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Reinventing Africa’s Tourism Industry – ARW Trend Report 2022

Reinventing Africa’s Tourism Industry – ARW Trend Report 2022

Trend 1: Greenwashing won’t ‘cut it’ anymore

Greater transparency. More accountability. These are what travellers will be looking for when they travel to Africa and beyond in 2022.


Trend 2: African cuisine will take its place at the global table

African food is diverse. It is unique. It is authentic, and it is healthy. It is also an intriguing new tourism trend for Africa


Trend 3: Diversity: The same but different

Not all travellers are created equal. The pandemic has seen an emergence of ‘the diversity traveller’—people with needs beyond the nuclear couple or family such as single women travelling alone, single-parent families, people of colour, the LGBTQ+ market and people with disabilities.


Trend 4: Accessibility will be a game-changer for tourism

According to UNWTO, ensuring accessibility for tourists with specific access requirements could be a ‘game changer’ for destinations around the world.


Trend 5: Luxury is no longer about money; it is about time and wellness

Travelling with purpose, meaningful experiences, bucket list destinations and itineraries, and exclusive escapes (travel bubbles and remote locations away from the crowds) are the main luxury travel trends.


Trend 6: Travel Bubbles: Group travel of a different kind

The pandemic may be largely behind us, but ‘travel bubbles’ are here to stay


Trend 7: From over-tourism to impact tourism

Over-tourism was a major concern prior to the pandemic. So much so that a number of destinations started putting the brakes on tourism numbers—until of course the pandemic hit and global tourism came to a devastating standstill.


Trend 8: Linger Longer Slow tourism is coming of age

The trend for 2022 is that people are taking longer trips with fewer stops, the coming of age of what has been coined ‘slow tourism’.


Trend 9: Flexcation, bleisure, workcation – the workforce of tomorrow

Remote work has turned the global workforce onto its head. Employees are now insisting on a more flexible workplace with a renewed focus on work-life balance.


Trend 10: Tech and human connection go hand-in-hand

If we’re very honest, most of us have forgotten how to live – and travel – without technology. The pandemic has accelerated our adoption of technology even further.


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