Tour operators’ Africa-wide program ranges from A(aardvarks} to Z(ebras)
African Travel, Inc. is touting an Africa-wide program that ranges from A(ardvarks} to Z(ebras) on itineraries that literally are available from the continent’s northernmost reaches to its southernmost nation. And the tour operator also wants to make it clear that much of Africa’s tourism appeal isn’t related to its often intriguing wildlife.
The tour operator, part of The Travel Corporation, has a presence in 15 African countries, including the popular North African destinations of Morocco and Egypt – both famed for their historical sites – and South Africa, found at the very bottom of Africa and known for its parks and reserves that showcase its diverse wildlife, among them the ground-burrowing, curious-looking aardvarks.
“Morocco currently attracts the highest number of tourists to Africa, largely due to its accessibility and more affordable price point compared to safari experiences,” says African Travel, Inc. president Sherwin Banda. “Morocco’s desert escapes are particularly popular, and our accommodation partners have significantly elevated the luxury experience within these breathtaking desert landscapes.
“We have launched two new itineraries that are gaining popularity and selling exceptionally well. In fact, this month alone, we have seen the highest number of inquiries about Morocco. Since the pandemic, Egypt is making a resurgence, and we are really excited about it. With the current peace in the region, Egypt stands as a strong protector in the Middle East and remains a safe destination for travellers. It offers a unique opportunity to experience the sights and sounds of ancient civilizations, making it a truly remarkable place to visit. We are thrilled to launch our new 9-day Ancient Egypt which is a once-in-a-lifetime odyssey.”
The tour operator will soon announce a Morocco fam it hopes will attract Canadian participation. But Banda adds that South Africa has consistently sold well, and will continue to do so, particularly in the Canadian market, for a number of reasons.
“Firstly, the currency exchange rate is favourable for Canadians, making it an attractive destination,” he states. “Secondly, South Africa is a diverse and inclusive destination. As a developing country with one of the continent’s most developed economies, it boasts first-world infrastructure and offers a variety of bucket-list experiences, such as local culture, wildlife, and sightseeing. As a result, South Africa will always rank high among Canadian clients, closely followed by Kenya and Tanzania due to the wildebeest migration. Many travellers are seeking an immersive wildlife viewing experience, particularly in East Africa, and Rwanda offers that.”
Rwanda is best known for excursions that provide sightings of mountain gorillas. Banda cites a number of reasons why people should visit Africa.
“First of all, Africa is a unique destination because none of the experiences you find on the continent can be replicated anywhere else,” he says. “When we think of places like Egypt, Morocco, and the cradle of humankind, we realize that this is where the world as we know it has originated. Secondly, tourism plays a crucial role in Africa’s economy. It is the largest generator of income, which supports local communities and allows us to help preserve not only the ancient cultures but also contribute to the protection of indigenous wildlife. When people choose to visit Africa, they contribute to wildlife conservation by paying concession fees that help protect endangered species. Our TreadRight Foundation supports us with our sustainable travel initiatives, and we offer 95 MAKE TRAVEL MATTER Experiences across all of our itineraries. Each conscious travel experience is carefully chosen for the positive impact on the wildlife and local communities African Travel, Inc. explores as well as for their clients who experience them.”
However, Banda says there are misconceptions about Africa, something he attributes in part to the continent’s large size.
“Africa is often misunderstood as a single destination, when in fact, it is a vast continent with 54 countries, each diverse with unique offerings,” he says. “We have handpicked destinations out of these countries that appeal to travellers and focus on places that are safe, inclusive, and that offer ‘wow’ moments and experiences. In short, there are no drawbacks to promoting Africa.
“The only concern some might have relates to inclusivity. Each of our camps has been hand-selected and the staff members have been educated on how to address the sensitivities of the LGBTQ+ community. Many of our hospitality workforce members come from this community, ensuring a safe and welcoming environment. Hospitality is about genuine care, and our team members are well-equipped to provide that, so we confidently assert that there are no drawbacks to promoting these destinations. In 2021, we launched our personalized journeys for the LGBTQ+ community. ATI created immersive safari experiences to meet the different needs of various LGBTQ+ guests. Our Pride Guide offers essential travel tips that are available for travel advisors to share with clients.”
Banda also says there are African countries that aren’t receiving the attention from international travellers that they deserve.
“Namibia is often overlooked as a desert destination,” he continues. “It is home to one of the world’s most ancient deserts, and the experiences offered are incredibly luxurious and remarkable for those who have already enjoyed traditional safari experiences. Namibia also boasts an incredible train journey that provides easy travel through its diverse landscapes. Shipwreck Lodge is arguably one of the most unique experiences on the African continent, as it features historical shipwrecks from hundreds of years ago that remain in the middle of the desert. This offers not only a glimpse into ancient history but also the chance to encounter desert-adapted animals that are unique to Namibia and guests can experience this lodge on our 10-day Deserts and Dunes of Namibia journey.
“Other destinations that are often overlooked include Botswana and Rwanda. Botswana, with its range of land and water experiences, receives a smaller percentage of visitors compared to South Africa, Kenya, and Tanzania. Similarly, Rwanda has a smaller percentage of tourists, yet it is one of the few places where you can see some of the most indigenous primates on the African continent. Guests can experience this on our 10-day Discover Rwanda journey, which combines two iconic African experiences – safari and gorilla trekking.”
Banda says African Travel, Inc. understands the value of experiencing destinations firsthand, and wants travel advisors to explore its destinations alongside someone they choose to travel with. “That’s why we are excited to announce our Travel Advisor incentive competition,” he adds.
For every booking made by April 30, advisors will have the chance to enter a draw to win a luxury safari to Kenya and Tanzania. The more bookings they make, the more times their name can be entered. The grand prize is valued at US$30,000 and includes international airfare for the advisor and a chosen travel companion. The prize features the tour operator’s most popular East Africa safari called The World’s Greatest Show & Safari, which Banda says is truly a bucket list experience. “We would love to see Canadian advisors’ names entered into the competition and hopefully even win this amazing prize.
“African Travel, Inc. is committed to supporting our valued travel advisors in Canada. As part of this commitment, we are launching a Canadian fam trip and offering pricing in Canadian dollars.
“Our teams are dedicated to supporting our industry partners and establishing a strong sales presence in Canada to help them succeed,” he adds. “When we look at current trends, we recognize the growing interest in luxury travel, family travel, and solo travel. We have customized experiences and brochures to meet these demands, and they are ready for advisors use as of today. Regarding luxury travel, we offer an extensive brochure that is fully customizable based on the client’s interests.
“For luxury travel, we’d like to highlight our newly launched Concierge Safaris, which elevates luxury for small-group travel. Each departure is limited to no more than 14 people, and a dedicated concierge accompanies customers throughout their entire journey while local guides further enrich this experience. Currently, we are offering advisors an additional US$300 on top of their normal commission for booking one of our Concierge Safaris.”
Banda adds that Africa is a top travel destination for Canadians, and African Travel, Inc. is the “perfect partner since this is all we do. For over 45 years, no other organization specializes in Africa like we do.
“To demonstrate our commitment, we have spent considerable time enhancing our travel advisor engagement platforms. Our training modules have been improved to help advisors learn more about top destinations such as South Africa, Kenya, and Tanzania. While we will eventually expand to other best secondary destinations, we believe these are the top destinations for Canadian clients, and our e-learning platforms are currently ready to facilitate learning and engagement for our Advisors. Additionally, we have developed various touchpoints for travel advisors. All of our digital brochures are customizable, allowing them to include their own call-to-action and branding for better penetration into their client database.”
