'Experience' Tourism Brings New Travelers to Africa

 

Travel industry leaders say African tourism is moving away from traditional safaris¹ and group tours and closer to the idea of "experiences."

Internet-based home-sharing service Airbnb is just one of several businesses competing for the African tourism market.

Chris Lehane is head of global policy at Airbnb. He says the service has grown in the past year. It sold two million bookings in Africa this year.

Lehane says the new area of growth is travel experiences. In Nairobi, Kenya, for example, people can pay $65 to make a short film with a local director.

South Africa's Western Cape² area is popular with tourists. For about $100, someone going there can take a guided bicycle tour, go to a wine-tasting event, or attend a class in jewelry-making.

Lehane says this suggests what is to come.

"Fifty-six percent of travelers are millennials. They're looking for real, authentic⁴ experiences."

World traveler Cherae Robinson had that same hunger for true-to-life travel experiences. In 2014, at age 30, she launched⁵ a travel website called Tastemakers Africa. Her website offers many experiences for tourists. There are $3,000 ‘all-in’ tour programs, with a number of experiences included. And, there are shorter experiences that last a few hours and cost an average of $77.

"People don't want cookie cutter.... Nobody wants to be crammed⁷ into a tour bus. People are looking for authenticity⁸ in their lives in general."

Lehane has high hopes for African tourism. For example, in the past two years, Mexico City has grown quickly as a popular stop for travelers after not being one for years.

"And, by the way, after not being one for some of the same questions that people will raise about places in Africa. But it exploded because of the art scene, food scene, history…"

He adds that visitors can easily walk around at least 10 African cities with a nice mix of artwork, good food and history. He says such attractions will likely make them huge travel destinations.

Robinson says her favorite city is Accra, Ghana's lively capital.

"We see Accra as the perfect marriage of, sort of, what we think of a sort of traditional West African culture with very modern vibes attached to it," she said.

"And so, from art to entertainment to music to fashion, it all can be found in Accra." In many ways, Accra is the center of these things, she says.

Lehane and Robinson say their goal is to provide travel that will not grow outdated⁹ and that supports local people. They want to avoid "poverty tourism" – travelers visiting poor neighborhoods --as this rarely helps communities.

Lehane says Airbnb is investing¹⁰ $1 million to build tourism projects in poorer neighborhoods, beginning in Cape Town, South Africa. The local communities will lead the projects. Tastemakers Africa tour hosts are already all local people.

Heather Mason is a travel writer and photographer who lives in South Africa. She says while tourists cannot avoid the economic inequity in parts of Africa, they can treat these places with respect.

"I think every place, in every city, can be a tourist attraction and it should not matter whether the people living there are rich or poor."

Mason says there is value in the decisions tour operates make.

"I think you can definitely¹¹ get that wrong really easily. If there's people are on tours through townships or what people might call a slum¹², and you do not have local guides, and you don't brief participants in the tour how to be respectful¹³, then you can run into problems."

Mason's heart, she says, is in Johannesburg – South Africa's large economic center. Some tourists avoid the city, however, because they think crime will be a problem. But Mason says go a little deeper and you will find wonderful choices for things to see, do, taste and hear. And these things are an example of the colorful experiences that are life and the new face of travel in Africa.

I'm Alice Bryant.

Words in This Story

booking – n. an arrangement to have something, such as a reservation¹⁴, held for your use at a later time

millennial³ – n. a person who was born in the 1980s or 1990s

cookie cutter – adj. lacking individuality

cram⁶ – v. to push or force someone or something into a space that is tight or crowded

vibe – n. a feeling that a person or place gives you

slum – n. an area of a city where poor people live and the buildings are in bad condition

1 safaris   

n.游猎，陆路旅行（尤指在东非或中非）( safari的名词复数 )；类似游猎的假日旅行

参考例句：

• I've had too many safaris with rich dentists to listen to any more suicidal ideas. 我已经带过太多有钱牙科医生的狩猎队，我不能再听取任何自杀性建议了。 来自电影对白
• Camel diving safaris are a popular attraction in South Sinai. 骆驼的潜水之旅是南西奈一个受欢迎的景观。 来自互联网

