Summary: Southern European tourists—notably from Portugal, France and Italy—are increasingly visiting Africa in 2026, driving demand for luxury safaris, multi-destination itineraries and charter flights to beach destinations such as Zanzibar.

A noticeable shift in inbound tourism is taking shape as Southern European tourists—particularly those from Portugal, France and Italy—boost demand for African travel products. The trend, highlighted at the Africa Showcase Southern Europe in mid-February 2026, reflects growing interest in luxury safaris, combined safari-and-beach trips and curated multi-destination itineraries.

Africa Showcase Southern Europe: A Turning Point

The Africa Showcase Southern Europe convened tourism professionals, investors and hospitality leaders from Portugal, France, Italy and beyond. Organisers used the event to engage key source markets and spotlight African products tailored to Mediterranean preferences, signalling confidence that 2026 could be a transformative year for the continent’s tourism sector.

Portugal: Historical Links Fuel New Demand

Portugal has become a standout market, building on longstanding cultural and historical ties with Lusophone African countries. Portuguese travellers who previously favoured destinations such as Angola, Mozambique and Cape Verde are now also booking beach holidays in Zanzibar and Mombasa, while demand for combined safari-and-beach itineraries is rising.

Market intelligence presented at the showcase indicates charter flights to Zanzibar are already experiencing heavy bookings for the summer of 2026, pointing to a potentially record season for travel from Portugal. Incentive travel from Portuguese companies is also growing, with firms favouring immersive packages that mix adventure and urban experiences.

France: Luxury Market Expands Beyond Traditional Safaris

France’s high-end market is showing renewed enthusiasm for African travel. While Kenya remains a traditional favourite, Rwanda and Uganda are gaining traction among affluent French tourists attracted to competitive pricing on luxury safaris and differentiated experiences. Operators targeting France are advised to prioritise French-language marketing and personalised service to meet local expectations.

Italy: Safari-and-Beach Combinations Stay Popular

Italian travellers continue to embrace safari-and-beach packages, with destinations such as Kenya and South Africa remaining top choices and Cape Town a key draw. Industry contacts at the event noted concerns about the visibility of African national tourism boards in Italy; private-sector operators are increasingly providing training and direct trade relationships to support Italian agents.

Multi-Destination Products and Digital Reach

A central theme at the showcase was the growth of multi-destination travel: packages that combine safaris with beach stays or city experiences are becoming core offers for Southern European markets. Equally important is digital transformation; African operators are increasingly investing in online visibility and booking tools to attract younger, tech-savvy travellers from Europe.

  • Charter flights to Zanzibar showing heavy summer 2026 bookings
  • Portuguese interest growing in beach destinations like Zanzibar and Mombasa
  • French luxury demand shifting toward Rwanda and Uganda
  • Italian market remains focused on safari-plus-beach itineraries
  • Digital marketing and multi-destination products are key to seizing Southern European demand
Tourists on safari and beach destinations representing multi-destination travel from Southern Europe to Africa
Growing interest from Southern European markets is driving multi-destination and luxury bookings across Africa

What This Means for Travelers and the Industry

For travellers, the shift means more tailored luxury options, greater availability of combined safari-and-beach itineraries, and increased direct flight choices from Southern Europe. For African suppliers and destination marketers, success will hinge on building language-appropriate content, strengthening trade partnerships in Portugal, France and Italy, and investing in digital booking capabilities.

So what? Southern European demand presents a clear commercial opportunity for African destinations to diversify source markets and expand high-value tourism products. Travelers should expect more curated, seamless options in 2026, while industry players who adapt—through targeted marketing, multi-destination packaging and improved online distribution—stand to capture significant growth.