As the clock ticks down to the 19th edition of Meetings Africa (MA) 2025, South Africa is poised to host what promises to be a transformative gathering for the global business events sector.
Scheduled to take place at the Sandton Convention Centre in Johannesburg from February 25 to 26, this prestigious event, organised by South African Tourism in collaboration with Gauteng Tourism Authority, Johannesburg Tourism Company, and the Sandton Convention Centre, is set under the theme of “Africa’s success built on quality connections”.
At the recent media launch held at the Johannesburg Stock Exchange, Tourism Minister Patricia de Lille underscored the significance of this event in bolstering the African business events industry. Continue reading
“The objective of shows like Meetings Africa is to ensure that Africa gets its fair share of this business events market.
“In the same spirit, Meetings Africa 2025 will highlight the economic benefits of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, positioning the event as a driver of investment, innovation, and job creation throughout Africa,” De Lille stated.
The Ministry of Tourism, in partnership with the Zambia Institute for Policy Analysis and Research (ZIPAR), has launched a groundbreaking study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.”
This research explores the vast potential of MICE tourism in driving economic growth, creating jobs, and positioning Zambia as a leading business tourism destination in Africa.
MICE tourism plays a crucial role in diversifying Zambia’s tourism beyond leisure travel. Its ability to attract high-value business travelers, stimulate infrastructure development, and enhance global visibility presents a strategic opportunity for Zambia’s economic advancement.
The study highlights the potential for Zambia to tap into a sector that is projected to reach $1.44 trillion globally by 2025. In the past two years alone, Zambia has seen a 67.5% revenue increase from MICE activities.
At the study launch, Minister of Tourism, Rodney Sikumba, expressed the government’s commitment to unlocking the full potential of MICE tourism in Zambia. “Zambia has the capacity to become a preferred destination for international conferences and business events.
This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market,” Sikumba said.
He urged stakeholders, including government agencies, the private sector, and development partners, to collaborate in implementing the study’s recommendations. By harnessing MICE tourism, Zambia can achieve sustainable growth, boost foreign direct investment, and create a more resilient tourism sector.
Zambia Institute for Policy Analysis and Research (ZIPAR) Interim Executive Director, Mr. Zali Chikumba, emphasized that the study serves as a roadmap for the nation’s tourism strategy. It offers clear guidelines for attracting more MICE activities and boosting economic growth.
Chikumba noted the importance of aligning Zambia’s natural assets with global MICE trends to position the country as a premier business tourism destination in Africa.
The 38th African Union (AU) Summit has brought the call for a visa-free Africa to the forefront, with leaders, policymakers, and business stakeholders urging governments to dismantle travel barriers that hinder the continent’s economic growth and integration. The African Union Commission (AUC) and the African Development Bank (AfDB) have jointly emphasized the need for accelerated action to remove visa restrictions, which continue to obstruct intra-African trade, labor mobility, and innovation.
Speaking at the High-Level Strategic Dialogue on Accelerating Visa-Free Movement for Africa’s Transformation on February 12, AU officials highlighted the contradiction between Africa’s vision of regional integration and the reality that many Africans still require visas to travel within the continent. Ambassador Albert Mudenda Muchanga, AU Commissioner for Economic Development, Trade, Tourism, Industry, and Minerals, stated, “We cannot talk about a united Africa if Africans themselves cannot move freely within their own continent. It is time for our governments to evaluate what has worked and what has not worked”.
The Africa Visa Openness Index, a collaborative effort by the AfDB and AUC, has consistently revealed slow progress in easing travel restrictions. While countries like Rwanda, The Gambia, Seychelles, Benin, and Ghana have embraced visa-free policies, many others remain restrictive. Over 50% of African nations still require visas for most African travelers, creating significant barriers to labor migration, business, and trade.
Nnenna Nwabufo, Vice President for Regional Development at AfDB, stressed that achieving an integrated Africa requires “bold leadership and collective commitment to dismantle visa barriers.” Similarly, Rwanda’s Minister of Trade and Industry, Prudence Sebahizi, underscored the importance of aligning free movement with trade facilitation under the African Continental Free Trade Area (AfCFTA), noting that “goods do not move themselves; people move them”.
