In the inaugural episode of the VA Tourism Podcast for 2025, Kojo Bentum-Williams sat down with Penny Fraser, Sales, Sponsorship & Partnerships Director for RX Africa, to explore the transformative trends shaping Africa’s luxury tourism market. Fraser, who oversees flagship events like Africa Travel Week and ILTM Africa, shared insights into the continent’s growing appeal as a high-end travel destination, the rise of sustainable and authentic experiences, and the innovative strategies driving the sector forward.
Africa’s rising position in the global luxury market
Fraser emphasized that the global appetite for luxury tourism is on the rise, with African nations increasingly tapping into this lucrative market. “Globally, the appetite for luxury tourism is continuing to grow, and many African countries are tapping into this profitable market by offering tailored travel experiences that combine entertainment, relaxation, and exclusivity,” she said.
The global tourism sector has experienced a revival in the post-COVID era, with increased focus on health and safety fueling demand for luxury travel experiences. Fraser highlighted a significant shift in consumer behavior: “Post-COVID, we’ve seen a revitalization in the global tourism sector, with heightened awareness of health and safety driving interest in high-end travel options. One significant trend we’ve observed is the shift from individuals traveling for luxury to families traveling together. In 2021 alone, family-friendly tour bookings increased by over 200%, reflecting a desire for shared experiences after the pandemic.”
Africa’s luxury tourism market is thriving, with international arrivals reaching 96% of pre-pandemic levels in 2023, compared to a global average of 88%. Countries like Mauritius, Seychelles, and Kenya are leading the charge, while emerging destinations such as Rwanda and Benin are making significant strides. Fraser noted, “Africa stands out in the luxury market because of its blend of exclusive experiences—personalized safaris, cultural immersion, and secluded beaches. As the global luxury sector grows, Africa is well-positioned to take advantage of these opportunities.”
Redefining luxury beyond infrastructure to authentic experiences
Fraser challenged the notion that luxury tourism is solely about high-end infrastructure. “Luxury in tourism isn’t just about physical infrastructure; it’s about the experience,” she explained. Africa’s ability to offer authentic cultural encounters—such as visits to remote tribes, exploration of ancient historical sites, and eco-luxury experiences—sets it apart.
She elaborated, “Africa offers something truly unique—exclusive safari experiences, cultural immersion, and pristine beaches. Imagine visiting remote tribes, exploring ancient historical sites like the pyramids in Egypt, or enjoying the breathtaking coastlines of Durban and Cape Town. These are experiences that resonate deeply with luxury travelers.”
Sustainability and conservation are also central to Africa’s luxury tourism narrative. Fraser emphasised the rising trend of eco-luxury, as many upscale resorts combine premium experiences with sustainable tourism practices. “Many high-end resorts are now focusing on sustainability, blending luxury with responsible tourism to preserve the environment and support local communities. It’s about ensuring that the impact on the community and the environment doesn’t jeopardize the future of the business,” she said.
Opportunities for growth and SME inclusion
While African destination marketing organizations (DMOs) are beginning to capitalize on the luxury niche, Fraser believes there is still significant room for growth. “There’s still a lot of room for growth in Africa’s luxury tourism market. While DMOs are starting to capitalize on the continent’s unique offerings, there’s a need for more education and support to fully unlock this potential,” she noted.
A key focus for RX Africa is creating opportunities for small and medium-sized enterprises (SMEs) to thrive in the luxury tourism space. Fraser explained, “We are deeply committed to supporting SMEs in the luxury tourism space. At ILTM Africa, we provide platforms for small businesses to showcase their unique products, from luxury handbags made from recycled plastic to wine brands that support conservation initiatives. These pop-ups not only introduce sustainable choices but also give SMEs the opportunity to engage with buyers and larger hotel groups.”
Through initiatives like luxury pop-ups and tailored networking opportunities, SMEs can integrate into the luxury tourism value chain. Fraser emphasized, “Our goal is to help these businesses grow and integrate into the luxury tourism value chain, ensuring that Africa’s diverse offerings are represented on the global stage.”
ILTM Africa 2025: innovations & expectations
Looking ahead to ILTM Africa 2025, Fraser shared exciting innovations aimed at enhancing the event’s impact. The introduction of “In Conversations With” sessions will provide industry professionals with insights into the latest trends and challenges in luxury travel. Fraser described the sessions as “a relaxed, insightful chat environment for industry professionals to learn and discuss growing trends and key insights into luxury travel within Africa.”
The event will also feature a tailored luxury networking schedule, offering curated experiences across Cape Town. Fraser explained, “We take attendees through the city of Cape Town, showcasing its cuisine, culture, and stunning venues. Everything from their flight details to appointment schedules is meticulously planned to ensure a seamless experience.”
Advanced business matching technology will facilitate efficient networking and collaboration. “Our platform pairs travel trade professionals with relevant partners, ensuring meaningful connections,” Fraser said. Additionally, ILTM Africa will promote cross-border partnerships, strengthening Africa’s presence on the global luxury travel map.
The 2025 edition will be held at Cape Town’s Norval Foundation, a stunning venue that will feature African art exhibits, creating a unique backdrop for networking and discussions. Fraser added, “The Norval Foundation is a beautiful international museum, and the networking spaces will be surrounded by African art exhibits, making it a truly inspiring setting.”
Beyond the event itself, ILTM Africa offers year-round engagement opportunities, including webinars and resource sharing, to ensure sustained value for participants. Fraser noted, “We’re offering continuous engagement opportunities to ensure that the impact of ILTM Africa extends beyond the three-day event.”
