Maximizing DACH Market Potential for African Tourism

Unlocking the Potential of the DACH Market for African Tourism

The DACH region—comprising Germany, Austria, and Switzerland—holds tremendous potential for African tourism. As one of the most robust and economically powerful regions in Europe, the DACH markets are characterized by a strong travel culture and a growing desire for unique and meaningful experiences. For Africa, tapping into these markets presents an opportunity not just for economic growth but also for fostering sustainable development and cultural exchange.

The Global Influence of Tourism and the DACH Region’s Role

Tourism is a global powerhouse, contributing approximately 10 percent to the world’s GDP. In 2023, the travel industry added around 9.5 trillion US dollars to the global economy and supported nearly 430 million jobs worldwide. Countries with a significant share of tourism in their GDP have shown faster recovery from the pandemic’s impacts, underscoring the importance of the sector.

Germany, the largest economy in the DACH region, is a nation of avid travellers. In 2023, Germans undertook 65 million long holiday trips, with 78 percent of these being international. Destinations in the Mediterranean, such as Spain, Italy, and Turkey, remain popular, but there is a noticeable shift towards long-haul destinations like the Caribbean, Thailand, and North Africa. This trend is driven by a growing yearning for far-flung destinations and exclusive experiences.

In 2023, German travellers spent a record 79 billion EUR on travel, indicating their willingness to invest in quality and meaningful holidays. This figure is set to grow as nearly three-quarters of Germans plan to take longer vacations in 2024, with many intending to spend even more than they did in the previous year. This signals a significant opportunity for African destinations to attract these travellers by offering unique and luxurious experiences.

Africa’s Appeal to the DACH Market

DACH travellers, especially the younger generations, are increasingly seeking holidays that resonate with their values and provide a positive impact on the destinations they visit. They are drawn to immersive experiences that offer exclusivity, authenticity, and a deep connection with nature. Africa, with its diverse landscapes, rich cultural heritage, and abundant wildlife, is ideally positioned to meet these desires.

Luxury travel is becoming particularly attractive to DACH tourists. They seek privacy in pristine natural settings, opportunities for adventure, and authentic cultural exchanges. Whether it’s embarking on a safari in the Serengeti, exploring the vast deserts of Namibia, or engaging with local communities in West Africa, these experiences are highly valued by German, Austrian, and Swiss travellers.

Moreover, German tourists spent 2.9 billion EUR in Africa in 2015, contributing 4.1 billion EUR to the continent’s economic growth when considering both direct and indirect effects. Despite this significant contribution, Africa accounts for only 5 percent of international tourist arrivals worldwide, highlighting the untapped potential that exists.

The Path Forward: Investment and Infrastructure

For Africa to fully harness the potential of the DACH markets, strategic investments in infrastructure, accommodation, and marketing are essential. Improving transportation networks, such as airports, roads, and railways, will enhance accessibility to key tourist destinations. Investing in diverse accommodation options, from luxury resorts to eco-friendly lodges, will cater to the varied preferences of DACH travellers.

Marketing efforts should focus on raising awareness of Africa’s unique attractions and experiences. Targeted campaigns that highlight Africa’s natural beauty, cultural richness, and commitment to sustainable tourism can entice DACH travellers to explore the continent.

Sustainable tourism practices are also crucial. By conserving wildlife, protecting natural habitats, and empowering local communities, African destinations can offer experiences that align with the values of conscientious DACH travellers. These efforts not only preserve Africa’s heritage but also create lasting memories for visitors, encouraging repeat visits and positive word-of-mouth.

Conclusion: A Future of Boundless Opportunities

The DACH region presents a significant opportunity for African tourism. By leveraging the natural and cultural assets of the continent and addressing the needs of discerning DACH travellers, Africa can position itself as a top choice for luxurious and enriching holiday experiences. The potential benefits are immense—not just in economic terms, but in fostering cultural exchange, supporting sustainable development, and creating a brighter future for African communities.

By focusing on strategic investment, infrastructure development, and targeted marketing, Africa can fully unlock its potential as a premier destination for travellers from Germany, Austria, and Switzerland.

Through our Voice4Africa initiative, we are dedicated to elevating Africa’s presence in the German-speaking markets, reshaping perceptions by sharing the continent’s positive stories. In collaboration with our partners, we aim to highlight Africa’s diverse cultures and breathtaking landscapes, inspiring more European travellers to explore its extraordinary wonders.