To accelerate progress, the AU and AfDB have launched the 2025 Visa-Free Roadshow, a campaign aimed at engaging policymakers, businesses, and civil society to promote visa liberalization. The initiative will showcase success stories, highlight economic benefits, and push for political commitments to break down travel barriers. This effort aligns with the AU’s Agenda 2063, which envisions a borderless Africa.
As the AU Summit continues, the push for visa-free movement remains a critical topic. Leaders are being urged to translate policy commitments into concrete actions, with the overarching message being clear: free movement of people is essential for Africa’s prosperity. By removing visa restrictions, the continent can unlock its full potential, fostering economic growth, innovation, and unity.
Kenya is stepping up efforts to unlock the potential of the Australian travel market as part of a strategic push to boost international arrivals.
Speaking during a high-level engagement with tourism stakeholders and media in Melbourne, Cabinet Secretary for Tourism and Wildlife, Hon. Rebecca Miano, underscored the immense growth opportunities in the Australian market and highlighted the longstanding historical ties between the two nations.
“Australia has always been a valued tourism partner for Kenya, and we are eager to re-engage with Australian travellers, making up for lost time during the Covid-19 pandemic. With our unparalleled wildlife, breathtaking beaches, and rich cultural heritage, Kenya is ready to deliver the unforgettable and authentic experiences that Australian travellers seek,” CS Miano stated.
In 2024, Kenya welcomed 27,396 Australian visitors, a number the CS is optimistic will significantly increase as the country strengthens its tourism links with Australia.
As part of her visit to key Australian cities, CS Miano will hold discussions with leading tour operators, and interact with the Kenyan diaspora community. She reiterated the Ministry’s commitment to showcasing Kenya’s diverse tourism offerings, tapping into Australia’s growing appetite for travel experiences that encompass culture, cuisine, wellness, wildlife, and adventure.
“We want to captivate the Australian market with the magic that is Kenya. Whether travelers seek adventure, relaxation, or meaningful cultural connections, Kenya has something special to offer. Our discussions with tour operators will focus on making travel to Kenya seamless and irresistible for Australians,” she added.
The Kenyan diaspora remains a crucial pillar of the country’s tourism agenda, and the CS’s engagements in Australia align with the “Ziara Kenya: One Diaspora, One Tourist” campaign. This initiative seeks to rally the diaspora community to serve as ambassadors for Kenyan tourism, encouraging more Australians to visit.
Australia ranks 6th globally in international tourism expenditure, with Australians spending over USD 41.4 billion annually on outbound trips — a market Kenya is keen to tap into.
CS Miano also took the opportunity to commend the Kenya 7s rugby team for their recent participation in the Perth 7s tournament, noting the event’s role in enhancing Kenya’s visibility on the global stage and boosting the country’s growing sports tourism sector.
“As we continue to market Kenya’s diverse tourism offerings, sports tourism will remain a key focus. The electrifying reception and appeal of our Kenya 7s team at the Perth 7s showcased our country’s sporting excellence while also serving as a powerful platform to drive interest in Kenya as a travel destination. Such impactful showcases by our sports ambassadors help place Kenya on the global map, inspiring tourism growth,” she remarked.
With renewed focus and strategic partnerships, Kenya is positioning itself as a top destination for Australian travellers, promising a vibrant mix of adventure, heritage, and world-class hospitality.
Realizing the full potential of Africa’s coastal tourism demands policy and legislative reforms to attract investments required to establish supportive infrastructure such as paved roads, electricity, clean water, and sanitation, executives said Thursday.
Convened by Africa’s Green Economy Summit and ESI Africa, an information dissemination firm, the virtual forum brought together policymakers, industry executives, and fund managers to explore innovative ways to unlock investments in the continent’s blue and green economies.
Coastal tourism in Africa is projected to surpass 100 billion U.S. dollars in value by 2030, creating 28 million jobs, noted Victor Shitakha, board chairman for Kenya Coast Tourism Association.
According to Shitakha, 80 percent of Africa’s tourism is concentrated in coastal towns, necessitating the urgency to conserve marine ecosystems, improve visa issuance to foreign visitors, revamp road networks, and ease access to critical services like health and banking.
