The Rise of Luxury Wellness Tourism in Africa
Photo Credit: The spa at Singita's Faru Faru Lodge in Grumeti in northern Tanzania. Singita
Skift Take
An expanding definition of wellness experiences that includes self-actualization and adventure as much as farm-fresh meals and sophisticated spa treatments is positioning African destinations and operators to become the next leaders in the luxury wellness travel market.
Unlike Europe or Asia, luxury travelers don’t often head to Africa with a wellness-focused trip in mind – meaning destinations and hospitality companies there have traditionally missed out on the reportedly $3.7 trillion wellness industry, of which tourism contributes revenue of around $563.2 billion.
While luxury travel in Africa is still very focused on wildlife and wilderness, more luxury travelers are starting to seek wellness and holistic experiences in even the most remote destinations and luxury hospitality operators across the continent are asking themselves what a safari vacation or extreme outdoor adventure looks like through the lens of wellness.
Integrating Wellness into Luxury Safaris
Once indulgent holidays marked by gin and tonics and elaborate buffets, safaris are taking a two-pronged approach in introducing wellness.
Executives view wellness as experiences that reset travelers’ perspectives and priorities while also re-conceptualizing their spa and dining