Voice4Africa is an initiative of the KLEBER GROUP that builds on decades of expertise in the African travel market. We use our agency’s broad network in the DACH market to develop and implement customised communication strategies for Africa and its diverse travel destinations.

Launched in the midst of the pandemic, Voice4Africa is dedicated to promoting the sustainable establishment and development of African tourism. The focus is on local entrepreneurship and innovative business models that attract investment, create jobs and increase the prosperity of the African population. The promotion of women and young people is a particular concern of ours.

Through our extensive network, which includes media, publishers, embassies, airlines and tour operators, we join forces to strengthen Africa’s voice and influence worldwide. Together, we are working to establish tourism as a driving force for sustainable development and international understanding.

We provide travellers with reliable information about Africa’s rich diversity and are committed to making the travel industry more environmentally friendly and inclusive. Our approach recognises the significant potential of tourism to positively impact the African continent in the areas of environmental protection, heritage preservation, diversity and economic growth.

With the support of international partners, we are committed to further consolidating Africa’s economic position and realising the continent’s enormous potential.

voice4africa.de

Revolutionizing Agriculture for a Sustainable Future

SUIND is a company of the KLEBER ecosystem that pursues the Group’s sustainability ambitions. It recognizes that agriculture is the backbone of society yet faces significant challenges today. The company is driven by the belief that technology can provide the solutions needed to overcome these obstacles and make a tangible impact on the lives of farmers and communities worldwide.

Founded with a focus on integrating AI and robotics into agriculture, SUIND aims to combat crop loss and enhance productivity. Their successful pilot projects in India, targeting small and medium-sized farms, have led to a remarkable 15% increase in yield for participating farmers.

At the forefront of agritech innovation, SUIND is committed to transforming agriculture into a more efficient, sustainable, and productive sector. Their vision is clear: to harness cutting-edge technology to tackle one of the world’s most pressing challenges — food security. Through their efforts, they empower farmers to protect their crops, maximize yields, and contribute to feeding the global population. SUIND invites others to join in their mission to create a sustainable agricultural future.

https://suind.com

TLN is a global alliance of travel and lifestyle communication specialists.

The Travel Lifestyle Network is a global collective of leading independent, like-minded PR and Marketing Communications agencies providing specialist services to clients in the travel and lifestyle sectors. Clients span tourism boards, destinations, hotels and resorts, spas and wellness retreats, visitor attractions, airlines, cruise lines, tour operators and travel agents, food and beverage brands, fashion houses, cosmetic companies and luxury labels. Our network members are market leaders in travel and lifestyle communications, with the ability to work collaboratively to achieve valuable return-on-investment for clients across the globe.

With 20 member agencies, over 350 industry professionals and over 500 clients, TLN spans 39 markets all over the world.

From traditional PR programs to wholly integrated marketing campaigns, TLN members offer the full suite of communications services. The solutions we provide are based on strategic planning, sound research and analysis and are devised to achieve real and measurable results – on time and on budget. Working collaboratively with our network partners, member agencies craft campaigns that combine the advantages of global reach with local market knowledge.

Our network operates worldwide, with representative agencies spanning all regions including Asia, the Americas, Europe and Oceania. Our members share a mutual pursuit of excellence in both campaign execution and client service.

travellifestylenetwork.com

ReThinking Africa (RTA) is a new open German business initiative that is committed to changing the perspective on Africa. In the public perception, Africa is seen as the continent of the three ‘Cs’: crisis, corruption, conflict. Despite the unmistakable problems of our neighbouring continent, this image is skewed because, firstly, it suggests that Africa is homogeneous and, secondly, it fails to recognise the progress that individual countries and regions have made in recent decades. We therefore counter the three ‘Cs’ with four ‘Ws’: Dignity, Consistency, Effectiveness and Efficiency. It is about cooperation on an equal footing that combines the potential for local economic and social development with business models in Germany in a coherent way.

These four ‘Ws’ are most likely to be realised by intensifying fair economic relations that create jobs and income on both sides; ideally, this is done through trade and investment, with the latter being the more sustainable strategy. In terms of investment relations, RTA is in favour of a more pragmatic Africa policy. With new approaches, it wants to move away from the traditional cliché of an entire continent as a development project for people in need. The new institution’s motto is to develop the economy, create jobs and create win-win situations for both sides through sustainable investment.

The aim of the RTA is to identify specific projects with the involvement of African business partners and to develop them with the help of relevant companies and financial institutions. The new organisation is committed to directly linking the networks of industrial partners, investors and entrepreneurs in Africa and Europe to promote new business models and partnerships. RTA also wants to facilitate their access to capital. As an important prerequisite for political stability in the respective countries, the aim is to create sustainable jobs through local value creation.

