Africa shifts to promote ‘soft’ adventure tourism activities
Africa's tourism sector is experiencing a significant transformation as it positions itself as a premier destination for adventure travel. The global adventure tourism market, valued at over $450 billion, is projected to reach $2.6 trillion by 2033, with Africa carving out a unique niche.
Countries across the continent are diversifying their offerings beyond traditional safaris. Kenya has established a National Adventure Tourism Products Club, promoting activities such as paddleboarding with dolphins and heli-biking on Mount Kenya. South Africa's Western Cape attracted 85% of the country's adventure tourists in 2023, emphasising sustainability and harmony with nature.
The industry is shifting towards 'soft adventure', including experiences like tracking lions on foot and immersing in local rural cultures. This evolution is benefiting rural communities through job creation and increased understanding of tourism's importance.
The move towards diverse, experiential travel aligns with goals of promoting responsible tourism and fostering deeper connections between visitors and Africa's varied cultures and landscapes.
Source: Travel Weekly