“We need to fast-track implementation of open skies policy in the continent, harmonize travel, conserve beaches even as we engage key actors like divers, tour guides, and artifacts traders to make our coastal areas attractive to tourists,” Shitakha said.
In 2024, Africa received 92 million or 6 percent of the 1.5 billion tourists who traveled around the globe, Shitakha said, stressing the need for the continent to diversify tourist products to boost arrivals.
Africa’s coastal tourism holds the key to accelerating economic growth, creating new jobs for the youth, and enhancing the continent’s resilience in the face of climate change and geopolitical tensions, said Abel Sakhau, chief sustainability officer at Sanlam Group, a financial services group headquartered in South Africa.
Sakhau emphasized that fiscal incentives are key to unlocking foreign and domestic capital flow into Africa’s coastal tourism, stimulating the growth of start-ups aligned with the sector.
Judy Kepher-Gona, founder and executive director of Sustainable Travel and Tourism Africa, a consulting firm based in the Kenyan capital of Nairobi, said the sector’s resilience hinges on investors’ willingness to adopt green ethos, upskill the workforce, and diversify to culture and heritage.
Investors should empower local custodians of scenic attractions while forging partnerships with regulators to improve governance in the tourism sector, Kepher-Gona said.
The increased duty-free import limit to Sh250,000 from Sh50,000 aims to enhance passenger experience at JKIA
Previously, travellers complained about having their goods seized for exceeding the Sh50,000 threshold.
Changes also include exempting all African citizens from Electronic Travel Authorisation (ETA) requirements and easing intra-African travel.
The Cabinet has endorsed a plan to allow travelers entering Kenya to enjoy an increased duty-free import limit of up to Sh250,000 from Sh50,000.
Previously, travelers complained about having their goods seized for exceeding the Sh50,000 threshold.
Under the plan, passengers bringing goods for personal use valued at up to Sh250,000 will no longer be required to pay customs duties.
A dispatch said the Cabinet endorsed a comprehensive plan to enhance passenger experience at Jomo Kenyatta International Airport (JKIA) by streamlining operations and bolstering security.
“Security screening at JKIA will be enhanced through risk-based profiling, ensuring only flagged bags undergo manual inspection in a dedicated screening room, reducing delays and improving efficiency,” the dispatch said.
It said changes also include exempting all African citizens from Electronic Travel Authorisation (ETA) requirements and easing intra-African travel.
To further expedite travel, the Cabinet announced that the number of immigration booths and staff will be doubled, while E-Gates will be introduced to eliminate long queues and speed up clearance.
“Accountability measures will also be strengthened with new monitoring technology deployed to oversee airport staff and mandatory uniforms with visible name tags required for all agency employees and retail concessionaires,” the dispatch added.
The Cabinet further announced that JKIA infrastructure will also undergo major upgrades, including modernised baggage handling systems, improved stormwater drainage and access roads, the installation of covered walkways, enhanced air conditioning, and clearer signage.
“Meet-and-greet services will be strictly regulated, ensuring only licensed facilitators operate within the airport to enhance security and order. These measures take immediate effect, reinforcing JKIA’s position as a leading aviation hub by improving efficiency, security, and overall passenger experience,” the statement added.
Cabinet also approved several host country agreements, reinforcing Kenya’s role as a regional hub for international organisations.
These include agreements with the International Institute for Democracy and Electoral Assistance, Save the Children International, Shelter Afrique Development
Bank, Oxfam International, Norwegian Refugee Council, and Population Services International, among others.
Additionally, Cabinet approved the ratification of an agreement with Singapore to eliminate double taxation and prevent fiscal evasion, further strengthening Kenya’s global trade and investment ties.
Cabinet also endorsed Kenya’s hosting of the International Air Transport Association (IATA), underscoring the country’s commitment to enhancing international cooperation and economic diplomacy.
Air France has resumed operations to Tanzania after a 28-year hiatus, introducing three weekly flights from Paris-Charles de Gaulle Airport to Kilimanjaro International Airport (KIA) with a stopover in Zanzibar. The route, serviced by the Airbus A350-900, operates every Monday, Wednesday, and Saturday, offering 34 business class, 24 premium economy, and 266 economy seats. This strategic move aims to accommodate the rising number of French tourists and business travellers exploring Tanzania’s renowned attractions, such as Mount Kilimanjaro, the Serengeti, and Ngorongoro Crater, while also tapping into the growing tourism potential in Zanzibar.
