Roots Tourism: A Game-Changing Niche for Africa’s Tourism Industry
Diaspora tourism is exciting because it allows people to reconnect with their roots,” says Cynika Drake, an expert in African travel experiences. “With genealogy tools and tracing ancestry becoming popular, more African Americans are coming forward to discover where they’re from. And now they’re ready to invest in trips to those regions—not just for holidays, but for meaningful, life-changing experiences.”
For Africa’s tourism industry, this is a market ripe with untapped potential. Ghana’s Year of Return 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, inviting African descendants to “come home”. The response was monumental: over a million visitors arrived in Ghana, contributing $3.3 billion to the economy, according to the Ghana Tourism Authority.
But roots tourism is not another catch-all trend. It’s a deeply personal journey, and for tourism operators, it’s an opportunity to create transformative experiences that go beyond traditional attractions. As Cynika explains, “Diaspora tourists aren’t looking to tick off boxes or ‘see the highlights’ alone. They’re drawn by a connection to the land—they want to immerse themselves and leave with a sense of identity and pride.”
Yet, as demand grows, not all African destinations are prepared to make the most of this global opportunity. From local partnerships to intentional marketing campaigns, here’s how tourism players can lead the way.
What Makes Roots Tourism Different?
Roots tourism isn’t your typical luxury or heritage travel segment. It sits uniquely at the intersection of cultural curiosity, ancestral connection, and emotional discovery. For travellers, it’s about tracing their lineage and honouring the lives of their ancestors. For African destinations, it’s about welcoming these visitors home and offering them a deeper sense of belonging.
Cynika recalls one particularly moving story: “We had a multigenerational family—grandparents, parents, and their children—who travelled to Ghana for a naming ceremony. They visited local villages and really immersed themselves in the culture. Even three years later, they say it was the most meaningful holiday of their lives.”
But this isn’t solely about cultural rituals. Roots tourists are often savvy, well-travelled professionals. Many are in their late 40s to 60s, travelling as couples or with families. A significant proportion take their children or grandchildren on what Cynika describes as “multi-generational journeys,” where the goal is to pass lessons of history and heritage through experiences.
They’re also willing to spend. “The biggest expense is definitely the flight,” Cynika says. “But beyond that, many of our clients are professionals or executives who have the income and time to dedicate to trips like this. This isn’t last-minute tourism—it’s purposeful.”
How Africa Can Tap Into the Roots Tourism Market
The demand is real. But for tourism operators and destinations, engaging the diaspora means shifting away from business as usual. Thoughtless, one-size-fits-all packages won’t appeal to this niche. And attempts to focus solely on “poverty tourism” may do more harm than good.
Instead, Cynika provides actionable ideas for standing out in this growing market:
1. Say No to Poverty Tourism
For years, African tourism campaigns have been weighed down by harmful stereotypes: images of impoverished children or township slums have corrupted how the world sees the continent. This approach alienates roots tourism travellers, many of whom are seeking dignity and pride in their ancestral homeland.
“I don’t promote township tours,” Cynika shares frankly. “The image many people already have of Africa isn’t positive. Why reinforce that? Instead, we should focus on celebrating the continent’s beauty and success. Highlight the winemakers, the local artists, the jewellery makers—people creating something truly inspiring.”
This strategy can involve completely rewriting the script of African tourism marketing. Picture stories about thriving African entrepreneurs, boutique designers, or cutting-edge cultural institutions attracting roots travellers eager to see modern Africa triumph.
2. Build Local-First Partnerships
“Partnerships are everything,” Cynika emphasises. “If you want guests to immerse themselves in your culture, you need local ambassadors to tell the stories no one else can.”
For example, this could mean collaborating with a jewellery maker to host bespoke, hands-on workshops. Or it could involve artists leading interactive gallery tours. The key is creating connections that feel genuine, not transactional.
Cynika adds that these partnerships don’t just improve tourist experiences—they also help foster local job creation and economic development, benefiting African communities directly.
3. Invest in Personalised Experiences
Roots tourists often travel with emotional reasons underpinning their journeys. Whether they’ve traced their ancestry through a DNA test or heard family stories of heritage, they want a trip designed for their unique motivations.
An effective tactic, according to Cynika, is to create category-exclusive partnerships: “If I work with a lodge in Tanzania, they know they’re my go-to partner for that market. They aren’t competing with five others, so there’s more space for trust and creativity. In South Africa, that might mean highlighting one boutique winery or one small lodging property. The idea is depth over breadth.”
Offering personalised options—such as a curated lodge stay featuring VR tours of local heritage or an artist meet-and-greet—ensures tourists leave with stories worth sharing when they return home.
4. Embrace Roots-Led Narratives
The secret to tapping into the diaspora travel market is to let their narratives take centre stage. Trust the diaspora to lead outreach campaigns, utilise their insights, and understand their expectations.
Campaigns like Ghana’s Year of Return worked because they genuinely resonated with diaspora communities worldwide. By engaging African American celebrities and influencers, the campaign created a ripple effect in social media and personal storytelling.
“When people go back home,” Cynika says, “and they talk about their experiences, they want to feel proud. They want to say, ‘This is where I’m from. Look how beautiful it is.’ Destinations that deliver on that will thrive.”
Why the Time to Act Is Now
Roots tourism is more than a financial opportunity—it’s about shaping Africa’s global image for generations to come. Those in the travel industry who embrace this niche with care, cultural sensitivity, and collaboration will find themselves leading the narrative.
“It’s not about volume. It’s about creating meaningful experiences that people will be proud to share,” Cynika concludes. “With 54 countries, there’s room for every destination to create something different. But the key is doing it now—not waiting for someone else to lead.”
The roots travel wave is here. Will you help shape it—or wait for others to claim the opportunity?