Australia and New Zealand

In General, most Australians do want to experience Africa but they see it as one country and have limited understanding of its offerings, distance and see it still as a dangerous or adventurous destination. Once people experience Africa their perception changes and they become strong ambassadors for the continent.

Market structure

The chain of distribution in Australia and New Zealand (ANZ) is very traditional. The distribution is still purchased through DMCs in Africa to Wholesalers in ANZ to Retail Chains to Consumers. More and more of the wholesalers are now selling direct but I would still stay most of their business is 70% through the agents and possibly 30% direct. This may start to shift more towards direct due to the Pandemic, but we are still unsure how this is going to affect the industry.

Is Africa well known as a destination for holidays?

Yes, it is well known but still seen as an adventurous destination. Some perceptions are that it is still unsafe with limited medical facilities.

General Market Overview

In General, most Australians do want to experience Africa but they see it as one country and have limited understanding of its offerings, distance and see it still as a dangerous or adventurous destination. Once people experience Africa their perception changes and they become strong ambassadors for the continent.

Southern Africa

Southern Africa is the main gateway to Africa being the most direct route. Qantas is currently flying from Sydney to Johannesburg direct, and SAA is currently not flying in or out of Australia. We hope this will change soon as this route services Western Australia. South Africa is a popular destination with most travellers wanting to visit game reserves for the wildlife and Cape Town as a city stay. Even though lots of advertising over the years has taken place in Australia many consumers have limited understanding of what Africa has on offer. They also perceive it as a dangerous destination especially Johannesburg. This message is often spread from ex South Africans that now live in Australia that left South Africa over 30 years ago unfortunately. Mainstream media also have played a big part in showcasing South Africa as a dangerous destination and Covid 19 has now made it look less appealing. Botswana, Zambia and Zimbabwe are popular destinations and often combined with a safari package, especially Victoria Falls. Namibia would be more a second- or third-time traveller destination normally for a more adventurous traveller.

East Africa

East Africa does not have as much exposure as Southern Africa in Australia from tourism boards, however it is very well known. Wildlife documentaries have helped promote this region. Most travellers would normally do Southern Africa OR East Africa. The great migration is a huge draw card for people wanting to tick this experience off their bucket list. Kenya and Tanzania would normally be combined depending on budget or time. To access East Africa most travellers would fly via the Middle East which is quite a long way for Australians using Emirates, Qatar or Etihad. If they do fly Qantas this would be via Johannesburg. Rwanda and Uganda are popular for travellers wanting to experience the gorillas or for those who have been to other destinations in Africa.

Central Africa

Central Africa is not really promoted in Australia, only adventurous travellers may travel to these countries.

West Africa

West Africa is not really promoted in Australia, only adventurous travellers may travel to these countries as it is seen as very unsafe and dangerous.

Key Competitors to Africa

All countries are seen as competitors however if we are looking at long haul destinations, I would say South America and India would be competition. These destinations are seen as adventurous with amazing culture and wildlife. USA and Canada are considered easy destinations for Australians due to language and Europe will always be a huge destination for Australia due to our UK ties and VFR connections to Europe. Italy was the number one destination for Australians and remains a strong destination for Aussie’s. Covid has now changed all the rules with many Australian’s choosing to holiday domestically or in the South Pacific due to the government SMART Traveller guidance. Australians want to travel further but are afraid of getting sick or stuck in a foreign country. Traveller confidence will improve but domestic travel will remain strong.

Traveller Overview

Average holiday allowange per year for individuals
With public holidays Australians get 29 days per year but some companies will offer more to employees.
Average holiday price paid for main holiday
The average spend is AU$5,000 per person however with Africa they will spend in excess of AU$10,000 as they see this as a once in a lifetime holiday.
How do they travel? Eg. Solo, families, couples, groups
Africa gets a variety of travellers, but most travellers are couples, families, and multi-gen families. Groups are popular through some of the wholesalers which can also include solo travellers.
What type of holiday do they prefer? Eg, Adventure, luxury, independent
Would say it’s a combination value for money with a touch of adventure. Most Australians don’t like large groups and would prefer to be in smaller properties with friendly service. They like luxury but may do a few nights 3-4 star then end the tour in luxury.
Are they price sensitive?
Yes, most Australians like good value for money but are happy and capable of spending if they want to splurge.
Preferred type of accommodation, eg. Luxury, basic, self-catering
I would say 4 star is popular in the cities with some luxury safari options at the beginning or end of the tour.

Useful Links

More Information and Representative Contact Information

Rob Gurr

Rob Gurr

Managing Director, Ynot Concepts

Previous to starting Ynot Concepts in 2014, Rob worked in Adventure travel sales for 9 years before becoming the Trade Relations Manager at South African Tourism for 7 years where he was involved in many large scale trade and consumer projects including the FIFA and Rugby World Cups.

Rob has also visited and traveled every continent in the world extensively. Now Rob’s journey continues as the Managing Director of Ynot Concepts, specialising in Travel and Tourism Marketing focusing on conservation and sustainable tourism.

Email:
[email protected]
Phone:
+61 488 770711
Website:
www.ynotconcepts.com