Dorine Reinstein
"Pole pole" -- slowly, slowly. It's the mantra repeated by guides leading climbers up Mount Kilimanjaro, and it's becoming the philosophy that's reshaping African tourism for 2025. In a time where travelers often race from one experience to the next, Africa's tourism industry is intentionally working to slow things down -- and in doing so, creating more meaningful, restorative experiences.
"What is often forgotten these days by so many people, because of their agendas and busy itineraries, is travel for good old-fashioned R&R and downtime," said Ross Kennedy, CEO of Africa Albida, who refers to this emerging trend as "restorative travel and soul travel for peace of mind." He said this means taking time to "sit with binoculars, sit with a book, sit with a gin and tonic or take an afternoon nap between activities."
The shift toward slower, more intentional travel is resonating across the continent. "Post-Covid, we've seen a move toward experiential tourism and authentic tourism, where visitors want to feel and experience being with the people; they want to feel the heartbeat and soul of the communities they visit," said Mohammed Hersi, the director of operations at Pollman's Tours & Safaris.
"For instance, people are looking for really authentic safaris and holidays where they can meet locals -- not just the kind of manufactured experience of being taken to a Masai village for photo sessions. That's the kind of thing that's not delivering the authenticity people are now looking for," said Hersi. He elaborated, pointing out that visitors want deeper engagements, whether "engaging with the Masai, other communities in Kenya, the Zulu in South Africa, the Himba in Namibia or the hunter-gatherers in Tanzania. They want to connect deeply with these communities and traditions."
Lydia Eva Mpanga of Nkuringo Safaris noted that the trend is particularly strong among younger travelers. "There's a growing interest among travelers to engage with African culture in more meaningful and less commercial ways. Instead of visiting typical tourist spots, many are seeking deeper, more personal connections like learning ancient crafts passed down through generations or joining in on traditional ceremonies."
Food for thought
This cultural immersion often extends to culinary experiences, with food becoming an integral part of the authentic African experience. Even traditional tourism gatherings are evolving to reflect this trend, according to James Haigh, head of sales and marketing for Lemala Camps & Lodges. "The recent Essence of Africa trade show in Nairobi used the marvelous Nairobi Street Kitchen as a base for the first day of meetings, anecdotally completely changing how some agents felt about booking their clients into Nairobi city hotels," Haigh said.
Beyond cultural authenticity, the movement toward mindful travel is reflected in a growing focus on wellness and nature connection. At Nkuringo Safaris, founder Lydia Eva Mpanga reports that "three of six safari inquiries have aspects of wellness-focused travel, particularly in nature-based settings. Travelers are seeking to slow down, reconnect with the Earth and leave with a better understanding of how they can support environmental sustainability initiatives in the future."
The concept of healing through nature is taking center stage throughout Africa. At Tanzania's Chem Chem Lodge, for example, traditional game drives are complemented by mindful walking experiences where guests trace paths through nature in complete silence, engaging their senses without distraction.
Even nighttime offers opportunities for mindful connection. As Hersi noted, "During night game drives, you can switch off the lights, look up and see the stunning skies and countless stars. Visitors from cities in the U.S., Europe or Asia often have never seen stars in their lifetimes due to light pollution. Stargazing in Africa can be a transformative experience."
These experiences exemplify what Shaun Stanley of Stanley Safaris observed: "Travelers are no longer just trying to tick boxes; they are spending more time in each place, engaging with the local people and enjoying each lodge and experience in a deeper way."
A boost to communities
David Guthrie, founder of A Tent with a View, emphasized how this slower pace benefits both travelers and local communities.
"More and more travelers visiting Africa are showing a real interest in supporting conservation and communities," he said. "Carbon neutrality is just one side of sustainable development. Of course, it's hugely important, but so is doing things that actually make people's lives better."
The industry is adapting to support this evolution. As Krista North of The Saxon Hotel, Villas and Spa observed, "We are seeing a longer length of stay for leisure travelers on safari, they tend to do less hopping around and focus more on a slow travel trend by staying at a hotel or lodge for a few days longer to really experience the location."
Hersi put this shift in perspective: "Africa's share of global tourism is hardly 3%. Even that 3% is shared between the North and the South." Yet this relatively small market share might be an advantage, enabling the continent to develop tourism thoughtfully and sustainably.