Essence of Africa highlights growing MEA tourism markets

MEA – Middle East and Africa (MEA) is witnessing a dynamic shift in its tourism landscape, with emerging markets such as India, China, and the Middle East reshaping the continent’s visitor demographics.

This trend was evident at the recent Essence of Africa forum, held in Nairobi, Kenya, which brought together key players in the tourism industry.

The three-day forum, held earlier this month, hosted 360 professionals from 37 countries. With over 4,200 pre-scheduled meetings, it connected 130 vetted international buyers with 125 African exhibitors.

This platform aimed to broaden Africa’s appeal to international tourists while addressing the distinct needs of varied markets.

“We divided markets into key regions to showcase the richness of African experiences,” explained Jacqui Reynolds, co-founder of the forum. The regions targeted included domestic and regional markets in Africa and the Middle East, as well as visitors from Europe, Asia-Pacific, and the Americas.

According to Reynolds, “This strategic approach helps cater to different preferences, offering something unique for every market.”

India and West Africa emerge as key players

India’s growing middle class and rising disposable incomes are making it a significant market for African tourism. Indian travelers are drawn to wildlife safaris and cultural experiences.

“Indian tourists find African safaris unique, and there’s growing interest in combining these trips with beach destinations,” said Ramana Shah, founder of Mumbai-based Holiday Art. “Nairobi has also gained popularity as a vibrant city worth exploring.”

Similarly, Nigeria’s burgeoning middle class and youthful population are redefining travel trends in West Africa.

Ifeoma Aneke, CEO of Allure Travel and Tours, noted, “Young Nigerians are adventurous and trend-conscious. They seek cultural immersion, outdoor activities, and experiences they can share on social media. This shift is creating a strong demand for travel both within Africa and abroad.”

Middle East market expands

Tourism from the Middle East continues to rise, driven by a demand for luxury experiences and enhanced air connectivity.

Sadiq Dindar, Global Sales and Marketing Director at Tingana Collection, emphasized the increasing role of group travel among Middle Eastern women.

“Women are traveling more often with friends and families, reflecting their financial independence and interest in new destinations,” he said.

Honeymooners and affluent travelers from the region are also favoring exclusive destinations in East and Southern Africa, including Zanzibar and South Africa.

Middle Eastern tourists are known for their high spending habits, averaging US$500 to US$1,000 per day. However, they also compare African destinations to premium offerings in Europe.

“Providing competitive value without sacrificing quality is essential for attracting this group,” Dindar added.

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