Tapping Into 'roots Tourism'

The rise of roots tourism tourists looking for travel experiences that help them reconnect with their heritage continues to present a significant opportunity for African destinations.

With growing levels of disposable income and the emergence of tools like ancestry testing, the African diaspora is seeking deeply personal and transformative travel experiences.

Diaspora tourists arent just looking for sightseeing they want to connect with the land, immerse themselves in local culture and leave with a sense of identity and pride, says Cynika Drake , Founder and President of New York-based Lavish Lifestyles Concierge.

Ghanas Year of Return campaign in 2019 proved that roots tourism could be a significant economic driver and an emotional and cultural connection point. The landmark campaign celebrated 400 years since the first enslaved Africans were taken to the Americas and invited African descendants to come home. The response was monumental: over a million visitors arrived in Ghana, contributing US3.3 billion to the economy, according to the Ghana Tourism Authority.

Drake says this growing market presents a wealth of untapped opportunities for suppliers and inbound operators. She suggests the following strategies for engaging with the roots tourism market: