Insights: How To Tap Into The Dach Market

Africa captures only 0.4 of German long-haul travellers although the DACH Germany, Austria and Switzerland market is one of the wealthiest travel markets in the world. This highlights how much needs to be done to ensure travel suppliers tap into potential.

The good news is that Africa has potential to be a global contender in travel and tourism. According to the World Economic Forums Travel Tourism Development Index, the continent has shown the most improvement globally since 2019 with 16 out of 19 regional economies improving their scores.

Africa is proving its resilience and innovation in the travel and tourism sector and we should be celebrating these wins, says Natalia Rosa , Chief Executive Officer of Big Ambitions and Executive Chairperson of Travel Lifestyle Network TLN. But theres still work to be done. Without stronger positioning in high-value markets like Germany, Austria and Switzerland, we risk leaving opportunity and revenue on the table.

For African suppliers, the DACH region represents a lucrative market of over 100 million potential travellers known for their eco-conscious mindsets, high spending power and passion for purposeful travel experiences. Successfully tapping into this market will drive long-term tourism development rooted in authenticity and sustainability.

With a total purchasing power exceeding 3 trillion as of 2024, the appeal of the DACH region as a travel market is impossible to ignore.