Dorine Reinstein
Amid the many conversations at the WTM Africa show last month, one idea kept coming up: Niche tourism is becoming central to how African travel experiences are sold.
"Niche used to be seen as fringe product," said Kgomotso Ramothea, CEO of ATTA Membership, during her session launching a white paper on niche tourism from the African Travel & Tourism Association. "But today? It represents real opportunity for dispersal away from overcrowded areas, deeper engagement with communities, better alignment between traveler values today and what African destinations naturally offer."
The question at WTM Africa, however, wasn't whether niche experiences will appeal to travelers but whether travel professionals are ready to lean into them. To push beyond icons. To stop selling only what's familiar and start looking into what's transformational.
Tessa Bell, director of The Pack, put it plainly during her session on niche development: "If I'm risk-averse as an agent or buyer, I'm going to book the safe options," she said. "But my challenge is this: How do we work together across trade channels so those lesser-known places don't feel risky anymore? So they can step into their own spotlight?" (The Pack is a coalition of independently operated properties across a number of connected locations in northern Botswana.)
WTM Africa's State of the Industry report revealed that 60% of international travelers still struggle to differentiate between African destinations beyond safari and cultural heritage. It's tempting to stick with what sells easily -- Cape Town, Kruger, Victoria Falls -- rather than introduce clients to unfamiliar experiences.
But as Enver Duminy, CEO of Cape Town Tourism, said: "We must stop justifying our existence based on how others define us. We keep looking through the lens of how we think they see us, and all we're doing is reaffirming that in our marketing, our messaging and even how we speak about ourselves."
His challenge was clear: "We need to create our own lexicon of why we are great as destinations, because we are. It's almost like that kid that needs the approval of a parent or friend to validate who [they] are. And we must stop that."
Tour operators weigh in
Some of the operators who are already successfully selling their conservation "niche" offerings also took to the stage.
Grootbos Private Nature Reserve near Hermanus was one example. Head guide Tiaan van Dyk has built extraordinary guest experiences around something most visitors initially overlook: fynbos, the incredibly diverse plant kingdom unique to South Africa's Cape region.
"People don't know they want to know about fynbos until we tell them about it," van Dyk said. "You can park your Land Cruiser and let lions do the work, but with fynbos I've got to go looking for things to show you … often it's dirt. But it's fun dirt; the kind that tells stories."
He elaborated on their immersive approach: "Forest bathing in ancient milkwood groves isn't just wellness, it's connecting with ecosystems that have existed for thousands of years."
This kind of interpretation transforms what might seem initially unimpressive into something profound with micro-stories that stay with guests long after they leave. For advisors building pre-/post-safari extensions or crafting restorative nature-based itineraries closer to Cape Town places like Grootbos offer everything high-end travelers expect … plus emotional resonance they're unlikely to forget.
Michael Wright shared a similar sentiment when describing his rare-species-tracking safaris via Sustain Safaris: "I'm not interested in showing people things anymore," he said. "It's about conserving space... connecting people through purpose." His company builds itineraries around pangolin research corridors where guests help install motion-trigger cameras alongside scientists monitoring population data over time.
Ash Appleby from Whale Expeditions explained that by focusing on more immersive experiences, Africa also attracts "a different kind of traveler, someone who comes with purpose." He added: "Someone who wants depth, not just checklist experiences."
His west coast whale expeditions focus not only on sightings but deep ecological connection during multihour tracking journeys run alongside researchers studying migration patterns previously undocumented along these quieter stretches outside major tourist routes.
Practical steps for travel agents
So how can travel advisors confidently sell these off-the-beaten-path experiences?
Several practical insights emerged:
• Advisors should recognize that iconic destinations still have their place -- but they should be starting points, not endpoints. Chris Roche, co-founder of Wild Expectations, advised: "If you're not using your icons as funnels into hidden destinations, and you're languishing on the margins, you shouldn't complain to anyone but yourself."
• Understand that these experiences attract valuable clients. The Pack's Tessa Bell posed a powerful question: "Why does Africa need to be a bucket-list item? Why is this a one-hit wonder? Why are we not encouraging repeat visits?"
Repeat visitors often seek new experiences within familiar destinations, which are precisely the kind of clients who appreciate deeper, more nuanced itineraries.
• Third, connect conservation stories to guest experiences. Conservation success stories, from community-led anti-poaching in Zimbabwe to habitat restoration in South Africa's Karoo, are narratives that differentiate destinations while giving clients something meaningful to connect with.
• Recognize that niche doesn't mean limited appeal. Karl Parkinson at African Bush Camps said, "The average American traveler doesn't differentiate between countries, they look at experiences regionally: Cape Town for wine and dining; Botswana or Zimbabwe for safaris; but overall they just want 'Africa.'"
This regionalization of travel preferences means agents can combine iconic experiences with lesser-known gems to create itineraries that feel both familiar and fresh.
I felt David Frost, CEO of the Southern Africa Tourism Services Association (better know as Satsa), summed it up beautifully when he said: "We don't have to build anything new. Africa already has incredible product offerings that speak directly to niche markets like golf tourism or nature therapy. What we need is proper focus."