A significant shift is underway in African tourism, as Southern Europe — particularly Portugal, France, and Italy — emerges as a driving force for inbound travel to the continent. With a growing demand for luxury experiences, curated itineraries, and direct access to African destinations, these markets are playing a critical role in Africa’s post-pandemic tourism recovery. The latest developments highlight the evolving relationship between Southern Europe and Africa, setting the stage for a prosperous tourism corridor.
At the heart of this transformation is the Africa Showcase Southern Europe, held in mid-February 2026. This event brought together tourism professionals, investors, and hospitality leaders from across Portugal, France, Italy, and beyond. The expo underscored the rising demand for African tourism products, with a focus on engaging with key European source markets. This gathering marked the beginning of what many experts believe will be a transformative year for African destinations, driven by the evolving preferences of Mediterranean travelers.
Portugal: A Gateway to Africa with Historical Ties
Portugal has emerged as one of the standout performers in this tourism surge, driven by its deep-rooted historical and cultural connections to Lusophone Africa. Portugal’s travelers, who traditionally maintained ties with former colonies such as Angola, Mozambique, and Cape Verde, are expanding their horizons. More recently, Portuguese tourists are flocking to Zanzibar and Mombasa for beach holidays, adding to the robust demand for these destinations.
Market intelligence suggests that charter flights to Zanzibar are already experiencing heavy bookings for the summer of 2026, indicating a record-breaking season for travel from Portugal. This surge is partly fueled by the growing demand for multi-destination itineraries that blend Africa’s iconic safaris with beach holidays. For tour operators, this presents an exciting opportunity to package experiences that combine heritage tours in Ghana or South Africa with relaxation on the beaches of Zanzibar or Kenya.
Additionally, the incentive travel sector in Portugal is on the rise, with corporate groups showing increasing interest in combining adventure and cosmopolitan experiences. Tours that offer a mix of safari and urban sophistication, such as stays in Nairobi or Cape Town, are proving popular, as businesses look to offer unique and memorable travel experiences to their employees and clients.
France: The Luxury Travel Market Blossoms
France, with its long history of African tourism, is seeing renewed interest, especially among its affluent travelers. The French market has traditionally favored destinations like Kenya for safaris, but the emerging demand for exclusive, high-end offerings is changing the landscape. The rise of Rwanda and Uganda as luxury destinations is one of the standout trends. These countries are now attracting well-heeled French tourists, offering competitive pricing on luxury safaris that are hard to beat globally.
For African operators, succeeding in the French luxury sector requires adapting to French travelers’ preferences for personalized service, cultural immersion, and unique experiences. French tourists prioritize ease of communication, making it essential for African suppliers to offer French-language marketing and customer service to cater to this market. Success in France will depend on sustained engagement, digital visibility, and the ability to speak directly to the needs of this sophisticated audience.
Italy: Safari and Beach Combo Remain a Staple
Italy has long been a reliable market for African destinations, particularly for safari and beach combinations. Countries like Kenya and South Africa continue to attract Italian tourists, with Cape Town serving as a key focal point. Italy’s love affair with safaris and coastal relaxation remains strong, and the demand for direct flights to coastal areas like Mombasa ensures that these destinations remain top of mind.
However, Italian tourism professionals have expressed concerns about the visibility of African tourism boards in their market. With limited budgets for national destination marketing, private sector operators are stepping up to fill this gap. Tourism boards and African operators are now focusing on direct relationships with Italian trade partners, offering training and product knowledge to better equip Italian agents for selling African travel experiences.
Shaping the Future: Multi-Destination Travel and Digital Engagement
The Africa Showcase event showcased a key trend in the industry: the growing importance of multi-destination travel. As African destinations collaborate more closely, travelers will be able to enjoy combined experiences, such as a safari in Kenya followed by a beach holiday in Zanzibar. These integrated offerings will play a key role in driving growth in tourism across the continent, particularly for Southern European travelers who are looking for diverse, enriching experiences.
Digital transformation also emerged as a crucial topic at the event. African operators are increasingly recognizing the importance of digital presence and online booking platforms to capture the attention of tech-savvy European travelers. Adapting to these changes will help destinations across Africa stay competitive and accessible to the growing millennial and Generation Z travelers who prioritize seamless, online booking experiences.
Looking Ahead: Unlocking the Potential of Southern Europe
The future of African tourism lies in its ability to capitalize on Southern European markets like Portugal, France, and Italy. By tailoring products to meet the specific emotional and logistical preferences of these travelers, African destinations can tap into a wealth of demand. Whether it’s through bespoke luxury packages, incentive travel, or multi-destination tours, the growth potential is immense.
As 2026 progresses, Southern Europe will continue to be a key driver of African tourism, with charter flights, luxury experiences, and cultural travel leading the charge. African destinations must seize this opportunity to establish strong, sustainable relationships with these markets, ensuring long-term success and the continued growth of the continent’s tourism industry.
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