With Voice4Africa, Kleber Group is the contact partner for the tourism division of the ReThinking Africa Initiative, utilising its global network in the travel industry.

https://rethinking-africa.com

KOGNAITIVE is KLEBER GROUP´s pillar of AI in tourism. Combining the technical expertise of Canaia and the tourism expertise KLEBER GROUP, KOGNAITIVE brings innovative AI solutions to the tourism industry.

The goal is to provide cutting-edge AI solutions specifically tailored to the tourism sector. KOGNAITIVE is dedicated to democratizing artificial intelligence, making it accessible and comprehensible for businesses of all sizes within the industry.

Our mission is to empower these businesses to leverage AI for greater efficiency, innovation, and growth.

By offering practical, user-friendly AI applications, KOGNAITIVE enables companies to streamline operations, make informed decisions, and achieve greater success, all while enhancing customer service and maintaining a competitive edge in the tourism industry.

KAITI is KOGNAITIVE´s AI platform based in three specific solutions:
An AI Talent, an AI Elevate and an AI Assist platform.

Leading water sustainability in tourism

AKUA, the sustainability division of KLEBER GROUP, specializes in sustainable tourism – water management. By addressing climate change and water scarcity, AKUA offers tailored solutions based on the “4 Rs”: Reduce, Reuse, Recycle, and Rethink. Combining technological expertise with effective communication strategies, AKUA ensures the implementation of state-of-the-art technologies while achieving credibility and authority. This provides long-term economic benefits, positioning clients as leaders in sustainable tourism.

AKUA is a preeminent consultancy specializing in sustainability, renewable resources, especially water management and its strategic communication for the tourism industry. Leveraging extensive industry connections and a profound understanding of tourism dynamics, AKUA offers specialized solutions tailored to meet the unique needs of its clients.

In a world where sustainability is more crucial than ever, AKUA bridges the gap between cutting-edge technologies and effective communication to position destinations and tourism companies at the forefront of the markets.
AKUA focuses on the transformation towards water sustainability in the tourism sector. By leveraging our industry insights, technological expertise, and strategic marketing, we do not only meet the growing demands for environmental responsibility but also provide our clients with a definitive competitive advantage.

Our comprehensive approach sets new benchmarks and standards within the industry as sustainable water management is not just a necessity; it is a responsibility we owe to our planet and future generations.

akua-solutions.com

The Red Karpet Klub by KLEBER GROUP, an exclusive initiative aimed at transforming select destinations into top-tier luxury locales, goes beyond traditional methods by introducing a comprehensive framework that integrates the creation of luxury experiences and the development of cutting-edge products tailored to the sophisticated demands of high-end travelers. Our approach is reinforced by strategic marketing and PR campaigns designed to highlight the unique qualities of each destination, making them not just exclusive, but also highly desirable within the global luxury market.

In addition to these efforts, we place significant emphasis on fostering international connections through exclusive events and networking opportunities. These gatherings bring together key industry stakeholders—ranging from tour operators and airlines to luxury influencers and investors—creating a platform for meaningful exchanges and collaborations that drive sustained growth. By closely involving local stakeholders through interdisciplinary workshops and continuous dialogue, the Red Karpet Klub ensures that destinations not only meet the expectations of luxury travelers but also evolve in a way that respects and enhances their unique cultural and environmental identity.

This comprehensive strategy allows destinations to stay ahead of market trends and continuously refine their offerings, securing their position as premier locales in the ever-competitive luxury tourism sector.

JOURNEYABLE by KLEBER GROUP represents a pioneering step toward inclusive travel. While laws introduced over three decades ago ensured access to public spaces, the travel sector’s understanding of inclusivity has significantly evolved, driven by industry leaders raising awareness and setting new standards.

A crucial development will occur in June 2025, when new EU regulations on digital inclusion will impact hotels, tourism boards, and travel providers, guiding them to enhance their digital offerings for underserved groups. Together with JOURNEYABLE, KLEBER GROUP aims to lead the way in this area.

Foundes by Tony Colantonio and Fred Maahs Jr., the U.S.-based platform also offers diverse features such as filtering content by travel type, providing information on accessible airports and cruises, and showcasing exclusive episodic series featuring prominent community members such as internationally renowned surfer Bethany Hamilton. Testimonials from Paralympic athletes and other travelers offer valuable insights and inspiration, encouraging others to explore the world comfortably and responsibly.

journeyable.org