The worlds of spa and attractions are meeting in Africa, with the continent’s traditional safari experiences being combined with wellness activities.
Identified as a key trend for the region in Euromonitor’s WTM Global Trends Report 2016, safari holidays, among Africa’s most important revenue generators in terms of tourism, are increasingly adding to the experience with yoga, spa and meditation included as part of the holiday itinerary.
“Combine travellers desire for health and wellness, while seeking authentic experiences, and Africa might actually have the perfect solution - mindfulness in the wilderness,” said Wouter Geerts, lead editor of the Global Trends Report and a Travel Analyst for Euromonitor.
“Typical experiences include a traditional safari break, accompanied by wellness activities. This trend ticks a very important box, as it combines wellness with travelers’ increasing interest in sustainable holidays. These experiences have a lower environmental footprint and help accommodation providers to offer a luxury but lightweight service to their guests.”
According to Euromonitor, the vast majority of “mindful safaris” are based in South Africa and Kenya, but destinations such as Botswana and Tanzania could offer alternative attractions such as animal migration.
The 2014 Global Wellness Summit found that wellness travel was growing exponentially, with a 75 per cent increase compared to regular travel.
The trend, while emerging in South Africa, is one that could translate to other world regions, according to Geerts, who suggested exploring flora and fauna in South America or exploring the wilderness of Canada as alternatives for a mindfulness holiday.