The resumption of this route strengthens links between France and Tanzania, with France currently ranked as one of the top European markets for Tanzanian tourism. Kilimanjaro International Airport continues to serve as a vital gateway to the northern safari circuit, bolstering its role with ongoing infrastructure upgrades, including a parking expansion project. Additionally, French tourists have shown active engagement with local communities, including a recent donation of $4,000 from a French group to refurbish Bashay Primary School in Karatu. Air France’s return plays a key role in expanding connectivity to East Africa, fostering both tourism and local development.
Kenya Airways partners with government to boost Fly Kenya policy adoption, driving transparency, efficiency, and national pride in government travel.
Kenya Airways today convened strategic discussions with government stakeholders to advance the adoption of the Fly Kenya policy, which prioritizes the national carrier for official government travel. The initiative underscores the airline’s commitment to fostering partnerships, equipping government travel agents, and developing innovative solutions to ensure seamless policy integration across government agencies.
Since its launch in 2016, the Fly Kenya policy has faced challenges with compliance due to weak enforcement measures. In response, Kenya Airways is proposing the integration of the Foreign Travel Management Information System (FOTIMS) to enhance transparency, efficiency, and adherence to the policy. This system is expected to play a pivotal role in streamlining travel planning and ensuring that government ministries, departments, and agencies (MDAs) adhere to the directive.
The policy is part of the government’s broader effort to support Kenya Airways by bolstering its financial sustainability, reinforcing national pride in Kenya’s aviation industry, and enhancing the country’s global connectivity and competitiveness. By promoting the use of the national carrier for government travel, the policy aims to secure a steady revenue stream for the airline while also showcasing Kenya’s aviation capabilities on the global stage.
In a further demonstration of its dedication to this initiative, Kenya Airways launched the Asante Executive Hub at the Kenyatta International Convention Centre (KICC) in September 2024. This hub provides tailored travel solutions for government officials, including flexible booking options, competitive pricing, priority ticketing, and dedicated customer service support.
Kenya Airways has reiterated its commitment to continued collaboration with government agencies to streamline policy implementation. By working closely with stakeholders, the airline aims to enhance compliance, improve tracking and reporting, and encourage wider adoption of the Fly Kenya policy. These efforts are expected to drive growth for the national carrier and contribute to Kenya’s broader economic development.
As Kenya Airways continues to engage with government stakeholders, it is clear that the airline sees the Fly Kenya policy as a critical component of its strategy to strengthen its position as a leading African carrier while supporting the nation’s long-term economic goals.
As you start to look at the year ahead, have you thought about how you will be travelling? The world’s travel firms – from Airbnb to Booking.com – have.
Their predictions, gathered from survey data, user behaviour and forward bookings, function as an annual showcase for new ideas in the industry, from identifying future hotspots to considering how and why we will explore the world in the upcoming year.
“People are drawn to trends because they offer a sense of structure and understanding in an increasingly complex and fast-paced world,” explains Jenny Southan, CEO of Globetrender, the world’s leading travel trend forecasting agency. “When it comes to travel, trends provide clarity and a roadmap for how to engage with the world around us.
For cultural futurist Jasmine Bina, CEO of Concept Bureau and an experienced analyst of consumer behaviour, they are a signifier of our deepest longings. “Travel trends are a window into what people really desire when the rules of everyday life are suspended,” she says. “Right now, what they really want is to feel transformed.”
While the travel industry has largely returned to pre-pandemic levels, economic uncertainty, the ongoing wars in Ukraine and the Middle East and the change of presidency in the US is making 2025 feel anything but predictable.
Travel trends are a window into what people really desire when the rules of everyday life are suspended – Jasmine Bina
“You could say that perhaps we are looking for new anchors,” says Bina. “Travel trends like stargazing, holiday romance, nostalgia tourism, sleep tourism, digital detoxes and so on show us that people are searching to be reconnected to something bigger than themselves.”
