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Travel trends are increasingly moving away from simply visiting famous landmarks.
Travellers are looking for experiences that feel personal, rare and memorable.
Current tourism coverage is highlighting wildlife experiences including mountain gorilla trekking in Rwanda and African wild dog safaris in Botswana among experiences worth travelling for.
Why experience tourism is growing
People increasingly want travel stories they can bring home—not just photographs.
That means:
wildlife, food, festivals, culture, adventure and local experiences.
Africa's opportunity
Africa is particularly well positioned for experience-led tourism.
From gorillas in Rwanda to safari landscapes in Kenya, Tanzania, Botswana and South Africa, the continent has experiences that cannot easily be replicated elsewhere.
Travel Take
The next generation of tourism will increasingly sell experiences rather than destinations.
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