The African tourism industry is on an upward trajectory, however, there is a need to ensure that those who love visiting the continent become its evangelists. After all, word of mouth is the strongest form of advertising.

Below, we explore ways to ensure that Western European tourists, who are a big percentage of tourists to Africa, are not only repeat visitors but are also spreading the word about Africa’s tourism.

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How can you turn the Western Europeans who love visiting Africa into the ultimate tourism evangelists?

According to data from the United Nations World Tourism Organization (UNWTO), tourism across the African continent has recovered almost to the pre-pandemic levels. International arrivals to the continent have recovered 92% of pre-pandemic visitors, compared to 84% world average, between January and September 2023.

On a regional level, South African Tourism reports that international tourist arrivals from January to November 2023 increased by 51.8%, compared to the same period in 2022. In Kenya, this number grew by 35.4% in 2023, while Tanzania reported a 25.7% growth between January and August 2023. This recovery has also had a positive effect on the revenues of the region. UNWTO further reveals that Africa has recovered 84% of its pre-pandemic earnings, compared to a 74% growth for the world in 2022.

The majority of tourists to Africa come from the United States of America and Europe, outside of intra-African travel. The UK, Germany, France and the Netherlands top the list of countries with travellers to Africa, from Europe. This is no surprise, given Africa’s allure: from breathtaking safaris and pristine beaches to majestic mountains and vibrant cultures, the continent offers an unmatched array of experiences that captivate global tourists.

To continue with the upward trajectory, hotels, travel agencies and tourism boards have to work towards converting these tourists into advocates. Rachel Irvine, CEO of Irvine Partners, Africa’s leading independent creative communications agency, shares the following tips:

• Create authentic and tailored experiences

Tourists often look for authentic experiences when travelling, something that is unique to the specific country or hotel. Showcase the rich cultural diversity that the continent has to offer, whether it is a culinary class for local dishes, a traditional ceremony or an adventure sport.

Additionally, find out more about the traveller beforehand and tailor experiences to their specific interests. For example, a traveller who wants to go lion spotting would appreciate an early morning safari, while a festival would be the ultimate experience for a traveller looking to immerse themselves into the culture of a country.

• Include travellers in storytelling

User-generated content is taking over social media, and for good reason, as people look for authenticity in the overly curated world of social media. Create a specific hashtag for visitors to share their experience through, and offer incentives, such as discounts on future bookings.

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A key part of advocating is a connection to the cause. Share how travel is contributing to specific causes, be it economic growth of the local communities, wildlife conservation or social causes. These are likely to evoke a sense of fulfilment in travellers who are looking for a travel experience that has a positive impact.

• Leverage social media and influencer marketing

In the same way that people are searching for authentic connections, there is still plenty of room for influencer content, especially those who have a specific niche. Partner with travel influencers to create engaging content and reach a wider audience. Consider micro creators as they often have a highly engaged audience who trust their recommendations, and cost less than the bigger creators.

Visually stunning content on social media promotes sharing, and can easily create brand advocates.

• Work with a PR and marketing company

A public relations and marketing company with a presence in both Africa and Europe like Irvine Partners can work together with hotels, tourism boards and key hospitality players to create advocates. From developing and executing communication strategies that appeal to a European audience,  organising events to meet with potential clients, influencer management during campaigns, a great PR agency acts as the right-hand person.

• Create an exclusive travel community

Launch an exclusive travel community where repeat travellers can share their experiences, and tips and interact with like-minded travellers. The community could have exclusive benefits such as special events, priority during peak travel periods or private tours.

These factors, combined with exceptional customer service will ensure that the travellers are not just repeat clients, but also lifelong advocates.