM Africa 2022. After a two year absence it was great to reconnect with all facets of the industry and share lessons learnt. Armed with 19 sharing exhibitors on our stand, we proved to still be a popular destination among both African and international buyers. Meaningful and insightful engagements were had in an effort to not only do business, but to collectively create better reputations. An interesting highlight in the welcome event was the 2022 Trends Report for African Tourism that highlighted 10 important trends that will determine travel and tourism to Africa in a post-pandemic world.

Here is a snapshot of the 10 trends outlined in the report:

1. Greenwashing won’t cut it anymore

Greater transparency. More accountability. Real-life examples of conservation. This is what travellers will be looking for when they travel to Africa and beyond in 2022. “Sustainability is not an ad hoc problem. Our industry needs to invest in sustainability and actively work to conserve our resources, our heritage, our wildlife and our ecology,” said Saunders.

2. African cuisine will take its place at the global table

African cuisine has a real opportunity to make its mark as an important part of the travel experience, but it will not ‘just’ happen. There needs to be a concentrated effort by the African tourism industry to prepare potential tourists for African gastronomy and to create excitement.

3. Diversity: The same but different

The pandemic has seen an emergence of ‘the diversity traveller’ — people with needs beyond the nuclear couple or family, such as single women travelling alone, single-parent families, people of colour, the LGBTQ+ market and people with disabilities. “Diversity is part of the tourism eco-system. Tourism products need to create marketing material that is reflective of the diversity in this world,” said Saunders.

4. Accessibility will be a game-changer for tourism

According to UNWTO, ensuring accessibility for tourists with specific access requirements could be a ‘game changer’ for destinations around the world, including Africa. Tourism environments and services will need to be designed with different access requirements in mind.

5. Luxury is no longer about money; it is about time and wellness

Travelling with purpose, meaningful experiences, bucket-list destinations and itineraries, and exclusive escapes (travel bubbles and remote locations away from the crowds) are the main luxury travel trends we’ll see in Africa.

6. Travel bubbles: Group travel of a different kind

The pandemic may be largely behind us, but ‘travel bubbles’ are here to stay with a marked increase in demand for multigenerational trips. Africa is ideally positioned to tap into this exciting trend.

7. From over-tourism to impact tourism

Over-tourism was a major concern prior to the pandemic, and destinations don’t want to return to the status quo. Instead, restorative safaris that make a positive impact on conservation and communities will become more popular, as will intimate and authentic experiences.

8. Slow tourism is coming of age

The trend for 2022 is that people are taking longer trips with fewer stops, the coming of age of what has been coined ‘slow tourism’. African operators have seen more demand for longer stays with simpler, less multi-country itineraries.

9. Flexcation, bleisure, workcation − the workforce of tomorrow

Remote work has turned the global workforce onto its head. Employees are now insisting on a more flexible workplace with a renewed focus on work-life balance. This new trend is creating incredible opportunities for destinations in Africa.

10. Tech and human connection go hand-in-hand If we’re very honest, most of us have forgotten how to live – and travel – without technology. The pandemic has accelerated our adoption of technology even further.