Southan agrees. “Trends create a shared narrative – a sense of collective discovery – where we are all participants in a global dialogue about what matters,” she says. “Whether it’s the allure of off-the-beaten-path destinations or the desire to ‘travel with purpose’, trends provide us with an anchor, making it easier to understand where we fit within the broader landscape of global travel.”
Here are some of the top trends forecasted for 2025, as predicted by some of the world’s leading travel brands and tour operators.
Nighttime travel experiences are becoming increasingly popular, such as the new night tours at Istanbul’s Topkapı Palace (Credit: Getty Images)
1. Noctourism
Noctourism –nocturnal + tourism – encompasses nighttime travel experiences, from late-opening museums to bioluminescent beaches to northern lights watching. Solar activity is going to be at its highest for decades in 2025, sending higher than average numbers of charged particles to interact with the Earth’s atmosphere, creating dramatic aurora viewing opportunities. Award-winning UK travel firm Trailfinders tips Finnish Lapland and Norway’s Lofoten Islands, plus Svalbard and Iceland as prime destinations to see them. Noctotourism interacts neatly with what’s always been a key tenet of the travel industry: fostering connection with the wider world.
2. Calmcations
Calmcations – holidays purely focused on creating a sense of tranquillity – continue to be popular for 2025. Noise is in particular focus, following a report from the World Health Organisation that rates noise pollution, particularly from traffic, as the second most important cause of ill health in Western Europe.
Havila Voyages has created “quiet escapes” along the Norwegian coast that offer a chance to step away from the clamour of everyday life, featuring sound monitoring stations and a live noise forecast that compares the output in decibels against cities including New York, Paris and London. Alternatively, Unplugged offers tech-free cabins in the UK and Europe with a mission “to help the always on switch off”; while brand new retreat Majamaja in the Helsinki archipelago comprises of a series of architect-designed off-grid cabins that allow you to reconnect with nature. It’s all a sign that right now, the escapism of travel includes escaping technology.
3. Travel meets AI
We can expect to see technology start to play a larger role in trip planning: travel tech company Amadeus found that almost 50% of its customers are planning to prioritise generative AI through 2025. The survey also noted, however, that many travel firms are still not quite sure how to use the technology; they could take inspiration from flight-free holiday firm Byway, which has created its own proprietary AI engine to take the complexity out of timetables and multi-country travel, solving a significant problem when it comes to European travel.
Other firms, including Tripadvisor, are employing generative AI to help build itineraries for trips, while a growing number of airports are ditching paper tags and using the technology to sort baggage more efficiently. At Hyatt hotels, an AI-powered bed can monitor your heart rate, movement and blood pressure to offer more comfort and a better night’s sleep.
But it’s not all positive for technology. According to research from ABTA association of travel agents and tour operators, a Gen Z traveller is now almost as likely to be flicking through a holiday brochure for travel inspiration as browsing the internet for ideas, hinting that the trend towards tech is not universal.
Tour operators are offering new options for solo travellers seeking social adventures (Credit: Getty Images)
4. The return of the holiday romance
Going hand in hand with the rise in digitisation has been a rise in digital burn out, particularly when it comes to relationships. According to a 2024 Forbes Health survey, 79% of Gen Z feel exhausted from online dating. How to solve the problem? A travel trends report from Globetrender and Amadeus includes a section on meeting new people in real life as one of its five key predictions for the year.
Whether you have a holiday romance or not, it’s easier than ever to find a trip where friendship can blossom with increasing numbers of group and solo travel opportunities. G Adventures and Flash Pack are just two firms offering expanded options for solo travellers seeking social adventures.
5. Off-the-beaten-track goes mainstream
After significant overtourism issues in 2024, off-the-beaten-track destinations are on the rise. As Byway notes in their travel trends of 2025, “people want to travel where they’re welcomed wholeheartedly”. The firm cites “destination dupes” – holiday locations that are similar to popular hotspots – as a trend to watch, where travellers may swap the likes of Cornwall for Norfolk, for example.
Other key destinations for the year are a little more off the traditional tourist map. Trailfinders names Uzbekistan as one of their top places to visit; while luxury tour operator Scott Dunn is tipping East Africa’s islands, thanks to new hotel openings in Zanzibar and Madagascar and a new luxury yacht experience in the remote Aldabra islands.
