Africa Uncovered: Insights from the Africa Travel Week Trend Report 2024

Last updated May 20, 2024

As an African travel agent, you know this beautiful, diverse and complex continent like the back of your hand. The landscapes, vibrant cultures and experiences that can be found here are unrivalled – but they are also ever-changing. To keep your finger on the pulse of Africa’s travel trends, it helps to have access to the invaluable insights shared in the Africa Travel Week Trend Report. 

The Africa Travel Week Trend Report 2024 has just landed, and it’s filled to the brim with information that will empower you to curate and create unforgettable African travel experiences for your clients. So let’s dive into some key highlights from the report. 

Key Statistics from the Africa Travel Week Trend Report 2024

  • In the last 10 years, inbound trips to Africa have seen an average yearly rise of 7%, which is a significant increase. 
  • Even when faced with the challenges presented by COVID-19, inbound travel rebounded to 80% of pre-pandemic levels by the end of 2023, totalling 63 million trips. 
  • Most notably, inbound trips from China and India increased, reaching 2.3 million in 2023. A decade prior, only 1.5 million of the same type of trips were recorded. 
  • 70% of inbound tourists in Africa were regional tourists. 
  • With anticipated average annual growth rates of 8% and 6% respectively between 2024 and 2027, projections indicate continued growth in inbound arrivals and spending in Africa. 

Africa Travel Trends Explored in the Report

MICE Travel

Africa is quickly establishing a strong position as a premier destination for Meetings, Incentives, Conferences and Exhibitions (MICE) travel. This, in turn, is drawing a diverse variety of business travellers from around the globe to Africa’s shores. Strategic investments in event infrastructure across the continent have enhanced its appeal as a MICE destination, with state-of-the-art convention centres, world-class hotels and purpose-built exhibition spaces cropping up everywhere. These spaces provide the necessary facilities to accommodate large-scale conferences, trade shows and business meetings from the bustling metropolises of Johannesburg and Nairobi to the serene coastal retreats of Cape Town and Zanzibar.

When it comes to booking accommodation for corporate travellers in Africa, make sure you don’t overlook Global Accommodation’s Corporate Stay offering. 

The Rise of 7-Star Experiences

Sometimes, even a 5-star experience isn’t enough. For some discerning travellers, only ultra-exclusive luxury Africa travel will live up to their expectations of a grand African adventure. In response to this trend, there has been a rise in 7-star luxury resorts and experiences across the continent. From private game reserves and exclusive island retreats to lavish safari lodges and luxury tented camps, the options for indulgence are as diverse as travellers’ tastes. 


The pandemic pause, which resulted in reduced human activity, provided a great opportunity for researchers to study the positive effects of less human interaction on wildlife and ecosystems. The results of these studies have led to increased awareness of “over-tourism” and placed renewed emphasis on the delicate balance that exists between travel and the preservation of natural habitats. 

Are your travellers concerned about over-tourism? Make sure you recommend one of our top 3 ecotourism attractions as part of their next African adventure. 

Human Rewilding

From its expansive savannahs to verdant forests, Africa beckons travellers with an abundance of opportunities to rediscover their wild sides. A journey through Africa invites immersive experiences that not only awaken the senses but also nourish the spirit. When it comes to destinations that offer a true disconnect from life online and a refocus on the present moment, Africa is at the top of the list. 

Star Bathing

Star bathing is an emerging trend that is often associated with wellness travel. At its core, the trend involves travellers immersing themselves in starlight, not only as a leisurely pursuit, but as part of a broader introspective journey. Africa is home to many remote and pristine locations that are far enough from urban light pollution to provide optimal stargazing and star bathing opportunities. 


From wandering through sun-drenched vineyards in South Africa’s Cape Winelands to exploring the mist-shrouded slopes of Ethiopia’s coffee-growing regions, Africa offers a multitude of agritourism experiences for travellers who seek them. Agritourism in Africa offers more than simply another culinary adventure – it speaks volumes about the relationship between human beings and the land that feeds us. By engaging with local farmers and food producers, agritourists have the opportunity to gain meaningful insights into the processes behind the food they enjoy. 

Culinary Tourism

A culinary revolution is underway across the African continent. This makes Africa a prime destination for culinary enthusiasts who are drawn to the African food scene, not only for the tantalising and exotic flavours it provides, but also for the stories and traditions behind each ingredient and every meal. At its core, culinary tourism is fuelled by a deep-rooted respect for the land, the people who work it and the nourishing bounty they provide in tandem. 

Interested to Know More? Dive Into the Full Report

To fully harness the insights offered by the Africa Travel Week Trend Report 2024, click below to download the full report. Enhancing your understanding is undoubtedly the most effective approach to discover opportunities that will enhance your clients’ experiences.

Your Partners in African Travel

As a travel agent specialising in African travel, now is the time to embrace Africa travel trends, seize the opportunities and embark on your quest to showcase the best of Africa to the world. Whether you’re crafting bespoke itineraries, organising MICE travel accommodation or arranging luxury experiences, remember that Global Accommodation Stay Specialists are your trusted partners every step of the way. 

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