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More resilient tourism industry emerging in 2022

Saturday, January 1, 2022

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The world’s reaction to the fact that South Africa’s scientists identified the omicron variant, was nothing short of devastating, especially for the South African tourism industry.

In a knee-jerk reaction, countries around the world closed their borders to Africa one by one.



The effect? In just 48 hours, South Africa’s tourism industry lost over $64 million in travel bookings. That is according to the Federated Hospitality Association of Southern Africa and the Southern Africa Tourism Services Association, representing the South African hospitality and the international inbound tourism private sector, respectively.


Even though the industry breathed a huge sigh of relief when the Biden administration said it would lift the travel ban from Dec. 31, many wondered whether it was too little, too late with traveler confidence already eroded.

But, according to safari operators, U.S. travelers have reacted with resilience, and they are eager to explore Africa once again.

Wilderness Safaris chief commercial officer Hadley Allen agrees and said it has been encouraging to see most U.S. travelers remaining positive that they will be able to travel in the coming months, while those with immediate travel plans are mostly postponing to early spring.

Omicron has definitely created a temporary setback for Africa, but the future looks bright, according to industry players.

Almost everyone has safari on their bucket list said Jim Holden, president of Holden Safaris. When the time is right, they’ll take a safari. Patience is a virtue.




Sustainability and regenerative travel

The reason for this optimism is that Africa is what African Travel president Sherwin Banda calls the gold standard for sustainability. He explained that sustainability is at the core of Africa and is part of Africa’s fabric.


That is what will set the continent apart for years to come and what will attract travellers who are looking for a “regenerative travel experience” in the coming months.

As Jonathon Day, an associate professor focused on sustainable tourism at Purdue University, recently explained that sustainable tourism is sort of a low bar. At the end of the day, it’s just not making a mess of the place.

Regenerative tourism says, let’s make it better for future generations.

According to Allen, “restorative safaris” that make a positive impact on conservation and communities are sought after, as well as intimate and authentic experiences that not only offer guests life-changing experiences, but that also give back to the world in a way that inspires positive action.

The examples where African operators made things better for future generations are countless.

Many operators have continued to care for the surrounding communities and for the wildlife despite not receiving any income during long months of travel restrictions.

Allen agreed and said the pandemic and subsequent travel lockdowns and restrictions have truly emphasized the crucial role tourism plays in driving local economies, wildlife protection and community empowerment.

The owners of small, boutique lodges represent all that is best about safaris, struggling through the pandemic with nothing else but passion for the welfare of the wildlife and local people, all at great cost to themselves financially and mentally.

There is a resilience to the whole idea of safari that will ensure its survival long after COVID is a thing of the past.

Almost everyone involved in the safari business is in it for reasons other than just financial, which will ensure it endures long into the future.









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