At Airbnb, the top 20 hot destinations for 2025 include Milton Keynes and East Sussex. Their list was drawn from data including trending searches and wish-listed cities on the site. It also includes Rome, Tokyo and Milan, all cities that suffered from overtourism in 2024, showing that the issue is far from over.
Increasing numbers of summer travellers are choosing cooler northern climes, such as Helsinki, Finland (Credit: Getty Images)
6. Coolcations and off-season safaris
For those used to holidaying in southern Europe, the question has moved from “where’s hot?” to “where’s not”. As temperatures in traditional summer holiday hotspots around the Mediterranean continue to break records, climate change is having an increasing influence on where we travel. Scott Dunn saw a 26% increase in bookings to Finland and Norway in 2024 and expects to see more tourists heading to northern Europe where summer temperatures are in the mid 20s.
Seasonal change is not just affecting beach goers; it’s also having an impact on those travelling to see wildlife. Peak safari travel month has shifted from December to March at Scott Dunn, thanks to shifting climate patterns and affordability. Climate change is a reality, and the industry and travellers are catching up to it.
7. Nostalgia travel
Will ’90s music icons Oasis and Eminem follow Taylor Swift’s lead and disrupt the travel industry in 2025? The pop star is credited with boosting travel and tourism around the world during her Eras tour, which concluded in December 2024. While music tourism is a rising trend, Eminem and Oasis’ revival tours also speak to something else: the rise of nostalgia tourism.
Globetrender calls the trend “New Heydays” and notes that as millennials enter middle age, the holidays they loved as children will get a reboot. It expects to see adult summer camps in the US, a rise in interest in Eurocamp (camping holidays in continental Europe) and all manner of retro pop ups, like the Polly Pocket Airbnb of 2024, grow in number. It’s perhaps an indicator that we want a little respite from uncertainty and are seeking a retreat to the more comfortable world of our childhoods.
Among notable shifts in responsible travel, “the industry as a whole has come a long way in recognizing its value,” said Kristin Winkaffe, head of the Travel For Better Foundation, an organization dedicated to creating a more sustainable future for the global community through education and fostering of industry-wide economic development. Winkaffe, who is also founder of Winkaffe Global Travel in Columbus, Ohio, cited a growing consensus among industry stakeholders that responsible travel “is not just a trend, but a necessity,” especially as climate change and overtourism remain pressing concerns.
Moreover, demand for responsible travel experiences is on the rise as travelers increasingly focus on vacations with a purpose. “Millennials and GenZ, in particular, are leading the charge,” said Winkaffe. “They’re asking questions about where their money is going and prioritizing sustainability and social impact. At the same time, older demographics — especially retirees — are embracing responsible travel, often because they’re looking for meaningful, legacy-focused experiences.”
Statistics, too, tell the tale. According to TravelPulse (sister publication to Travel Weekly), the sustainable travel market in the U.S. alone will grow from $66.22 billion in 2023 to $116.46 billion in 2029, making it the fastest-growing economic segment of the travel industry. Figures released by the World Travel & Tourism Council indicate that more than 70 percent of travelers now seek out sustainable tourism experiences.
Source: Quark Expeditions
Branching out
In general, responsible travel continues to be about making choices that prioritize the well-being of the destinations people visit. However, sources said, it has evolved to encompass several key areas, among them:
Economy. Engaging in experiences designed and led by the local community falls under this umbrella, as do supporting local businesses and selecting independently owned accommodations. The objective: to ensure that tourism dollars benefit the destination itself while empowering residents.
Planet. Here, responsible travel means minimizing environmental impact, supporting conservation efforts, and ensuring ethical wildlife interactions. It also involves focusing on excursions that contribute directly to protecting endangered species, participating in carbon offset programs and staying at properties that harness renewable energy.
People. This centers on authentic, respectful engagement with local traditions, arts and heritage. Such exchanges are mutually beneficial to communities and travelers and don’t commodify or exploit the culture(s) being shared.
