As Poland’s travel market rebounds and evolves in a post-pandemic era, a growing number of Polish travel operators: steeped in decades of experience and a deep love for Africa are redefining long-haul journeys. With a keen eye on the increasing demand for tailor-made, luxury itineraries, these specialists are not only embracing Africa’s diverse landscapes but are also playing a pivotal role in reshaping perceptions among Polish travellers. At this year’s Africa Showcase Central Eastern European roadshow in Warsaw, Poland VoyagesAfriq interacted with polish travel specialists on Africa’s appeal for the Poland outbound market.
Organized by On Show Solutions and coordinated by event partners Travel Advance, the event fostered valuable connections between Destination Management Companies (DMCs), tourism boards, hospitality providers across Africa, and CEE travel specialists.
A New Era in Polish Travel
According to Justyna Kepska of Flow Africa Adventure, the pandemic has fundamentally altered how Polish tourists plan their trips.
“Clients stick to the more FITs, like tailor-made itineraries. They don’t want to join the group anymore,” she observes. This shift toward personalized travel has opened up new possibilities for Africa, a continent that offers both the wild allure of a classic safari and a wealth of luxury experiences. With the Polish economy on the rise, Kepska believes Africa is uniquely positioned as a destination for discerning travellers even if challenges like the fluctuating Polish złoty sometimes impact pricing. “For example, park fees to Masai Mara, which are $200 in peak season, can cost around 800 złoty for 12 hours. It’s expensive, but we still have clients who are willing to go,” she explains.
Evolving Destinations: Beyond the Safari
For decades, Kenya and Tanzania have dominated the Polish imagination as the go-to destinations for a quintessential African safari. Yet, as travel patterns evolve, so do the choices on offer.
“Even now we have more and more requests for Malawi, which is also great for us because it’s a beautiful country,” Kepska notes, highlighting the growing interest in less traditional yet equally captivating locales.
Malgorzata Preuss-Złomska from Klub Podrozy Horyzonty emphasizes that the iconic image of Africa replete with majestic wildlife is just the beginning.
“The first picture Polish people have of Africa is the animals, the safari,” she says. However, she points out that there is a pressing need for education about the continent’s broader attractions. “ Polish travellers often don’t know the difference between specific countries. Namibia, for example, is becoming more interesting and more visited as people learn about its unique deserts and cultural heritage,” she adds.
Overcoming Challenges: Currency, Visas, and Connectivity
Despite its many charms, Africa does pose certain hurdles for the Polish market. Kepska candidly discusses the impact of the złoty’s relative weakness on travel costs. Coupled with this is the persistent challenge of visa requirements. “Visas are still a major hurdle for our clients,” she remarks, noting that while improvements like e-visas and visa-on-arrival options have helped, the process remains cumbersome and sometimes expensive.
Both specialists see a way forward through improved air connectivity and increased competition among airlines.
“If there is more competition, prices will drop, and we could package big incentive groups to Africa within the budgets that Polish companies have,” Kepska explains. Enhanced connectivity is already making a difference; for instance, the emergence of direct flights from Warsaw to Ethiopia has added a new dimension to the travel landscape.
Embracing Digital and Experiential Marketing
Looking to the future, industry experts agree that African destinations must invest in targeted digital marketing to captivate the Polish audience. Preuss-Złomska advises, “I would promote of course, the prices are the most important but you also need to offer something special. Whether it’s discovering untouched landscapes or experiencing the rich cultural heritage, the offer must be competitive.” She underscores the role of social media, influencer partnerships, and fam trips in demystifying Africa and encouraging travellers to venture beyond their stereotypes.
Agnieszka Lewandowska of Tour de Family, who has spent over 20 years in the business, adds that the evolution of travel products is vital.
“Twenty years ago, our itineraries relied on shuttle buses and basic transport. Today, we’re offering luxury trips with private drivers, tented camps, and even flying safaris,” she recalls.
Lewandowska highlights that Africa is not just a safari destination; it now boasts a thriving culinary scene, adventure sports, and world-class accommodations.
“Nairobi now has world-class restaurants, and cities like Cape Town offer incredible culinary holidays,” she enthuses.
A Bright Future for African Tourism in Poland
The collective vision of these Polish Africa specialists is one of optimism and transformation. By addressing logistical challenges such as visa protocols and exchange rate fluctuations, and by harnessing the power of digital marketing, they believe African destinations can truly flourish in the Polish market. As Malgorzata Preuss-Zlomska put it in a moment of passion,
“I’m really in love with your beautiful landscape the sun rising and setting with such vibrant colors. That is what you can remember for the rest of your life.”
In this dynamic landscape, Africa is more than just a destination; it’s an invitation to explore, learn, and be inspired. With the steadfast support and insightful strategies of Polish travel operators, the continent is poised to capture the imagination of a new generation of travellers eager to experience its unparalleled magic.
Spanning the vibrant markets of Central Eastern Europe, the Africa showcase CEE roadshow showcases the diverse tapestry of African destinations, captivating the imagination of attendees from across CEE. The diverse range of African destinations offers huge appeal for the buyers, delivering over 100 attendees in one week across the three events. The growing interest in Africa among visitors from CEE underscores the region’s rapid expansion and its appetite for unique travel offerings.
