Polish Travel Specialists Unlock Africa’s Potential for Luxury and Tailor-Made Itineraries

As Poland’s travel market continues to rebound in a post-pandemic era, Polish travel operators are redefining long-haul travel, with Africa emerging as a prime destination for luxury and tailor-made experiences. During the Africa Showcase Central Eastern European (CEE) roadshow held in Warsaw, Polish specialists highlighted Africa’s growing appeal for the country’s outbound market. Organized by On Show Solutions and coordinated by Travel Advance, the event brought together African tourism boards, Destination Management Companies (DMCs), and hospitality providers to connect with Central Eastern European travel professionals.

A Shift Toward Tailor-Made Travel

According to Justyna Kepska of Flow Africa Adventure, the pandemic has fundamentally altered how Polish tourists approach travel, with a noticeable shift toward personalized itineraries. “Clients stick to more FITs (Fully Independent Travelers), like tailor-made itineraries. They don’t want to join groups anymore,” she explained. This change has opened new opportunities for Africa, a continent that offers everything from iconic safaris to high-end luxury travel experiences.

While challenges such as the fluctuating Polish złoty impact pricing, Kepska noted that discerning Polish travelers are still drawn to Africa’s unique appeal. “For example, park fees for Masai Mara, which cost \$200 in peak season, can amount to around 800 złoty for 12 hours. It’s expensive, but we still have clients willing to go,” she shared.

Expanding Horizons: Beyond the Safari

While Kenya and Tanzania have long dominated Polish travelers’ imaginations as classic African safari destinations, demand is steadily growing for less traditional options. “We are receiving more and more requests for Malawi, which is a beautiful and underrated country,” Kepska said. Similarly, Namibia’s unique desert landscapes and cultural heritage are increasingly capturing the interest of Polish visitors, according to Malgorzata Preuss-Złomska of Klub Podrozy Horyzonty. She noted, “The first picture Polish people have of Africa is the animals, the safari. But there’s a need to educate travelers about the continent’s broader experiences and attractions.”

Destinations such as Namibia, with its spectacular dunes, and Cape Town, offering world-class culinary experiences, are beginning to challenge traditional safari narratives. “Nairobi has incredible restaurants, and cities like Cape Town are now destinations for culinary holidays,” added Agnieszka Lewandowska of Tour de Family, who has over two decades of experience in African travel.

Addressing Challenges: Visas, Currency, and Connectivity

Despite Africa’s vast potential, there are hurdles that must be addressed to make the continent more accessible to Polish travelers. Visa requirements remain a significant challenge. “Visas are still a major hurdle for our clients,” said Kepska, while acknowledging improvements such as e-visas and visa-on-arrival options. Currency fluctuations, particularly the relative weakness of the złoty against the dollar, also influence pricing, with park fees and luxury accommodations sometimes perceived as costly.

Improved air connectivity, however, is starting to ease some of these difficulties. Direct flights from Warsaw to Ethiopia, for instance, have already enhanced Africa’s accessibility from Poland. “If there’s more competition among airlines, prices will drop, and we could package big incentive groups to Africa within Polish companies’ budgets,” Kepska explained. Enhanced connectivity not only reduces travel time but also makes African destinations more appealing for first-time visitors.

Digital Marketing and Experiential Travel

To captivate Polish travelers, experts stress the importance of targeted digital marketing strategies. Preuss-Złomska emphasized that promotional efforts must showcase not only pricing but also Africa’s unique experiences. “Whether it’s discovering untouched landscapes or experiencing rich cultural heritage, the offer must be competitive and special,” she said.

Social media campaigns, influencer partnerships, and familiarization (fam) trips are seen as critical tools for overcoming misconceptions and inspiring travelers to explore Africa’s diverse offerings. Additionally, the evolution of travel products plays a key role. Lewandowska noted, “Twenty years ago, our itineraries relied on shuttle buses and basic transport. Today, we’re offering luxury trips with private drivers, tented camps, and even flying safaris.”

Opportunities for African Tourism

The Africa Showcase CEE roadshow attracted over 100 attendees in one week across three events, underscoring the growing interest in Africa among Central Eastern European markets. For African travel agents and operators, Poland’s outbound market presents a unique opportunity to tap into a rising demand for exclusive and experiential travel. By addressing logistical challenges and investing in tailored marketing efforts, African destinations can position themselves as must-visit locations for Polish travelers.

As Preuss-Złomska passionately remarked, “I’m really in love with your beautiful landscape, the sun rising and setting with such vibrant colors. That is what you remember for the rest of your life.”

With a collective vision of optimism and transformation, Polish travel specialists are playing a pivotal role in reshaping Africa’s appeal. By offering tailored itineraries and highlighting Africa’s diverse attractions—from safaris to culinary adventures—they are helping a new generation of Polish travelers discover the continent’s unparalleled magic.