With over 24 years in the travel and tourism industry, my journey has been deeply intertwined with Africa. From my time with South African Airways and South African Tourism to my work now with Ace Connect, I have seen firsthand how Africa has adapted and opened its arms to Indian travellers.

Today, I represent clients from multiple African nations, such as South Africa, Kenya, Tanzania and Morocco, and am proud to witness the continent’s evolution into a prime destination for Indian tourists, balancing tradition with modernity to cater to Indian travellers’ preferences, especially in food, family travel, language and culture.

Culinary evolution: A taste of home

African restaurants and hotels now offer a range of vegetarian and vegan options

For Indians, food is not just sustenance, it is an experience that defines a holiday. Fifteen years ago, finding vegetarian or Jain-friendly options in African countries was challenging. At most, one could hope to find a margarita pizza or a basic tomato-and-cheese sandwich.

Today, the culinary scene in Africa has evolved significantly. African restaurants and hotels now offer a range of vegetarian and vegan options, catering not only to dietary needs but to cultural preferences, including Jain diets. Some hotels, like the Neptune properties in Zanzibar and Diani Beach, have even introduced Indian restaurants on-site, making it easier for Indian travellers to feel at home in a beach destination, thousands of km away from home.

Language and cultural sensitivities

One of the most endearing aspects of Africa’s transformation for Indian travellers has been the focus on language and cultural sensitivities. In countries like South Africa, Egypt, Kenya, Tanzania and Mauritius hospitality staff, tour guides, and activity providers have wholeheartedly embraced the Indian culture.

One can often hear friendly phrases in Hindi like Namaste and Chalo Chalo from locals, creating an immediate connection. Beyond these phrases, some adventure attractions like the Bloukrans Bridge bungee jump site play Bollywood music, energising Indian visitors with familiar tunes before they leap into the experience. Moreover, hotels now offer Indian TV channels, newspapers and even Bollywood-inspired entertainment options, enhancing comfort and familiarity for Indian tourists.

Tailored experiences for Indian travellers

Africa has become an enticing, accessible continent for Indian tourists

African destinations are not only meeting but anticipating the unique needs of Indian travellers. Activity providers have adapted their offerings, introducing a 3-hour zipline activity to the ‘Indian Express’ version of ziplines, shorter, more compact experiences that cater to the Indian preference for diverse, quick experiences. For conventions and conferences, event centres like Johannesburg’s Emperor’s Palace Convention Centre have curated entire Indian menus for gala dinners and conference meals, recognising the importance of food in social gatherings.

Some other properties have gone the whole distance and now even have Maharaj kitchens, allowing Indian groups to prepare traditional meals in-house. As Indian families often travel together, spanning multiple generations, many African destinations have adapted to this cultural preference.

Properties like the Grootbos Private Nature Reserve, a luxury ecotourism resort in South Africa, offer spacious villas, private chefs, and tailored activities, ensuring every family member, from the youngest child to the eldest grandparent, can have a memorable experience.

Discovering Africa beyond wildlife

Indian travellers now are moving beyond traditional safaris to explore adventure activities

Traditional safaris in Africa continue to remain popular as the pre-conceived perception of the continent. But Indian travellers now are moving beyond traditional safaris to explore Africa’s broader range of experiences.

South Africa has become known for its wine tourism and adventure

South Africa, for example, has become known for its wine tourism and adventure, while white-sand beaches in Zanzibar and Kenya, and the awe-inspiring Victoria Falls in Zimbabwe continue to attract nature enthusiasts. Adventure lovers are also climbing the Kilimanjaro, the highest peak in Africa.

Other novelties that have caught on in the Indian marketplace include culture seekers who are experiencing Morocco’s vibrant souks. Countries like Uganda and Rwanda offer rare gorilla trekking experiences, satisfying those with a love for wildlife and exploration.

The diversity of experiences Africa now offers is reflective of its understanding and accommodation of newer and varied interests of their Indian customers.

Improved accessibility and connectivity

One of the biggest factors behind the growth of Indian outbound travel to Africa as a whole has been the dramatic improvement in connectivity. As against just a few countries until a few years ago, several countries now enjoy direct air connectivity with India and as a result countries like Ethiopia, Kenya, Tanzania, Mauritius, Seychelles, Uganda, Rwanda and Egypt have a direct flight to India, making travel to these destinations much simpler, shorter and of course economical.

The connectivity has come as airlines, both Indian and African start operating more flights, recognising the potential of the Indian outbound travel market to Africa.

Additionally, visa processes have become more convenient, with many African nations offering e-visas or visa-on-arrival options for Indian citizens. These changes make travel to Africa easier and more appealing to those seeking quick, hasslefree holidays.

Fifteen years ago, Africa may have seemed like an unconventional choice for Indian travellers. Today, thanks to the continent’s adaptability and embrace of Indian preferences, Africa has become an enticing, accessible continent for Indian tourists. Also, as European and Asian destinations experience overtourism, Africa’s relatively unexplored landscapes offer fresh alternatives, combining authenticity with natural beauty.

With improved connectivity, tailored accommodations, and a myriad of experiences that cater to various Indian traveller profiles, from families to adventure enthusiasts, Africa has rightfully earned its place on the Indian travel bucket list, not just as a safari destination but as a gateway to unique, immersive and culturally rich experiences.

(Alpa Jani, Founder of Ace Connect, a tourism marketing company, is a tourism and hospitality industry veteran with nearly two decades of experience in outbound tourism from India, notably towards Africa. The views expressed here are hers and do not necessarily reflect those of India Outbound.)