Essence of Africa’s Market Buzz session finds Chinese travellers favouring longer stays, Indian buyers seeking greater flexibility and Australians showing growing interest in responsible safari experiences.
Chinese travellers are moving away from fast-paced African safaris in favour of longer stays and more personal experiences. Indian tourists are looking beyond established safari destinations, while Australians are asking tougher questions about responsible wildlife tourism and the people behind the places they visit.
These trends emerged during the Market Buzz: Asia-Pacific session at Essence of Africa 2026, held at Diamonds Bijoux in Zanzibar on 21 October. The discussion examined changing travel patterns in China, India and Australia, and what African tourism businesses need to know to attract visitors from these markets.
The session was moderated by Rajay Singh, CEO of Safari Trails and an Essence of Africa Advisory Panel member. Panellists were Manjula Godia of Varun Worldwide Vacations in India; Lin Yu of Travel World China; Chen Hansheng of Shenzhen Top Tour in China; and Patrick Clementson of Encompass Africa in Australia.
Chinese travellers are increasingly choosing smaller groups, longer stays and experiences that bring them closer to African communities. Lin Yu said the traditional image of Chinese tourists moving quickly through several destinations no longer reflects how many people want to travel.
Chen Hansheng agreed. Five or ten years ago, Chinese visitors often changed lodges daily, focusing on famous attractions such as the Great Migration. Today, more customers are asking for private conservancy safaris, community visits and time to experience local culture. They are also spending longer in individual destinations rather than moving between parks every day.
Coastal destinations such as Zanzibar, Malindi and Mombasa appeal to travellers wanting to relax after a safari. Lin said Chinese visitors are becoming more willing to try local cuisine, although familiar Chinese food remains welcome.
For African suppliers, Chen identified three priorities: a distinctive product, reliable service and effective communication. He said unusual locations can be particularly appealing, citing a property overlooking Tanzania’s Ngorongoro Crater and a lodge near the source of the Nile in Uganda as examples of places that had made a lasting impression on him.
Reliability extends to keeping promises about guides, vehicles and accommodation, handling emergencies and providing transparent pricing. Chen said suppliers sometimes take too long to respond to enquiries, creating difficulties for Chinese agents who are accustomed to working at speed.
Chinese travel businesses rely heavily on WeChat, often preferring instant messaging to email. “If you’re not on WeChat, you’re not talking to China,” Lin told delegates. She added that Chinese-language support is important because operational staff handling bookings may not be comfortable communicating in English.
Lin also encouraged suppliers to take a long-term view of relationships. Health or safety concerns in one African country can affect bookings elsewhere because some Chinese travellers perceive the continent as a single destination. She described situations where travellers wanted to cancel or postpone trips because of fears about disease outbreaks, even when the destination concerned had no confirmed cases. Suppliers willing to accommodate reasonable postponements could be better placed to retain those customers.
India: Greater choice and booking flexibility
Indian travellers are increasingly prioritising international holidays, particularly wildlife, photography, diving and cultural experiences. Manjula Godia, who has worked in the market for almost four decades, said the pandemic had changed attitudes towards spending on travel.
“Spending money on travel has become one of the biggest priorities for the Indian traveller,” she said.
Kenya and South Africa remain popular because Indian travellers know these destinations, helped by longstanding tourism promotion. Rwanda and Uganda are also gaining attention. However, Godia believes countries such as Angola and Namibia could attract more visitors if tourism boards invested in trade education and destination awareness.
Food remains an important consideration, particularly for corporate incentive groups. Godia stressed that vegetarian catering is essential for many Indian travellers. While customers may be interested in trying African dishes, agents need to know in advance that dietary requirements can be accommodated.
She also identified the 2027 ICC Men’s Cricket World Cup in southern Africa as an opportunity. Indian cricket supporters often book at short notice, making accommodation availability, flight connections and flexible payment conditions important.
Godia recalled strong Indian demand during a previous Cricket World Cup in South Africa, including charter flights arranged for major matches. She encouraged African operators to prepare early and consider how cricket supporters could combine matches with holidays.
Cancellation policies remain a concern. Godia said Indian travellers do not always have access to suitable cancellation insurance, leaving customers exposed when plans change. Strict deposit and cancellation conditions can make it difficult for agents to secure advance bookings. She also called for greater clarity on park and conservancy fees, which can complicate quotations when charges are not communicated consistently.
Although air connectivity has improved, she noted that travellers using Gulf carriers sometimes spend several days in transit destinations such as Dubai or Oman, reducing the time and money they spend in Africa.
Her advice to suppliers was to respond quickly, explain inclusions accurately and offer reasonable flexibility around cancellations.
Australia: Crowded safaris are raising concerns
Australian travellers typically spend at least ten nights in Africa, with two to three weeks a common holiday duration, according to Patrick Clementson of Encompass Africa. He said customers are increasingly choosing slower itineraries, but social media images of crowded wildlife sightings, particularly migration river crossings, are influencing where they want to travel.
Some clients are questioning whether to visit Kenya after seeing images of large numbers of vehicles at wildlife sightings. Clementson cautioned that these scenes do not represent every safari experience in the country. Advisers need to explain the alternatives, including areas where visitors can experience wildlife with fewer vehicles, and reassure customers about responsible guiding practices.
Travellers also want to know more about the people and conservation work behind the lodges they visit. These stories help agents explain the value of a safari and how visitor spending can support conservation and local livelihoods.
“Australians are very interested in your stories,” Clementson said, referring to the people behind the camps, their wildlife and the reasons operators are passionate about their destinations.
He noted that Australians are increasingly using AI tools to research destinations before approaching travel specialists, often arriving with detailed itinerary ideas. Agents therefore need detailed product knowledge to advise customers and suggest alternatives to the destinations they have researched.
Air access remains a challenge for East Africa, particularly when Middle Eastern connections are disrupted. South Africa benefits from direct flights from Australia, but reaching East African destinations can require more complicated routings.
Australian government travel advisories also influence route and destination choices. Clementson said travellers pay close attention to official warnings, including those affecting countries they may only be passing through.
Practical booking problems add to the frustration. He described instances where Australian credit cards were blocked during online travel authorisation applications, creating additional work for agents.
Other insights for the African travel trade
The discussion raised several operational issues that African tourism businesses could address when working with Asia-Pacific buyers:
Travel disruptions require practical solutions. Flight changes, health concerns and government advisories can affect bookings even when a destination is operating normally. Suppliers who communicate promptly and offer workable alternatives can help overseas agents retain customers.
Geography can be a selling point in its own right. Chen said unusual landscapes, dramatic settings and the element of surprise can give travellers a reason to choose one property over another.
The booking experience influences supplier selection. International agents need dependable operational support when flights change, arrangements fall through or customers encounter problems. Named contacts, prompt responses and clear emergency procedures can make suppliers easier to work with.
Park and conservancy pricing needs careful explanation. Godia raised concerns about discrepancies in charges. Suppliers should distinguish accommodation rates from park entry, conservancy and activity fees, and explain which charges may change before travel.
Direct flights could help keep holiday spending in Africa. Indian buyers noted that extended Gulf stopovers can take days out of an African itinerary. Better use of direct connections could help operators develop packages that encourage visitors to spend more of their holidays on the continent.
Travel agents need material to counter misconceptions. Clementson described how social media images can discourage travellers from visiting particular safari destinations. Current photographs, information about wildlife viewing practices and examples of less crowded areas can help agents explain the alternatives.
