Africa’s tourism boards market to nearly everyone but black tourists

11Jul 2018
By Financial Times Reporter
Financial Times
Africa’s tourism boards market to nearly everyone but black tourists

A cursory search of travel boards of some of Africa’s favourite vacation destinations reads like a lesson in the African cliché: roaring lions, curious giraffes and dancing locals on the way between the airport and the game park.

Many African nations have long recognized how lucrative tourism is to their economy and have taken steps to formalize their industries. Yet, their marketing strategies and accompanying brochures and videos still overlook a growing and lucrative segment: young black travellers from around the world.

In the last few years, the so-called “black travel moment” has seen thousands of African Americans in particular go in search of experiences around the world. As the numbers of increasingly affluent African Americans has grown, more of them have been interested in connecting with contemporary urban Africa, not just safaris.

 

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