Rapid growth in Nordic and Eastern European markets are creating new opportunities for African destinations, according to experts at the Essence of Africa 2025 Market Buzz session.
Tina Syed Nestius, Founder of Sweden-based Afrika Kompaniet, said travellers from Sweden, Norway and Finland are drawn to Africa’s sense of adventure and difference. “They’re active people who like to do things when they travel. That’s why safari appeals to them so much; it’s exciting, immersive and filled with wildlife they’ll never see in Sweden.”
While long-haul travel remains expensive and limited by air access, interest in Africa is growing steadily.
Swedish, Danish, Norwegian and Finnish travellers share similar interests but Nestius pointed out some cultural differences. “The Swedes and Danes are a bit more well-travelled,” she said. “Norwegians have the money but can be more traditional in their choices. And all of them prefer to travel when the weather at home is cold – between November and February. In summer, they stay home because that’s when Sweden is at its best.” Long parental leave policies in the region also encourage extended family travel, especially to destinations like South Africa.
For the Nordic countries, sustainability has become the defining feature of travel decision-making. “We have this expression in Swedish, flygskam, which means ‘flight shame’. But this has actually created opportunities for operators who can demonstrate genuine impact. Scandinavian travellers, particularly Swedes and Danes, are increasingly driven by purpose rather than prestige,” she added.
“You can’t sell luxury to a Swede – you can sell sustainability at the exact same price much easier,” said Nestius. “They want to feel that their journey benefits local people and conservation.” While Nordic travellers are budget-conscious, they are willing to pay premium prices for purpose-driven experiences, she added.
Andy Higgs, MD of The Grown-Up Travel Company, echoed similar sentiments about Nordic travellers.
“Norwegians are adventurous and open to new destinations,” he said. “They want to know that their travel spend makes a positive difference.”
Higgs, who has worked with Norwegian travellers since 2016, noted that, while southern African countries such as Botswana and Namibia were once most popular, Kenya has seen a surge in bookings since 2024.
Eastern Europe market trends
While Western and Nordic markets remain strong, there is a buzz around Poland and Romania, which are quickly becoming high-potential source markets.
“By the end of 2025, Poland will be the 20th largest economy in the world,” said Emilia Kubik of Travel Advance. “This represents an unprecedented opportunity for African tourism.”
Poland’s economic transformation, marked by stability through global recessions and COVID-19, has created a booming outbound market. Corporate and incentive travel is growing by 15% year-on-year while luxury segments are expanding by 10%. “For the first time, Poland has disposable income, connectivity, a developed travel trade and a hunger for new destinations all at once,” Kubik said.
Similarly, Romania is emerging as an enthusiastic travel market with strong spending power and a growing appetite for authentic experiences.
“Romanians are adventurers who invest significantly in travel,” said Raluca Taculescu of Mianda Travel. “They rarely visit one country – they prefer multi-destination African experiences.”
Romania’s recent visa-free access to South Africa, introduced in August 2025, is already driving new bookings. “This is a high-value market,” Taculescu added. “Romanians want meaningful, well-rounded experiences that allow them to explore the continent deeply.”
Despite enthusiasm about new markets, traditional European source markets remain central to Africa’s inbound travel success.
A recurring theme in the discussion was how COVID-19 unexpectedly broadened Africa’s visibility among new European audiences.
Taculescu said: “We saw travellers who realised that Africa offered space, safety and freedom during a restrictive time. That perception has stayed.”
The panel agreed that African tourism businesses must now move beyond viewing “Europe” as a monolith and start tailoring strategies for different regions.
Essence of Africa Co-Founder Jacqui Reynolds said Europe remains a vital pillar of Africa’s tourism growth.
“We’ve worked hard to invigorate this region because it holds tremendous potential,” she said. “Many operators there are looking for new DMC partners and lodges, and it’s a different kind of market compared to Western Europe.”
