In 2023 alone, Black American travellers spent an estimated $145 billion on global tourism. Yet across much of Africa, their interests and influence are still not reflected in how destinations market themselves or design their offerings.
At this year’s World Travel Market Africa in Cape Town, one panel cut straight to the point: Why Is Africa Sleeping on Diaspora Dollars? Moderated by Naledi K. Khabo, CEO of the Africa Tourism Association, the session brought together three travel leaders working directly with diaspora clients – namely Christina Belloge, CEO and Founder of Melanin Travels Magic (UK), Cynika Drake, Founder of Lavish Lifestyles Concierge (USA), and Akua Kufuor, CEO & Founder of AKvance and Countdown Africa (Ghana’s New Year’s Eve firework celebration) – to explore why so much potential is being left on the table.
These are travellers who arrive with high expectations and deep connections. They’re seeking luxury experiences grounded in culture. They want to see themselves both reflected and accommodated. And increasingly, they’re asking bigger questions: Who owns this hotel? Where does my money go? What would it look like to invest here?
But instead of being welcomed as valuable partners in Africa’s tourism future, they often encounter outdated narratives or outright erasure.
As Belloge put it: “We have spending power but no representation.”
The disconnect extends across infrastructure gaps, service assumptions, marketing, and a lack of long-term vision around what diaspora engagement could actually mean for destinations on the continent.
According to Kufuor: “Tourism is such an important entry point. But once diaspora travellers are here and feel connected? That’s when they start looking at investment opportunities. It becomes part of a much wider value chain.”
Ultimately, attracting and welcoming diaspora travellers is about strategy. And some countries are waking up faster than others.
What today’s diaspora traveller actually wants
A packaged version of Africa just isn’t going to cut it for a diaspora traveller. They’re looking for something far more specific – and far more personal.
Belloge works daily with clients across the UK, US, and Europe through her agency Melanin Travels Magic. For her audience, heritage matters, but so does quality.
“They want connection,” she explained during the WTM panel, “but they also want comfort. They’re not seeing themselves in the mainstream offerings, so we’ve built something that reflects them more honestly.”
Drake sees similar patterns through Lavish Lifestyles Concierge. Her clients aren’t shy about their budgets; many spend upwards of $30,000 to $40,000 on a single trip to Africa. But their expectations go beyond thread count or private transfers.
“They’ll ask: ‘Is this Black-owned? Where does the money go?’” said Drake. “If it’s not locally owned or rooted in community somehow, they want to know that before booking.”
Why most destinations keep missing the mark
Several issues came into focus during the WTM Africa session:
- Outdated assumptions
Too many destinations still treat Black travellers as an afterthought. As Drake pointed out, even luxury properties in South Africa expressed confusion about why more African-American guests weren’t booking. Her answer was blunt: “Because when we think luxury, we don’t think Africa.” This is a branding failure rooted in decades of underrepresentation. - Narrow narratives
Africa is still being marketed through wildlife safaris and poverty tourism. Meanwhile, culture-rich cities go ignored, Black-owned wineries remain unlisted, and festivals draw crowds but little international promotion. “We’re stuck with the same route,” said one local operator during the session’s Q&A. “Cape Town > Kruger > Victoria Falls > Out.” No space for discovery. Just rinse and repeat. - Representation gaps
Diaspora travellers want to see themselves reflected and meaningfully included across staff training, guest experience design, and supplier selection. When asked what kind of experiences resonate most with her clients, Belloge didn’t hesitate: “Cultural depth delivered with quality service… and people who understand where they’re coming from.”
Tourism is the gateway, not the goal
As mentioned, for many diaspora travellers, the trip doesn’t end at checkout.
“Once they’re here and feel connected,” said Kufuor, “they start looking beyond leisure. That shift from tourist to stakeholder is where the long-term value lies.”
Kufuor calls it a value chain: travel sparks curiosity; curiosity leads to questions about investment opportunities, and eventually, some return not just for holidays but for good.
Ghana has seen this play out in real time since its Year of Return campaign in 2019 ignited wide-scale interest from African Americans seeking cultural reconnection, and often much more. Several other countries are watching closely but haven’t yet committed serious resources behind similar efforts.
Meanwhile, smaller group trips focused on things like property scouting or agribusiness networking are quietly gaining ground, especially in West Africa and parts of East Africa like Zanzibar and Kenya.
The panel also flagged interest in:
- Wellness retreats
- Faith-based pilgrimages
- Creative exchanges with artists or designers
- Diaspora-led business summits
These are all signals of what’s next if destinations pay attention.
And it all starts with how people feel when they land: welcomed… or managed?
The interest is there. The money is there. The motivation is deeply personal. So, what’s stopping African destinations from turning diaspora travel into long-term value?
According to the panel (and echoed by Kufuor), there are no quick fixes, but the priorities are clear.
What needs to change
1. Stop marketing through a colonial lens
Safari isn’t the only story Africa has to tell, and for many diaspora travellers, it’s not even the most compelling one.
Destinations need to spotlight:
- Contemporary Black-owned businesses.
- Cultural events beyond “heritage month”.
- Local creatives in fashion, food, and music.
- Urban spaces that feel familiar but proudly local.
2. Build better partnerships
Travel advisors working with diaspora clients often feel cut off from destination marketing organisations (DMOs) or tourism boards entirely.
“There’s no infrastructure for collaboration,” said Drake. “We’re doing this work alone.”
Tourism boards need stronger ties with frontline advisors and community organisers.
Kufuor agrees:
“We have the know-how regarding building image and perception, as well as knowledge when it comes to broader aspects beyond tourism, such as attracting investment, promoting exports, enhancing relations, and fostering nation pride.”
3. Improve access and information
Many travellers are asking about dual citizenship, land ownership rules, healthcare options, and business regulations.
But that information lives in fragments.
“Most countries don’t have one portal where people can get these answers,” said Kufuor. “But we’re living in a digital transformation era where leveraging technology to streamline access has never been easier – we need to use this to our advantage.” A simple online hub could make a huge difference for everyone from first-time returnees to serious investors.
4. Rethink value beyond volume
Diaspora travellers may not arrive in busloads, but they stay longer, spend more per person, and are more likely to return with others if their experience runs deep.
This is meaningful tourism. And it requires destinations to think differently about impact over headcount.
Ultimately, this is bringing capital, creativity, and a long-term view – if these travellers feel seen, respected, and invited into something real.
The opportunity requires leadership from both governments and private players who are willing to invest beyond the obvious. The global Black diaspora doesn’t need convincing that Africa matters. But Africa still has some convincing to do if it wants that relationship to grow into something lasting and transformative on both sides of the ocean.