At Destination Africa, we’ve long believed in the untapped potential of intra-African tourism. In March, we participated in a local trade show in Nairobi where we promoted South Africa as a destination for Kenyan travellers. Just last week, we took part in a roadshow across Cape Town and Johannesburg – this time showcasing Kenya as a destination for South Africans. The interest was overwhelming in both directions, and we are already receiving a wave of enquiries.
One powerful moment came from David, our East Africa destination specialist based in Kenya. Although he had visited South Africa before, this time, stepping into the country as part of an East African delegation—something shifted. “You know”, he said, “travelling within Africa like this makes you realise how disconnected we’ve been from our own continent. There’s so much richness here we’ve been conditioned to overlook.”
That sentiment captures the heart of what we’re championing. Intra-African travel isn’t just a market opportunity – it’s a movement toward reconnection.
It’s time to shift the mindset from competition to collaboration. The more accessible and affordable we make Africa for Africans, the more prosperous our tourism industry will become.
Let’s build an Africa where:
Let’s make Africa accessible for Africans.
Wishing you a powerful month ahead,
Rune Engstrøm
Director, Destination Africa
We don’t just market Africa. We live it.