Africa has come a long way as travel destination for Indians

The perception of Africa as a tourism destination has come a long way in India as travellers from India have gone beyond safaris to discover other elements that make travel to Africa attractive. The change is not just amongst Indian tourists, but destinations have also learnt more about their Indian clients and are taking steps to customise their offer to the Indian visitors, writes Alpa Jani, Founder, Ace Connect, a tourism marketing company.

- Alpa Jani

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

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.