One word dominated panel discussions World Travel Market (WTM) Africa this week: Niche. Not only does Africa Travel Week’s (ATW) State of the Industry Report (launched at WTM Africa) make the case for diversification, the African Travel and Tourism Association (ATTA®) published their whitepaper on niche tourism, and there were two panel discussions exploring niche experiences.
In one of the first sessions of week, Jillian Blackbeard (Africa’s Eden Tourism), David Frost (SATSA), Kgomotso Ramothea (ATTA®), Justice Ofentse (Botswana Tourism) and Karl Parkinson (African Bush Camps) discussed the need for diversification, especially in light of South Africa’s slow post-covid tourism recovery.
While Cape Town and Kruger may be at (or over) 100 per cent recovery compared to 2019’s inbound tourism figures, South Africa as a whole is sitting at 81.6 per cent – which can only mean the rest of the country is struggling. In fact, Cape Town is at capacity, which means that itineraries exclusively centred on Cape Town and Kruger are no longer sustainable.
And as Blackbeard explained, although Cape Town is not yet Venice or Amsterdam, it’s nearing mass tourism for South Africa, which means it’s time to “share the love” and move beyond our traditional hubs, disperse people, and create a breadth and depth of experiences in Southern Africa for the benefit of all.
What can South Africa – and Africa – do differently?
Plenty of opportunities exist to do things differently. Frost suggests South Africa can learn from successful models like New Zealand, which has built its reputation as an adventure tourism powerhouse around just five key activities (compared to South Africa’s 101). Similarly, Turkey has successfully positioned itself as a premier destination for golf tourism – strategies South Africa could easily emulate.
In addition to adventure tourism, golf tourism and even youth tourism (tapping in Gen Z’s intrepid spirit), Ramothea pointed out that there is plenty of scope when it comes to exploring women-only safaris, roots tourism (diaspora), agritourism, nature therapy, and dark-sky experiences.
Both Ofentse and Parkinson also highlighted Southern Africa’s incredible connection to nature, conservation and community – and the ability to deliver unmatched experiences for visitors looking for depth, knowledge and connection.
As Ofentse explained, Botswana has built its entire tourism model on a sustainability niche (high-value, low-volume tourism), while Parkinson says following African Bush Camp’s “true north” has meant they continue to develop experiences which support conservation and communities in Southern Africa.
Beyond the Big Five: Tapping into Africa’s Weird and Wonderful Tourism Niches
In a separate session, Blackbeard took a closer look at other niches with Michael Wright (Sustain Safaris), Ash Appleby (Southern Right Charters), Tiaan Van Dyk (Grootbos) and Eleanor Muller (Transfrontier Parks Destinations).
From fynbos safaris (and very fancy dirt) to dark-sky experiences, the panellists introduced delegates to some very niche tourism experiences, including camping out on the Amphitheatre in the Drakensberg, forest bathing in Grootbos’ milkwood forest, photographing rare birds and animals (with community guides), whale watching expeditions on the West Coast, and stargazing in the Kgalagadi.
Building a Framework for Success
While opportunities abound, significant challenges remain, particularly for small operators who struggle with economies of scale. Success in this sector requires not only expertise and an entrepreneurial spirit but also considerable courage, as returns on investment may take time to materialise. Nevertheless, promising growth is evident in several segments: camping and hiking experiences, adventure tourism, sports-related travel, and specialised niches such as fynbos safaris and rare wildlife viewing. These areas are attracting travellers looking for real knowledge – and an authentic, unique experience unlike any other.