Not surprisingly, the more areas responsible travel has grown to include, the greater the variety of related activities travel advisors can — and should — offer to travelers, in turn better serving a wider breadth of clients while benefitting their own bottom line. Among them:
Cultural immersion/educational programs that expose travelers to and foster interactions with local communities to learn about customs, cuisine and traditions. Programs through which guests engage directly with scientists and researchers to explore their findings also fall under this umbrella.
Voluntourism programs, from assisting with wildlife to aiding in conservation efforts and/or the betterment of communities (for example, by helping to make improvements in housing, prepare and distribute food and the like.
Adventure programs that expose travelers to nature and pave the way for wildlife observation, such as kayaking, trekking, mountain biking, paddling, helicopter-based activities and camping.
Some operators that specialize in responsible travel, such as Quark Expeditions tout activities that combine adventure with education and conservation. Activities range from wildlife observation and citizen science projects to cultural immersion programs, noted Lyndsey Lewis, head of sustainability. “For instance,” she said, “zodiac excursions and guided hikes let travelers experience (polar) environments intimately while learning about their fragility and importance and quietly observing wildlife in their natural habitat. Kayaking and stand-up paddleboarding provide opportunities to experience the environment at a slower pace and get closer to nature. On some voyages, guests have the chance to connect with researchers who use the ships as transportation to their field work sites, learning about their findings through presentations and conversations over meals. Citizen science programs like Happy Whale enable travelers to contribute meaningful data to global conservation efforts, extending the impact of their journey well beyond their actual trip.”
Source: Quark Expeditions
Positive partnerships
For travel advisors, successfully selling clients on these and other responsible travel activities is in large part a matter of finding the right tourism operators. According to Julia Wright, co-founder and manager of Epic Polar in New York City, N.Y., travel advisors should ask themselves which non-negotiable attributes they seek in provider partners and weed out those that lack them. In assessing candidates, she limits herself to polar expedition operators whose vessels carry no more than 200 passengers, in keeping with her belief that smaller ships offer a more in-depth, intimate experience. She also values partnerships with operators that prioritize education, because “the polar regions are incredibly vulnerable, and it’s important that travelers are made aware of the issues these areas face. Climate change, wildlife preservation, and continued support of indigenous communities are all key topics that make these trips not only memorable, but also impactful.”
Cynthia Davidson, CTC, CTIE, founder of and agent with Rivers Oceans & Expeditions in Toronto, Ontario, Canada, also advocates working only with responsible tourism partners that prioritize education, sustainability, and community support, as well as clear, documented sustainability commitments and transparent reporting on initiatives. Operators can and should demonstrate their commitment through training programs, regular communication about their initiatives and support in helping advisors articulate responsible travel values to clients.
Moreover, once formed, partnerships with responsible tourism operators require nurturing to keep them strong and mutually beneficial for operators and travel advisors alike, as well as to ensure positive outcomes for clients. This necessitates regular communication between parties, with travel advisors sharing client feedback (e.g., about programming requests, positive experiences, negative experiences, etc.) with operators and operators proactively informing travel advisors of new responsible tourism-related developments in their organizations and the industry as a whole. Discussing shared goals bodes well for relationships, too.
“Stay informed about partners’ operations,” and act on them if needed, Winkaffe added. For instance, she stated, if a partner’s sustainability commitments or offerings evolve, it behooves travel advisors to celebrate these improvements with their clients. Similarly, if standards slip, addressing such issues in a transparent manner is imperative. In short, Winkaffe asserted, “long-term partnerships thrive on mutual accountability and shared passion for responsible travel.”
Davidson makes a concerted effort to reach out to and maintain regular contact with operator partners even before she has sold one of their offerings to her clients. “I do this every two to four months, asking (operators) how things are going and whether there is anything new I should know about,” she noted. “It sometimes makes all the difference in the world for the relationship and the ability to educate and serve clients. It also shows that I’m serious about working with” the operator in question, supporting a spirit of cooperation.
Making the right match
Just as forming and maintaining the right operator partnerships is key for travel advisors who want to capitalize on the heightened popularity of responsible tourism, so, too, is matching clients with responsible travel activities that meet their needs and lead to overall satisfaction. For starters, travel advisors must glean a complete understanding of each client — what they value, how they like to travel, and what matters to them. “It’s easy to ask the basic questions of when, how, and how much,” asserted Wright. “But understanding their motivations and expectations is essential to finding the perfect fit.”
