The authentic travel experience should be a boon for Africa, but its missing the mark.
Since 2016, tourism market trends have shifted away from “get-a-way” travel to traveling for ‘authentic’ experiences. This transformation is driven by the world’s largest consumer group—millennials—and amplified by digital platforms and social media but is also echoed across other segments.
African countries, with their abundant wealth of natural and cultural assets, are perfectly positioned to capitalize on this shift, just as the rise of digital platforms are reducing market access barriers for such products. However, in our new World Bank Group report, we found that
- Standards: Africa’s market share lags other regions, and many products are not of sufficient standard.
- Exclusion and the digital divide: Marginalized groups, often best placed to deliver the product, are at risk of further exclusion.
- Community Impact: Bringing tourism into communities also brings other risks which need to be managed.