ATTA®’s research reveals six emerging travel sectors poised to transform Africa’s tourism landscape
LONDON, 9 April 2025 – The African Travel & Tourism Association (ATTA®), the leading Pan-African tourism trade association, has released a pioneering whitepaper titled Africa’s Untapped Tourism Niches: A Blueprint for Growth – a comprehensive analysis of six emerging niche tourism sectors set to revolutionise travel across the continent.
The whitepaper comes at a pivotal moment for African tourism, as destinations seek innovative ways to attract visitors in an increasingly competitive global marketplace. Substantial growth opportunities are identified in dark-sky tourism, nature therapy, roots tourism, rural tourism, multi-sensory safaris, and women-only expeditions.
“While the focus is on diversifying our tourism products, niche tourism is also about fundamentally reimagining what African tourism can be,” said Kgomotso Ramothea, ATTA® Membership CEO. “Our research shows that while traditional safaris remain our backbone, these emerging niches offer unprecedented opportunities to extend tourism benefits to previously overlooked communities while meeting evolving traveller demands for authenticity and purpose.”
The whitepaper’s findings challenge long-held assumptions about African tourism development, highlighting how lesser-known destinations can leapfrog established markets through strategic investment in niche experiences.
“What’s particularly striking is how these niches align perfectly with post-pandemic travel trends,” Ramothea explained. “From the healing power of nature therapy in our vast wilderness areas to the profound emotional journeys of roots tourism, Africa is uniquely positioned to deliver exactly what today’s conscious travellers crave – meaningful connection, personal transformation, and authentic engagement with both nature and culture.”
The research from ATTA® reveals that destinations investing early in these specialised sectors could see substantial economic returns. For example, Ghana’s roots tourism initiative ‘Year of Return’ generated an estimated $3.3 billion in 2019, while the global agritourism market – which Africa is well-positioned to capture – is projected to grow at a compound annual rate of 11.9% over the next five years.
“The window for early adoption won’t remain open indefinitely,” Ramothea cautioned. “Destinations and operators that move decisively now to develop thoughtful, community-centred niche experiences will establish market leadership that will be difficult to challenge later.”
The whitepaper provides practical implementation guidance for tourism stakeholders, including:
- Strategic frameworks for developing each niche market
- Case studies of successful early adopters across the continent
- Best practices for community engagement and benefit-sharing
- Marketing approaches that resonate with specialised traveller segments
- Sustainability considerations essential for long-term success
Tourism operators, destination marketing organisations, investors, and policymakers are encouraged to download ATTA®’s whitepaper here to inform their strategic planning.
“As ‘The Voice of African Tourism,’ we’re calling on the industry to move beyond simply selling what we’ve always sold. This whitepaper is a rallying cry for African tourism to claim its rightful place at the forefront of global travel innovation. The destinations that embrace these niches today will be the tourism leaders of tomorrow,” Ramothea concluded.
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ABOUT ATTA®
ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 900 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.
Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email info@atta.travel for details.