2 cape   

n.海角，岬；披肩，短披风

参考例句：

• I long for a trip to the Cape of Good Hope.我渴望到好望角去旅行。
• She was wearing a cape over her dress.她在外套上披着一件披肩。

3 millennial   

一千年的，千福年的

参考例句：

• Both Russia and America looked to the future to fulfill their millennial expectations. 俄国和美国都把实现他们黄金时代的希望寄托于未来。
• The millennial generation is celebrating the global commons every day, apparently unmindful of Hardin's warning. 千禧一代显然对哈丁的警告不以为然，每天都在颂扬全球“公地”。

4 authentic   

a.真的，真正的；可靠的，可信的，有根据的

参考例句：

• This is an authentic news report. We can depend on it. 这是篇可靠的新闻报道, 我们相信它。
• Autumn is also the authentic season of renewal. 秋天才是真正的除旧布新的季节。

5 launched   

v.发射( launch的过去式和过去分词 )；[计算机]开始（应用程序）；发动；开展（活动、计划等）

参考例句：

• He launched a bitter diatribe against the younger generation. 他对年轻一代发起了猛烈的抨击。
• The product was launched amid much fanfare worldwide. 这个产品在世界各地隆重推出。

6 cram   

v.填塞，塞满，临时抱佛脚，为考试而学习

参考例句：

• There was such a cram in the church.教堂里拥挤得要命。
• The room's full,we can't cram any more people in.屋里满满的，再也挤不进去人了。

7 crammed   

adj.塞满的，挤满的；大口地吃；快速贪婪地吃v.把…塞满；填入；临时抱佛脚( cram的过去式)

参考例句：

• He crammed eight people into his car. 他往他的车里硬塞进八个人。
• All the shelves were crammed with books. 所有的架子上都堆满了书。

8 authenticity   

n.真实性

参考例句：

• There has been some debate over the authenticity of his will. 对于他的遗嘱的真实性一直有争论。
• The museum is seeking an expert opinion on the authenticity of the painting. 博物馆在请专家鉴定那幅画的真伪。

9 outdated   

adj.旧式的，落伍的，过时的；v.使过时

参考例句：

• That list of addresses is outdated,many have changed.那个通讯录已经没用了，许多地址已经改了。
• Many of us conform to the outdated customs laid down by our forebears.我们许多人都遵循祖先立下的过时习俗。

10 investing   

v.投资，花费( invest的现在分词 )；授予；（把资金）投入；投入（时间、精力等）

参考例句：

• He was timid about investing money. 他不敢投资。 来自《现代英汉综合大词典》
• Europe also caught the excitement of investing in American railroads. 欧洲人对投资美国铁路也极感兴趣。 来自英汉非文学 - 政府文件

11 definitely   

adv.一定地，肯定地；明确地，确切地

参考例句：

• The team will definitely lose if he doesn't play.如果他不参加比赛，这个队肯定会输。
• I shall definitely be home before six o'clock.6点以前，我一定回家。

12 slum   

n.贫民窟，贫民区；vi.（因好奇而）逛贫民区

参考例句：

• These children came from a slum area.这些孩子来自贫民窟区。
• What a wretched existence the people in the slum lead!这个贫民窟里的人们过着多么令人悲惨的生活啊！

13 respectful   

adj.恭敬的，对...表示尊敬的

参考例句：

• He is respectful to his elders.他对长辈很尊敬。
• She received guests with a respectful attitude.她恭恭敬敬地接待了客人。

14 reservation   

n.保留条件，限制条件；预订座位

参考例句：

• The instruction should be carried out without any reservation.应当不折不扣地执行这个指示。
• I accept your statement without reservation.我完全相信你的话。