Adrenaline-packed ‘bravecations’, heritage holidays, and eco-conscious escapes define the continent’s 2025 luxury travel trends.
Photo: Instagram/cityofcapetown
By Andre Neveling
Start packing, because 2025 is set to be a good year for the travel industry. Recent Marriott Bonvoy Ticket to Travel research shows a promising growth trajectory for the travel market next year. The comprehensive study surveyed 21 374 adults across ten markets in Europe, Africa, and the Middle East, along with over 2 000 travellers in South Africa. The findings indicate that more than 60 per cent of South Africans are planning to take more holidays next year than they did in 2024.
Here are some of the continent’s biggest luxury travel trends expected for the year ahead.
Top destinations
In 2025, Africa’s top travel destinations will spotlight eco-tourism, with countries like Kenya and Tanzania leading in sustainable safari experiences. Urban hotspot Cape Town will draw culture enthusiasts and foodies, while wellness retreats in Mauritius and offbeat gems like Rwanda and Botswana will attract adventurous travellers.
“In 2025, we expect to see a continued rise in popularity for lesser-known destinations in Africa, such as Rwanda, Namibia, Botswana and Zambia,” says David Ryan, founder of Rhino Africa.
Rwanda is expected to attract more tourists thanks to new visa regulations. “Famous for its gorilla trekking adventures, Rwanda now offers visa-free entry to travellers from all African countries, increasing its appeal and access as a top-tier wildlife destination,” says Jonathan Lechtman from Travel Republic Africa.
Cape Town will continue its reign as a foreigner favourite. “Cape Town continues to draw food enthusiasts from across the globe,” says Lechtman. “The city’s world-class dining experiences and a vibrant food culture are attracting more and more international foodies every year.”
Bravecations
Marriott Bonvoy’s Ticket to Travel research also uncovered several emerging travel trends, with one particularly striking phenomenon being the rise of ‘bravecations.’ This trend sees travellers embracing adventure during their holidays, engaging in activities they might shy away from in their everyday lives. Notably, a remarkable 85 per cent of South African travellers reported feeling bolder while on vacation, the highest percentage among all markets surveyed.
This adventurous spirit is especially pronounced among younger travellers, with 87 per cent of those aged 18 to 24 and a staggering 91 per cent of those aged 25 to 34 expressing a strong desire to explore new and exciting experiences including zip-lining, skydiving, theme park rides and trying unusual foods.
Heritage holidays
A notable emerging travel trend is the concept of ‘heritage holidays,’ where individuals embark on journeys to explore their family history, heritage and ancestry. This trend is particularly prominent in South Africa, where 75 per cent of the population has either taken or is planning to take a heritage holiday. Younger generations are leading this movement, with 77 per cent of 18-24-year-olds and an impressive 88 per cent of 25-34-year-olds having booked or planning to book such travel.
This trend is especially meaningful for many African Americans, particularly those with ancestral ties to West Africa. “Ghana, thanks to its welcoming ‘Year of Return’ initiative launched in 2019, has become a significant destination for descendants seeking to reconnect with their heritage, offering a personal connection to their ancestry through visits to places like Accra,” says Travel Republic Africa founder Lechtman.
Eco-tourism is here to stay
Eco-tourism is fast gaining momentum, with travellers drawn to eco-friendly experiences and boutique lodges. “I strongly believe that in 2025, sustainability will continue to play a key role in luxury safari travel in Africa,” says David Ryan, founder of Rhino Africa. “Guests are more aware than ever of their impact on the environment and local communities they visit. Therefore, they will look for places that put extra emphasis on eco-friendly practices and sustainable tourism initiatives.”
Remote work on the rise
If there is one good thing that came from the pandemic, it’s the rise in remote work opportunities. As a result, many travellers are seeking locations and destinations where they can balance productivity and leisure. “Destinations with streamlined visas, good connectivity and work-friendly amenities are in demand,” according to Joseph Kithitu, Managing Director of Hemingways Travel. “People want to work while enjoying change of scenery.”
Read the original article on Your Luxury Africa.
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