The North American market holds transformative potential for African tourism, yet significant opportunities remain largely untapped due to strategic gaps in marketing, distribution, and visitor facilitation. This was the consensus from Jane Behrend and David DiGregorio, partners at Rethink Travel Marketing and North American facilitators for the Africa Showcase platform, during a comprehensive discussion on market dynamics.
The safari sub sector demonstrates particularly strong growth, with Behrend noting, “The market, the growth for our safaris is huge and continues to grow, the biggest area of growth is with the uber luxury.” However, she identified a critical knowledge gap in the trade, stating, “The majority of people in the industry don’t even know that you can do a safari for less than two thousand dollars a day per person.” This indicates a market currently dominated by high end offerings, but with substantial latent demand for more accessible experiences.
DiGregorio, provided compelling figures on the market’s scale, revealing, “The safari tourism market from this region is already worth $20.5 billion in 2025, and that’s projected to grow to $39 billion by 2035.” He emphasized that destinations succeeding in this space are those making consistent investments, citing South Africa’s strategic post World Cup “Safari Plus” campaign that successfully broadened the country’s appeal beyond traditional wildlife viewing to include wine, food, and cultural experiences.
Beyond safari, both experts identified growing interest in diverse African experiences. DiGugorio observed increased demand for West African cultural travel, particularly to Sierra Leone and Ghana, while also noting emerging interest in Angola, Zambia, Malawi, Mozambique, and Cabo Verde. He stated, “If there was information on destinations that were new, then people would be going there. People want to explore, they want to go to places that are not oversold.”
A significant challenge identified was the fragmented nature of the North American market and the absence of a central marketplace. Behrend explained, “People are living where they want to live and running their businesses where they want to live. So they are spread out all over the U.S. and Canada.” This makes targeted outreach through platforms like the Africa Showcase, which visits multiple cities including Atlanta, New York, San Diego, and Vancouver, particularly valuable. DiGugorio emphasized its unique role, noting, “Africa Showcase is really the only show of its kind that’s bringing Africa to these markets.”
The conversation also addressed critical infrastructure barriers, with intra Africa connectivity emerging as a major concern. DiGregorio, identified regional flights as “irrationally expensive,” creating obstacles for multi country itineraries. He expressed frustration that while tourism officials universally acknowledge the problem, concrete solutions remain elusive. Both experts strongly advocated for visa reform, with DiGregorio, stating, “Get rid of the visas, or at least make the visas easier, or online and quick,” as one of the fastest ways for emerging destinations to stimulate growth.
For African destinations and businesses seeking to enter this complex market, Behrend recommended a strategic approach: “Hire someone in the country who knows what they’re doing,” and actively engage with trade organizations to understand the distinct role of travel agents, consortia, and specialized tour operators. DiGregorio, concluded with a powerful summation of the market’s potential, stating simply, “The North American market is still untapped, in my opinion, for safari, for the Africa tourism business.” This sentiment underscores the significant growth opportunity that awaits African tourism stakeholders who can effectively navigate the unique contours of the North American landscape.
