dorine reinstein
As discerning travelers and innovative industry leaders, women are reshaping Africa’s tourism industry in unprecedented ways. This shift promises to make 2024 a defining year for women’s influence in the continent’s travel world.
At the recent Tourism Business Council of South Africa (TBCSA) conference in Sun City, Velma Corcoran, Airbnb’s regional director for the Middle East and Africa, declared “2024 is the year of women.” Her statement, which was met with enthusiastic applause, underscored the undeniable truth that women drive the majority of travel decisions.
Their influence extends far beyond the booking platform, she said. She also pointed to Taylor Swift’s impact on tourism, with her Elas Tour pumping millions of dollars into many destinations around the world.
This shift is evidenced by the rapid increase in the number of women in leadership roles across Africa’s tourism industry. Sarah Tompkins, co-founder of the Samara Karoo Reserve, says women’s contribution to tourism has grown significantly in countries such as Tanzania, Kenya and South Africa, particularly as guides and in conservation and community-based initiatives. It is pointed out that “Women are stepping into leadership roles as guides, rangers and entrepreneurs, driving change in the way industries operate and how women are perceived in these fields,” she said.
In Tanzania, Dunia Camp in Serengeti National Park is run by all women, and Chobe Game Lodge in Botswana boasts an all-female guiding team. Black Mamba, an all-female anti-poaching force, further embodies this trend of women leading conservation efforts.
• Related: Successful female safari guides
The steep climb to acceptance
This change is occurring even in physically demanding roles such as porter on Mount Kilimanjaro. Companies like Climbing Kilimanjaro are proactively addressing gender bias and creating safer working conditions for female porters. Shadia, a female porter at the company, describes the challenge as “the stigma attached to (her) biology.” Her colleague Vivian added: “It’s generally thought that only men can be porters and guides.”
Saif Ramadan, founder of Climbing Kilimanjaro, emphasized the importance of inclusion, saying, “Portering is considered a well-paid profession in Tanzania. Excluding women deprives them of an important source of income and economic independence. It will be stolen,” he said. To support aspiring female porters, the company prioritizes hiring talented women and ensures that a female porter is included on all Kilimanjaro trips.
Anke Kleinhans, head of sales and marketing at South Africa’s Cape Country Routes, says the proliferation of female guides and porters is a very positive development within the industry. She noted that these women are giving back to their families and communities, not just financially, but by demonstrating equal opportunity in the industry. Fabia Bausch, co-owner of Kem Kem Safari in northern Tanzania, calls this “inspiration in action.”
travel with purpose
But women aren’t just changing who works in the travel industry. They are changing the way they travel. Bausch pointed out that trends such as slow travel, immersive experiences and mindful tourism are all rooted in women’s values and desires.
Natural Selection co-founder and conservation director Jennifer Lally provides further insight into how female travelers interact differently with camp staff.
“We often get asked about activities that go beyond a normal game drive,” she said. “Fortunately, all of our camps offer alternative experiences, and some are close enough to our outreach projects that our guests can visit them as a last-minute request. Donors to these outreach projects are also primarily women.”
Larry’s observations are consistent with broader industry trends. “We’re seeing a lot of all-female groups coming from female-dominated agencies,” she says. “We also offer women-only safari itineraries and are increasing our offering of wellness safaris, which are more about connecting with Mother Earth than massage. We are affected by the increased demand.”
Samara Karoo’s Tompkins has also seen a clear increase in female travelers seeking authentic, purpose-driven travel in Africa. “These women are drawn to immersive experiences that go beyond the typical tourist fare. They want to participate in eco-friendly activities, contribute to conservation efforts, and connect deeply with local culture. “I’m thinking about it,” she said.
• Related: Making safaris more affordable for solo travelers
Catherine Entwistle, owner of the Val du Chalons wine farm, is seeing an increase in the number of female travelers coming in groups. “Women are looking for beautiful surroundings, good food, great wine, and the occasional cocktail. Others are interested in wellness, including beautiful walks and hikes, natural swimming, and enjoying local experiences,” she says. pointed out.
Suppliers say there has been a marked increase in women booking girlfriend trips and women-only tours that combine wellness elements such as spa treatments with more adventurous activities such as safaris and mountain climbing. Bausch has noticed an increase in women traveling alone or empty nesters “flying out” with their girlfriends.
John Rowe, chief financial officer of Thanda Safaris, added that while safaris remained a key attraction, female customers appreciated the common themes of the trip. “They want to immerse themselves more deeply and bond with like-minded people. Spa treatments, wine experiences and yoga are key activities,” he said.
this is just the beginning
As women-inspired travel continues to grow, Tompkins predicts there will be increased demand for experiences that combine adventure and personal growth, such as leadership retreats and trips focused on conservation. This trend presents significant opportunities for the tourism industry, especially for U.S. travel professionals looking to tap into this evolving market.
Cape Country Routes’ Kleinhans said the female travel niche and the concept of “women supporting women” is a continually growing segment that properties should consider when creating specific travel products. He said that he sees this as a trend. “I think there is great potential in tourism for women to strive, grow and ultimately lead tourism initiatives that inspire other women in Africa,” she said. .
Julian Carter-Manning of Yellow Zebra said: “Women have shaped this industry for many years, but traditionally it has been more from a travel design perspective than guiding or operations. The companies that work to strengthen will shape the entire safari industry.” This approach will become increasingly recognized. ”
