Experiential travel remains a key travel trend for Africa-bound travelers in 2012.
A survey conducted by the U.S. Tour Operators Association says in response travel agents and tour operators are increasing their experiential itineraries, with the thirst for learning — particularly in the areas of culinary, culture, nature, adventure, photography and golf — being a key area of focus for developing touring programs.
Travelers want to be entertained and stimulated rather than just pampered, according to a separate study by Horwath HTL that highlights travelers’ new demands for authenticity, environmental care and experiencing local culture as an integral part of the travel experience.
It’s not enough for travelers to be exposed to the sights and sounds of a destination. The experiential tourist now demands to be incorporated within an experience, understanding what it means to be a local and diving deeper into authentic local culture so that lasting memories can be made and shared.
Africa is in a “sweet spot” for experiential travelers, said Dave Herbert, chief experiential officer of U.S.-based Great Safaris. “We must not lose site of the fact that suppliers and operators must continue to innovate or we will lose this edge.”
The standard tour is less of a draw card than it has been in the past, said Renier Friis, Welcome Tours' product development team manager. “Tourvest Destination Management has evaluated feedback from its partners and established a range of day experiences, Travel Twists, and sample Special Interest Journeys.”
Megan Oberholzer, marketing communications team manager at Welcome Tours, explained, “Travel Twists are day tours with a difference. A new brochure has been launched soon featuring two pages of tours per province in the realms of culture, social responsibility, adventure and history, among others.”
Among the sample Travel Twists experiences are horseback riding along the Eastern Cape’s Wild Coast, eating bunny chow with the locals in South Africa's KwaZulu Natal province, a coffee tour in Mpumalanga province’s Sabie Valley and bread baking in the Cape Winelands.
The Special Interest Journeys on the other hand are not set itineraries, explains Oberholzer. “Rather they are a sample of what visitors can do when visiting Southern Africa; a taste of what we are capable of putting together on their behalf. We can then tailor-make something based on the requirements of our travelers.”
Special Interest Journeys can range from a gastronomical odyssey led by a culinary expert through Route 62 and the Garden Route and family-friendly journeys with chocolate making in Franschhoek in the Western Cape region, while golf enthusiasts can for instance play at such award-winning South African golf courses as Leopard Cree and the Gary Player Country Club.
According to Friis, experiential travel requests remain very market-based, with the U.S. driving demand, although the German and Italian markets are also starting to show interest. “Our American clients want more than a standard bus tour and to see the attractions. They want to visit the country and make a real difference,” Friis said.