Kenya up 30%, Middle East sees decline: Goway spotlights latest in safari & desert

How does Moira Smith, vice-president for Africa and Asia at Goway Travel, measure engagement at an event? By the number of notes travel advisors are jotting down during presentations.

And at Goway’s annual Africa and Middle East Gathering at Toronto’s Chelsea Hotel on Monday (Oct. 28), there was a lot of scribbling.  

“We gave everybody booklets, and honestly, agents have been writing furiously,” Smith told PAX at the event.

There was a lot to learn at yesterday’s meet-up, which connected some 125 travel advisors with 25 suppliers from South Africa to Saudi Arabia.

The free-to-attend event, which started with presentations in the afternoon, followed by a cocktail party and trade show in the evening, equipped agents with tips for selling niche destinations in Africa and the Middle East, from safaris to desert escapes.

There was a panel discussion, led by Goway’s marketing and content team, that taught agents ways to leverage their social media and implement marketing ideas to boost their business.

Participants, in addition to having opportunities to network with peers, also had access to exclusive prizes.

Goway’s Africa and Middle East showcase, which started in 2008, will be repeated today (Oct. 29) in the form of a virtual event that will be broadcasted to an audience of some 2,400 travel professionals.

New & exciting destinations

Family-owned-and-operated Goway, which recently revamped its website and reservations system as part of a brand overhaul, is promoting Africa and the Middle East with a portfolio of new and exciting experiences.

Of the many itineraries that were reviewed Monday, one that caught Smith’s attention was a presentation about Al-‘Ula, an ancient Arabian oasis city in Saudi Arabia.

“It’s on a par with Petra [in Jordan],” she said. “That’s the closest I can come to describing it. It’s magnificent.”

What travel advisors will notice this year is the range of experiences that are available, in places like Kenya and Tanzania, for example, where new lodges have popped up.

“I think what’s interesting to see are the off-the-beaten track destinations that are coming up, like Madagascar, Malawi and Mozambique,” Smith said.

Egypt is also making a comeback – especially now that Canadians will soon no longer be subject to the cumbersome pre-entry visa requirements that were announced last year.

As previously reported, Canadians, starting Dec. 1, 2024, will once again have the option of obtaining a visa upon arrival at Egyptian airports of entry or an electronic visa (e-visa), simplifying the process.

Africa & Middle East trends

Speaking on the latest travel trends, Smith noted the rise in “slower travel.”

“People are spending more time in destinations, becoming more immersed in the actual experience,” she said.

Multi-generational travel is still strong, a trend that has resulted in clients renting out large villas and committing to group buyouts, she added.

Private guided tours also continue to be “a big thing” as more people move away from coach bus tours, she said.

The demand for Africa remains consistent at Goway.

In fact, South Africa has become Goway’s biggest African destination for groups. The country on the southernmost tip of the African continent is now outpacing Dubai, Smith said.

Kenya is also showing 30 per cent growth over this time last year, she noted.

Travel to the Middle East, on the other hand, remains a challenge as the war in Israel carries on, diminishing consumer confidence. 

“Unfortunately, since October last year [when the war in Israel began], we've seen a significant downturn in our Middle East business,” Smith admitted.

Despite regional conflict, there are countries in the Middle East that are safe to travel to – Jordan being one.

As PAX learned during The Travel Agent Next Door’s conference in Jordan last June, the destination, sometimes referred to as the “Switzerland of the Middle East,” is not in conflict, and open and ready for tourism.

Goway has tried to neutralize safety concerns about the Middle East by hosting FAM trips in both Egypt and Saudi Arabia over the past year. “But unfortunately, we're still seeing quite a downturn in numbers,” Smith said.

Pro sales tips 

Booking an epic trip with Goway, which is powered by a team of some 600 travel experts, to Africa or the Middle East starts with travel advisors understanding their clients’ interests, including why they’re travelling, Smith said.

“Africa [for example] is so diverse, and we can certainly tailor-make any destination to fit a client's requirements, but that starts with giving us as much information as possible so we can put the right property or experience in front of them,” she said.

Establishing a clients’ budget is also key so Goway can “maximize the experience.”

As for what travel advisors can expect from working with Goway, it’s a promise that they’ll work with specialists who has travelled to a destination, who may be from there, and “knows it inside and out,” Smith said.

“We’ll help them close the sale," she said. 

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