Sources have found that asking novice responsible travelers what they know about responsible tourism — and educating them about all the possibilities — expedites and improves the matching process. “Maybe a client doesn’t know the difference between, say, an expedition and a cruise, or that some operators feature different versions of the same activity,” tweaked to accommodate varying client needs,” Davidson stated. She cited as an example the fact that Quark Expeditions features faster- and slower-paced iterations of some adventure activities.
Regardless, “travel advisors can use all of this insight to tailor recommendations, explaining how these activities align with the client’s goals while positively impacting the destination,” said Winkaffe.
Lewis concurred, adding that successful matching of clients with responsible travel experiences is a matter of understanding both individual clients’ aspirations and operators’ capabilities. Only with such knowledge in hand can the best outcomes be expected.
Quark Expeditions: A Wealth of Activities in the Polar Regions
Tundra to Table. Source: Quark Expeditions
The polar travel industry has evolved as increasing numbers of operators introduce programs designed to “create deeper connections between travelers and the regions they visit,” according to Lyndsey Lewis, MB, P.Eng., head of sustainability, Quark Expeditions. The company offers a variety of options that provide travel advisors with compelling storytelling opportunities and unique selling propositions that appeal to (ever more conscious) travelers seeking purposeful experiences,” said Lewis. Here are few key examples:
Tundra to Table, a one-of-a-kind, on-ship adventure. Guests experience the culinary traditions of the Inuit in Greenland and Nunavut, enjoying dishes from these Arctic regions as prepared by Inuit chefs from native ingredients, like seafood caught fresh from Arctic waters and free-roaming game. Chefs discuss the origins of the food served, using it to tell the story of the Inuit people.
Sea Kayak Program, a small-group program available in Antarctica. Novice and seasoned paddlers — accompanied by experienced guides — explore fjords, glacial faces, or mazes of sea ice as they kayak multiple times throughout their voyage. Some excursions allow guests to go ashore for additional exploration.
Paddling in the Polar Regions aboard easy-to-maneuver “sit-on-top” kayaks that afford participants the chance to explore the ocean from a more intimate vantage point. No experience is necessary to handle the kayaks, which are extremely stable. This guided excursion lasts 60 to 90 minutes and is offered on most Quark Expeditions voyages.
Stand-Up Paddleboarding (SUPing). Travelers can stand or, if they prefer, kneel, sit, or lie down on the boards to absorb the surrounding scenery — for instance, spotting Gentoo penguins gliding below them or making eye contact with Weddell seals lying on a piece of ice. SUPing originated in Hawaii, and Quark Expeditions is the first company to bring it to Antarctica.
Mountain Biking in the Arctic. Offered in tandem with local partners, Quark Expeditions’ mountain biking adventures provide unparalleled views of South Greenland’s stunning scenery. Twin-engine helicopters transport guests to the best terrain to begin their experience and pick them up at the end of the route, allowing them to cover new terrain throughout their journey.
Greenland Camp Experience. Guests join local hosts at one of the most exclusive camps in Greenland. Small groups of travelers walk through landscapes and remote fjords, roam the tundra with a local chef who showcases local ingredients and prepares a meal from them, and spend the night in two-person tents.
Antarctic Camping. Following dinner aboard their ship, guests are escorted ashore by Zodiac to camp out in the snow in ready-to-roll bivy sacks or, by request, tents. Travelers choose their camping spot, within a perimeter set up by Quark Expeditions staff.
Helicopter Adventures that involve more than flightseeing. Guests can select from the most extensive menu of helicopter-supported activities in the Polar Regions, including camping experiences and ice sheet landings, to name a few.
Research partnership programs.
“With Quark Expeditions, every voyage starts on a ship, but real and always-immersive adventures happen off-ship,” stated Lewis. Whether it’s camping, kayaking, mountain biking, hiking, flying by helicopter to remote locations, paddleboarding on icy waters, rising above the polar landscape in hot air balloons, engaging in culinary pursuits, or something else, travel advisors who partner with Quark Expeditions can ensure that their clients have access to the most comprehensive roster of adventure and other activities available and can experience the polar regions as they wish.
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