Women emerging as a powerful force in African tourism

Sep 30, 2024

Dorine Reinstein

Women are reshaping African tourism in unprecedented ways, both as discerning travelers and innovative industry leaders. This shift is expected to make 2024 a defining year for women's influence across the continent's travel landscape.

At the recent Tourism Business Council of South Africa (TBCSA) Conference in Sun City, Velma Corcoran, Airbnb's regional lead for Middle East and Africa, declared that "2024 is the year of women." Her statement, which was met with enthusiastic applause, underlined an undeniable truth: Women drive the vast majority of travel decisions.

Their influence extends far beyond booking platforms, she said. She even pointed to the impact on tourism made by Taylor Swift, whose Eras tour injected significant funds into numerous destinations worldwide.

The shift is quite evident in the surge of women taking on leadership roles across African tourism. Sarah Tompkins, co-founder of Samara Karoo Reserve, notes strong growth in women's contributions to tourism in countries like Tanzania, Kenya and South Africa, particularly as guide and with conservation and community-based initiatives. "Women are stepping into leadership roles as guides, rangers and entrepreneurs, driving change in how the industry operates and how women are perceived in these spaces," she said.

In Tanzania, Dunia Camp in Serengeti National Park is run entirely by women, while Chobe Game Lodge in Botswana boasts an all-female guiding team. The Black Mambas, an all-female anti-poaching unit, further exemplify this trend of women taking charge in conservation efforts.

A steep climb to acceptance

This change is happening even in physically demanding roles like portering on Mount Kilimanjaro. Companies like Climbing Kilimanjaro are actively addressing gender bias and creating safer working conditions for female porters. Shadya, a female porter with the company, describes the challenge as being "stigmatized for [her] biology." Her colleague Vivian adds, "The general assumption is that only males are capable of being porters and guides."

Saif Ramadan, founder of Climbing Kilimanjaro, emphasizes the importance of inclusion: "Portering is considered a well-paid profession in Tanzania. Excluding women deprives them of a significant source of income and financial independence." To support aspiring female porters, the company prioritizes hiring qualified women and ensures every Kilimanjaro trip includes female porters.

The proliferation of women guides and porters is an extremely positive development within the industry, according to Anke Kleinhans, head of sales and marketing at Cape Country Routes in South Africa. She noted that these women give back to their families and communities, not only financially but also by demonstrating equal opportunities in the industry. Fabia Bausch, co-owner of Chem Chem Safari in northern Tanzania, calls it "inspiration in action."

Travel with a purpose

But women aren't just changing who works in travel; they're changing how they travel. Bausch noted that trends like slow travel, immersive experiences and mindful tourism all have roots in female values and desires.

Natural Selection co-founder and director of conservation Jennifer Lalley offers further insight into how women travelers engage differently with camp staff.

"We are frequently asked about activities beyond the normal game drives," she said. "Fortunately, all of our camps offer alternative experiences, and some are even close enough to our outreach projects so guests can visit those as a last-minute request. Donors to those outreach projects have also been primarily women."

Lalley's observations align with broader industry trends. "We receive many all-female groups that come from female-focused agents," she said. "We also offer an all-women safari itinerary and have increased our offering of wellness safaris that are more about connecting with Mother Earth than having a massage. This has definitely been influenced by women and the growing demand to reconnect with nature."

Samara Karoo's Tompkins has also seen a clear uptick in female travelers seeking authentic, purpose-driven travel in Africa. "These women are drawn to immersive experiences that go beyond the usual tourist fare. They want to engage in ecofriendly activities, contribute to conservation efforts and connect deeply with local cultures," she said.

Catherine Entwistle, owner of the wine estate Val du Charron, has seen an increase in female travelers visiting in groups. "The ladies are looking for beautiful settings, good food, great wine and the occasional cocktail. Some are into wellness, including beautiful walks and hikes, wild swimming and enjoying local experiences," she noted.

Suppliers say there's been a noticeable rise in women booking girlfriend getaways or women-only tours, combining wellness elements like spa treatments with more adventurous activities such as safaris or mountain hikes. Bausch has noticed an increase in single-women travelers and empty nesters "flying out" with their girlfriends.

John Louw, CFO of Thanda Safari, adds that while safari remains the primary attraction, female clientele appreciate shared themes for their trips. "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 start

As women-inspired travel continues to grow, Tompkins predicts an increase in demand for experiences that combine adventure with personal growth, such as leadership retreats or conservation-focused journeys. This trend presents a significant opportunity for the tourism industry, particularly for US travel professionals looking to tap into this evolving market.

Kleinhans of Cape Country Routes said she sees the female traveler niche and the concept of "women supporting women" as a continuously growing trend that establishments should consider when creating specific travel offerings. "I think tourism has a lot of potential for women to strive, grow and eventually lead tourism initiatives in Africa that are inspirational to other women," she said.

Julian Carter-Manning from Yellow Zebra offered a final thought: "Women have been shaping the industry for many years, traditionally more from a trip design point of view than guiding or operations. The companies working to empower women in safari operations as a whole will only be recognized more and more for this approach."