As South Africa struggles to reach 100% recovery, could real growth lie in diversification?

One word dominated Day 1 at WTM Africa: Niche. Not only does Africa Travel Week’s State of the Industry Report (launching at WTM Africa on Friday, 11 April) make the case for diversification (essentially breaking Africa out of the ‘safaris, gorillas, repeat’ loop), but the African Travel and Tourism Association (ATTA®) published their whitepaper on niche tourism, and two panel discussions explored niche experiences – and the opportunity for real growth, geographic spread and economic impact in rural areas.

In one of the first sessions of morning, 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 recovery figures – and the fact that Southern Africa is lagging behind East Africa (notably Kenya and Tanzania) when it comes to attracting today’s tourism spend.

As Frost explained, while Cape Town and Kruger may be at (or over) 100% recovery compared to 2019’s inbound tourism figures, South Africa as a whole is sitting at 81.6% recovery – which can only mean the rest of the country is struggling.

Frost was emphatic: Cape Town is at capacity, which means that itineraries exclusively centred on Cape Town and Kruger are no longer prudent – or 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?

On a positive note, plenty of opportunities exist. 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.

Indeed, 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

Later in the morning, 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, quests to photograph rare birds and animals (alongside community guides), whale watching expeditions on South Africa’s 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.

And while air access (including developing more hubs in Africa) and accessibility (in terms of visa reform) is important for tourism growth in Africa, for Blackbeard, an important first step is a new framework for success. One that includes real public/private partnerships, meaningful collaboration with the travel trade, and product development that can take Africa to the next level.