Experience Tourism Growth in Middle East and Africa

There’s a surge in experience tourism in Middle East and Africa, with travellers seeking more immersive, culturally enriching, and adventurous activities than the traditional sightseeing and shopping. Rather than simply visiting landmarks or collecting souvenirs, travellers are exploring wellness retreats, local cultural engagements, and thrilling adventures that leave a lasting impact with the destinations they visit. This shift is creating a unique opportunity for businesses and destinations to tap into a growing niche market.

Immersive tourism gains momentum and promotes overall wellness

As travellers seek more immersive experiences, many are willing to allocate their budgets towards activities rather than material goods, reflecting a broader trend towards investing in moments and memories. This reflects both a broader interest in experiences and a growing desire for experiences that foster personal growth, wellness and mindfulness.

In-destination spending on experiences in the Middle East and Africa recorded the second highest growth at 10%, highlighting travellers’ increasing preference for unique activities

^{Source: Euromonitor Voice of the Consumer: Travel Survey, fielded January to February 2024}

Globally, experiences grew by 20%, signalling a lucrative opportunity for destinations and operators to create high-value offerings that cater to this trend. This shift aligns with the findings from 2022 to 2024, where countries like Saudi Arabia, South Africa, and the United Arab Emirates saw a rise in the importance of spending on experiences.

According to Euromonitor’s Voice of the Consumer: Travel Survey, fielded January to February 2024 the top five attributes’ travellers seek in a destination include relaxation, safety, and nature and outdoor activities, with variations across markets. In particular, Africa stands to benefit significantly as the region offers many of these sought-after attributes and attractions.

For example, in South Africa, star bathing has become a popular activity, allowing travellers to immerse themselves in the vastness of the night sky while reconnecting with the natural world. This practice, often combined with wellness retreats in remote locations like the Cederberg mountains or the Kalahari Desert, taps into the healing effects of nature, offering a sense of peace and perspective that modern life often lacks.

Similarly, in Kenya, the concept of "human rewilding" is gaining traction. This involves travellers stepping away from their digital devices and urban environments to engage in activities that restore their connection with the natural world, from guided nature walks in the Maasai Mara to wilderness survival experiences in remote areas. Equally, the United Arab Emirates, renowned for luxury tourism, is setting new standards with its wellness experiences, from relaxing desert escapes to cutting-edge wellness centres in Dubai. 

And as travellers prioritise personal wellbeing as part of their experiences, wellness tourism has emerged as one of the fastest-growing sectors in the Middle East and Africa. Countries such as Morocco, Kenya, and South Africa are leading the way, attracting visitors seeking all-inclusive experiences that connect them to nature while offering mental and physical rejuvenation.

Cultural and adventure tourism drawing excitement

Just as wellness tourism is flourishing, cultural and adventure tourism is also gaining significant traction. Rather than focusing solely on wildlife, travellers are increasingly seeking deeper engagement with local communities and traditions, opting for immersive cultural activities or adventurous experiences that offer a richer connection to the destinations they visit. As such, they are increasingly drawn to the rich cultural heritage and breathtaking landscapes that the region offers. Whether it’s experiencing the adrenaline-pumping desert safaris in the United Arab Emirates, which blend traditional Bedouin hospitality with excitement, or exploring the Maasai Mara in Kenya, where visitors engage with both wildlife and local traditions, the region provides something for every adventurer.

Equally, culinary tourism is becoming a significant trend across the region. Food tourism experiences now go beyond just dining, incorporating elements like storytelling, hands-on food preparation workshops, and tastings that showcase the region’s rich cultural heritage. These immersive culinary activities offer a deeper understanding of local traditions, allowing visitors to connect with the history and culture through the flavours and techniques passed down through generations.

In the United Arab Emirates, for example, experiential dining and cultural festivals are drawing in tourists, driving revenue for local businesses. Meanwhile, in countries like Kenya and South Africa, the rise of artisan workshops, safari tours, and local market visits is providing sustainable income to communities.

These activities, rooted in cultural authenticity, demonstrate how experience tourism can benefit both travellers and the communities they visit, fostering mutual growth

^{Source: Euromonitor International} 

As experience tourism reshapes spending habits and supports local economies, technology is also playing a pivotal role in enhancing how tourists engage with Middle East and Africa destinations. Virtual reality (VR) and augmented reality (AR) tools are transforming the tourism landscape, allowing travellers to preview destinations before arriving. For instance, VR tours of Kruger National Park offer an immersive way for travellers to explore the African wilderness digitally. This fusion of technology and tourism is not just catering to tech-savvy visitors but also expanding the reach of destinations, offering tourists a richer, more informed way to connect with their travel experiences.

The future of experience tourism in Middle East and Africa

As travellers increasingly seek personalised and immersive experiences, the Middle East and Africa present significant growth opportunities for the travel and hospitality industry. Moving beyond traditional tourism activities such as sightseeing and shopping, businesses in this region can leverage their unique cultural heritage and natural landscapes to meet the evolving demands of today’s travellers. 

To truly stand out, businesses in the region can leverage their unique cultural heritage and natural wonders. By offering tailored experiences that immerse travellers in local traditions, customs, and history, they can create unforgettable memories.
In addition, wellness retreats, cultural engagements, and adventure tourism are gaining momentum, and operators that embrace these trends will be better positioned to remain competitive in the global travel market.

Read our article, Traveller Segmentation, to understand the expanding role of cultural explorers in shaping global tourism.