Africa’s tourism industry has always been a major contributor to the continent’s economic growth, thanks to the unrivaled cultural experiences, stunning landscapes, and one-of-a-kind wildlife safaris. Statista estimates that it contributed 5.9% to Africa’s GDP in 2022, up from 4.4% the previous year. As the world goes back into normalcy post-pandemic, Africa’s tourism numbers will only continue to grow, with Europe firmly at the center of this growth. But what does the future of marketing to European tourists look like, and how can locations and brands ensure they are heard above all the noise?
Evolving European travel preferences
European travelers’ preferences are gradually skewing towards authentic, sustainable, and immersive experiences. Booking.com’s 2023 Sustainable Travel Report found that 76% of the respondents are looking towards more sustainable travel options. The stereotypical vacation is no longer enough, and they are seeking adventures infused with local cultures, communities, and nature. This means that African destinations are ideally positioned to appeal to this generation of travelers.
Additionally, the pandemic has contributed to a shift in travel behavior, and intimate experiences prioritizing health and wellness have become more appealing. European travelers are also looking to digital platforms for inspiration, and influencers, social media, and digital content play a major role when making travel decisions.
Storytelling: The key to marketing African tourism
Storytelling will be crucial when marketing African tourism to Europe. African destinations’ stories are fascinating – stories of heritage, culture, and idyllic landscapes. These narratives draw in the European traveller, as they offer a deeper connection to the destinations. Brands that can tap into this will stand out among the rest.
Mara Napa Camp hosts American-born African Superstars at Maasai Mara
“We understand the power of storytelling, which is why our approach is to craft compelling and authentic stories that resonate with European audiences. Content marketing, strategic communication, and social media campaigns are just some of the ways we bring stories to life, ensuring they land every time with the target audience,” says Emma Cox, Executive Creative Director at Irvine Partners.
Digital campaigns and sustainability messaging
Marketing campaigns will not only need to be digitally focused, as a result of the massive influence of social media, but the content will also need to be engaging enough to capture traveler’s attention. This will include everything from outstanding visuals and videos to blog posts, influencer collaborations, and even virtual tours.
Innovation, such as Virtual Reality and Augmented Reality will also play a key role when it comes to digital campaigns. These will continue to transform travelers’ experiences, even before they arrive at their destination.
European tourists place great value on sustainable tourism. One survey found that 86% of Britons stated that sustainability was important to them. African destinations will have to showcase their sustainability efforts, conservation, and responsible tourism. Increasingly, travelers want to know how their visits impact local communities and the environment.
Overcoming challenges when marketing African tourism
Africa’s tourism potential is unmatched, but challenges still exist, which can be overcome by effective marketing and PR campaigns. Outdated views on the continent’s accessibility, infrastructure, and safety persist, especially for first-time visitors. Combating these views requires a public relations strategy, highlighting the modern, vibrant, and safe destinations that the African continent has to offer.
Language and cultural barriers can also result in instances where the message gets lost in translation. Europe is not homogenous and each country has its tastes and preferences. Successful marketing strategies require an understanding of these differences and in turn, tailoring messages accordingly for each market.
“In our decade-long experience, we have found the most success when we tailor messaging for each market. This is why we needed to have offices in the UK and Germany, to ensure that any campaigns we work on have local nuance,” concludes Cox.
Bright future
The future of marketing African tourism to Europeans is very promising. With the right strategies, centering storytelling, digital engagement, technology, and sustainability, African destinations can flourish and take their rightful place on the global tourism landscape.