Africa & The Black Travel Movement
Travel to Africa is not a new concept, traditionally African destinations have been receiving their visitors from Europe and Safari has always been the top travel need for this market.
Over the last couple of years, we have however seen a surge in the travel trends to Africa, with Black Americans taking the longer flights to explore the destinations. This has also seen a shift from the usual Safari trips to now more culture and history tours. There is a growing need to connect to the people and know the true essence of ethnicity.
THE MOTHERLAND
The motherland, as Africa is known to the black travel market, is an embodiment of identity, more than it is a travel destination. The true essence of re-stepping the roots and land where most of their ancestors came from. With trips to places like Ghana where you get to see the pathway that saw thousands of Africans leaving the continent for the last time and experiencing the door of no return. This is a true tear jerker for anyone who goes on this historical tour. Connecting all African stories like that of Nelson Mandela in South Africa and its similarities to the Martin Luther King Movement in USA, the history of how the black people have gone through the same history on different continents in mind blowing. The greatest part of being in the motherland, is connecting to the people, knowing how they live and practice day to day routines.
BLACK TRAVEL X LUXURY TRAVEL
There has been a lot of different opinions when it comes to what the Black travel market want in terms of standards in accommodation. In my 5 years’ experience, I have seen that with all of our groups that we receive, they all want luxury travel. In essence they want the following:
- Comfort
- Convenience
- Connectivity
- Communication
The best option is always a good choice to present to this market. Even though they are seeking to connect with the motherland, they also want the comfort that they are used to. They still want to rest and enjoy their trip.
AFRICA’S DESTINATIONS
The beauty of Africa is how you can travel to it more than 10 times and still experience it differently each time. A safari experience in Botswana will give you a different experience to one in Kenya. The difference is cultures from north to south, coast to coast show the diverse offering that Africa has as a destination. Hence it is very important for curated experiences for clients to concentrate on key outcome areas for the black traveling market. Too much in one itinerary can also be overbearing and tiring, it’s always better to savor a moment and take time to enjoy it.
Once the motherland bug has hit, you know for sure that they will be back, over and over again. That is when you realize, that Africa ceasing to be a destination and simply becomes home. So let’s welcome our brothers and sisters home – and share the beauty of our culture and heritage.
Rumbidzai Mudzengerere is the Managing Director of Africa’s Connect. Based in Zimbabwe, they operate in Southern Africa and East Africa with a team of knowledgeable drivers and guides that help clients get the most of their tour. Rumbidzai has won a African Women in Leadership Award from Africa Travel Leadership Forum (ATLF). She leads a team of 15 dedicated members who are knowledgable on the industry and dedicated to customer satisfaction.
