Far from the hype of Dubai, luxury tourism in Africa
The pride of Africa is considered the world’s most luxurious train. Since 1989, it has criss-crossed South Africa, Zimbabwe, Zambia, Namibia, Tanzania, Botswana and Angola. Operated by the South African company Rovos Rails, it is made up of renovated vintage cars, some of which date back to the 1930s. This vintage cachet attracts many discerning and affluent tourists. Spaces have been set aside to admire the view in luxurious comfort, with plush armchairs and champagne. Formal dinners are organized every evening. The program includes formal wear and South African wine tasting. Top chefs prepare dishes at 60 km/h. The cuisine combines local delicacies with seasonal vegetables. Every port of call offers an opportunity for incredible sightseeing. Whether you’re looking for idleness, thrills or relaxation, far from the hype of Dubai, you’ll be won over. Victoria Falls in Zimbabwe, the Swakopmund seaside resort in Namibia, the Karoo desert and Spionkop Game Reserve in South Africa – the list of sites to see during your stay on board this African train is extensive. Many of Africa’s cities offer the prospect of unexpected escapes. For lovers of sedentary travel, it’s outside the rainy season, commonly known as the wintering season, between September and June, that you should consider a stay in West Africa.
The Yokan Lodge is the ideal place for a complete change of scenery south of Dakar, in the village of Palmarin. The decor and architecture are minimalist, with raw wood and rock stone blending naturally with local handcrafted fabrics. The hotel has been designed to preserve and enhance the region’s know-how and materials. Nestled between white sandy beaches and Senegal’s characteristic mangrove forests, this space represents African modernity. Every detail has been taken care of to offer vacationers the experience of Senegalese hospitality. Africa’s elite, deprived of foreign travel by the pandemic, have (re)discovered the charms of escapades in the 54-nation continent. Despite the unprecedented situation, the hotel is now fully booked, attracting a category of travelers who return several times a year to indulge in this luxury in the heart of nature.
Influencers, the new ambassadors of luxury tourism in Africa
For anyone interested in tourism in Africa, it’s hard to find a list of luxury hotels. In fact, the promotion of these exclusive places takes many twists and turns. Word of mouth is still the surest way to recommend a place to friends and family. Google be damned, some of us don’t want to post our reviews online. So it’s a good idea to carry out a real investigation to find the perfect place. There are great opportunities to stay when you’re looking for an authentic living experience far from the notoriety of certain cities marketed to develop mass tourism.
And it’s the Instagram influencers who are playing the role of ambassadors to promote the continent’s exceptional places. Salima Jenkins, better known under the pseudonym Sally, has posted two reports on her 544,000-subscriber Youtube channel, devoted to her travels in Senegal and Côte d’Ivoire. The two videos racked up almost a million views just a few days after the second was broadcast. The popularity of this type of content is impressive. The editorial line is clear. The aim is to tell new African stories through documentaries that combine interviews and vlogs. Far from the usual clichés about Africa, Sally invites us to question our own vision of the continent. Why do we find it hard to imagine Abidjan or Dakar as ideal destinations for luxury travel? This content provides the visual evidence many people need to plan their next vacation on the continent.
It’s hard for us to admit it, but our perspective of Africa has been shaped by 24-hour news channels focusing on war, epidemics and catastrophic economic situations. The Rwandan government is actively promoting tourism. Soccer club PSG has been an official partner of the country since 2019. The words “Visit Rwanda” on the shirts of the club’s players recently went viral with Messi’s arrival in Paris. The tourism industry is getting organized and calling on influencers to tell new travel stories. Content creators looking for original concepts to captivate their audiences are turning their attention to tourism in Africa. There’s a willingness to challenge conventional wisdom.
Adama Ndiaye, known as Adama Paris, a serial entrepreneur in the fashion industry, shows us sumptuous settings on her instagram account with the hashtag #travelwithadama. Zanzibar, Mozambique, Senegal, Kenya, she reveals the best places to visit, with a pronounced taste for prestigious locations. As for Sandy Abena, founder of Abenafrica, a platform promoting Afro culture, she set out to visit 10 African countries in 10 months. She broadcasts original content on her Instagram account through “reels” that record an average of 90,000 views. Too often, travel to Africa is presented as a return to the savannah to discover wild animals, or as a humanitarian trip to help local populations. Associating Africa with luxury tourism is a new concept that has been gaining ground in recent years. The President of Ghana has launched a vast campaign to attract Afro-descendant tourists, entitled “The Year of The Return”.
American and British celebrities discover Accra and share their experiences on social networks. The aim is to offer an initiatory and educational experience to Afro-descendants reflecting on their identity and the history of the continent. TV presenter Steve Harvey, actor Idris Elba, model Naomi Campbell and many others are helping to create a new storytelling for tourism in Africa. Jeremy Austin, a content creator specializing in luxury travel, is also part of this revival. He recently visited Namibia and South Africa. He published breathtaking photos and videos on his Instagram account with 633,000 followers. Now there’s no excuse to plan your next trip to Mother Earth – there’s no shortage of inspiration.
Read also
